Copyright, Dr. V Covello, Center for Critical Communication Risk / High Stress Communications Dr. Vincent T. Covello Director Center for Risk Communication/ Co-Director, Consortium for Risk and Crisis Communications New York, New York Risk / High Stress Communications Dr. Vincent T. Covello Director Center for Risk Communication/ Co-Director, Consortium for Risk and Crisis Communications New York, New York

Copyright, Dr. V Covello, Center for Critical Communication “A Science-based Approach for Communicating Effectively in: High Concern High Stress Emotionally Charged, or Controversial Situations “A Science-based Approach for Communicating Effectively in: High Concern High Stress Emotionally Charged, or Controversial Situations Risk/High Stress Communication – Definition

Copyright, Dr. V Covello, Center for Critical Communication Knowledge and Understanding Trust and Credibility Informed Decisions, Attitudes, Beliefs, and Behaviors Knowledge and Understanding Trust and Credibility Informed Decisions, Attitudes, Beliefs, and Behaviors Critical/High Stress Communication Goals

Copyright, Dr. V Covello, Center for Critical Communication Overarching Goal: To Avoid Communication Regret Overarching Goal: To Avoid Communication Regret

Copyright, Dr. V Covello, Center for Critical Communication Critical communication is a science- based discipline High stress situations change the rules of communication The key to communication success is anticipation, preparation, and practice (APP) Critical communication is a science- based discipline High stress situations change the rules of communication The key to communication success is anticipation, preparation, and practice (APP) Critical/High Stress Communication: Key Messages

Copyright, Dr. V Covello, Center for Critical Communication Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical Communication: Key Messages

Copyright, Dr. V Covello, Center for Critical Communication 8000 Articles in Peer Reviewed Scientific Journals 2000 Books Reviews of the Literature by Major Scientific Organizations (e.g., National Academy of Sciences) 8000 Articles in Peer Reviewed Scientific Journals 2000 Books Reviews of the Literature by Major Scientific Organizations (e.g., National Academy of Sciences) Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template Critical/High Stress Communication: Research Findings

Copyright, Dr. V Covello, Center for Critical Communication 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template Critical/High Stress Communication: Research Findings

Copyright, Dr. V Covello, Center for Critical Communication Exercise: 27/9/3 If 27/9/3, then: (1) …. (2) …. (3) …. Exercise: 27/9/3 If 27/9/3, then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Attention Span Brief T1T1 T1T1 T2T2 T2T2 Limits on Attention Span Start

Copyright, Dr. V Covello, Center for Critical Communication Critical/High Stress Communication Brief Presentations minutes Responses to questions minutes Sound bites – 27 words/9 seconds/3 messages Brief Presentations minutes Responses to questions minutes Sound bites – 27 words/9 seconds/3 messages

Copyright, Dr. V Covello, Center for Critical Communication 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template Critical/High Stress Communication: Research Findings

Copyright, Dr. V Covello, Center for Critical Communication Exercise: 95% Strategic Rule If “95% strategic rule”, then: (1) …. (2) …. (3) …. Exercise: 95% Strategic Rule If “95% strategic rule”, then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template 27/9/3 Template 95% Strategic Rule (e.g., “77 Most Frequently Asked Questions in a Disaster”) CCO Template Critical/High Stress Communication: Research Findings

Copyright, Dr. V Covello, Center for Critical Communication CCO Template Compassion Conviction Optimism Compassion Conviction Optimism

Copyright, Dr. V Covello, Center for Critical Communication Trust Determination Factors: Low Concern Competence/ Expertise: 80-85% All Others 15-20%

Copyright, Dr. V Covello, Center for Critical Communication When people are stressed and upset, they want to know that you care before they care what you know. Trust Model: Will Rodgers Quote

Copyright, Dr. V Covello, Center for Critical Communication Shift Competence to Caring

Copyright, Dr. V Covello, Center for Critical Communication Assessed in first 9-30 seconds Assessed in first 9-30 seconds Listening/ Caring/ Empathy 50% Competence/ Expertise 15-20% Honesty/ Openness 15-20% All Other Factors 15-20% Trust Factors in High Stress Situations

Copyright, Dr. V Covello, Center for Critical Communication Exercise: CCO If “CCO”, then: (1) …. (2) …. (3) …. Exercise: CCO If “CCO”, then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical Communication: Key Messages

Copyright, Dr. V Covello, Center for Critical Communication 1N = 3P Template

Copyright, Dr. V Covello, Center for Critical Communication 1N=3P Template 1N = 3P (Negative Dominance) In high stress situations, one negative equals a minimum of three positives. 1N = 3P (Negative Dominance) In high stress situations, one negative equals a minimum of three positives.

Copyright, Dr. V Covello, Center for Critical Communication Exercise: 1N=3P If “1N=3P”, then: (1) …. (2) …. (3) …. Exercise: 1N=3P If “1N=3P”, then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication 1N=3P (Negative Dominance) Avoid absolutes (e.g., never, always) Avoid Unnecessary negatives (e.g., no, not, never, nothing, none) 7 Part “Bad News” Template Avoid absolutes (e.g., never, always) Avoid Unnecessary negatives (e.g., no, not, never, nothing, none) 7 Part “Bad News” Template

Copyright, Dr. V Covello, Center for Critical Communication Bad News (1N = 3P) Template 1.Positive (e.g., listening, caring, empathy, compassion) 2. State Negative 3. P (1) 1.Positive (e.g., listening, caring, empathy, compassion) 2. State Negative 3. P (1) 4. P (2) 5. P (3) 6. P (4) 7. Follow up

Copyright, Dr. V Covello, Center for Critical Communication Primacy/Recency AGL-4 Rule of 3 Primacy/Recency AGL-4 Rule of 3 High Stress Communication: Templates

Copyright, Dr. V Covello, Center for Critical Communication Primacy/Recency AGL-4 Rule of 3 Primacy/Recency AGL-4 Rule of 3 High Concern Communication:Templates

Copyright, Dr. V Covello, Center for Critical Communication Primacy/Recency Shift From: linear (e.g., 1, 2, 3…) To: first/last (e.g., 1, 3, 2) (primacy/recency) Primacy/Recency Shift From: linear (e.g., 1, 2, 3…) To: first/last (e.g., 1, 3, 2) (primacy/recency) Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Exercise: Primacy/Recency If “primacy/recency”, then: (1) …. (2) …. (3) …. Exercise: Primacy/Recency If “primacy/recency”, then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Primacy/Recency AGL-4 Rule of 3 Primacy/Recency AGL-4 Rule of 3 High Stress Communication: Templates

Copyright, Dr. V Covello, Center for Critical Communication AGL-4 (Average grade level minus four) High Stress Shift From: AGL To: AGL-4 AGL-4 (Average grade level minus four) High Stress Shift From: AGL To: AGL-4 Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Exercise: AGL-4 If “AGL-4, then: (1) …. (2) …. (3) …. Exercise: AGL-4 If “AGL-4, then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Primacy/Recency AGL-4 Rule of 3 Primacy/Recency AGL-4 Rule of 3 High Concern Communication: Templates

Copyright, Dr. V Covello, Center for Critical Communication Rule of 3 High Stress Shift From: 7 or more message points To: 3 message points Rule of 3 High Stress Shift From: 7 or more message points To: 3 message points Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Exercise: Rule of 3 If “rule of 3”, then: (1) …. (2) …. (3) …. Exercise: Rule of 3 If “rule of 3”, then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Rule of 3 Everything in Threes –Three Key Messages –Key Message Repeated Three Times (e.g., Triple T Model) –Each Message Supported by Three Supporting Messages Everything in Threes –Three Key Messages –Key Message Repeated Three Times (e.g., Triple T Model) –Each Message Supported by Three Supporting Messages

Copyright, Dr. V Covello, Center for Critical Communication Message Map

Copyright, Dr. V Covello, Center for Critical Communication Key Word Message Map 1 Message Map Stakeholder: Question/Concern Key Message 1 I came Key Message 2 I saw Key Message 3 I conquered Keywords: Supporting Fact 1.1 Long journey Keywords: Supporting Fact 1.3 Arrived safely Keywords: Supporting Fact 1.2 Heavy Losses Keywords: Supporting Fact 2.1 Large armies Keywords: Supporting Fact 2.2 Well armed Keywords: Supporting Fact 2.3 Well positioned Keywords: Supporting Fact 3.1 Engage Keywords: Supporting Fact 3.2 Fought bravely Keywords: Supporting Fact 3 Defeated enemy The journey was long and hard. The enemy armies were large. We arrived safely. We suffered heavy losses. They were well armed. They were well positioned. We engaged them immediately. Our men fought bravely. The enemy was (totally) defeated.

Copyright, Dr. V Covello, Center for Critical Communication Key Word Message Map 1 West Nile Virus Map Key Message “Remove Standing Water” Key Message “Wear Protective Clothing” Key Message “Use Insect Repellent Support- ing Fact 1.1 Support- ing Fact 1.3 Support- ing Fact 1.2 Support- ing Fact 2.1 Support- ing Fact 2.2 Support- ing Fact 2.3 Support- ing Fact 3.1 Support- ing Fact 3.2 : Support- ing Fact 3.3 Unattended swimming pool/old tires Long Sleeves Cat/Dog Dishes Flower Pots/Bird Bath Long Pants Dusk and Dawn DEET 23% No Substitutes

Copyright, Dr. V Covello, Center for Critical Communication Exercise: Rule of 3 and Primacy/Recency If “rule of 3” and “primacy/recency,” then: (1) …. (2) …. (3) …. Exercise: Rule of 3 and Primacy/Recency If “rule of 3” and “primacy/recency,” then: (1) …. (2) …. (3) …. Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Message Enhancements Visuals Stories Citations to Credible Third Parties Message Enhancements Visuals Stories Citations to Credible Third Parties Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Message Enhancements Visuals Stories Citations to Credible Third Parties Message Enhancements Visuals Stories Citations to Credible Third Parties Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Visuals High quality visuals can increase message attention, understanding, and retention by over 50%. –Visuals include: Graphics (e.g., charts and drawings) Analogies Examples Photographs High quality visuals can increase message attention, understanding, and retention by over 50%. –Visuals include: Graphics (e.g., charts and drawings) Analogies Examples Photographs

Copyright, Dr. V Covello, Center for Critical Communication Message Enhancements Visuals Stories Citations to Credible Third Parties Message Enhancements Visuals Stories Citations to Credible Third Parties Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Message Enhancements Visuals Stories Citations to Credible Third Parties Message Enhancements Visuals Stories Citations to Credible Third Parties Critical/High Stress Communication

Copyright, Dr. V Covello, Center for Critical Communication Credibility Ladder Most Credible Least Credible Most Credible Least Credible High Credibility Medium Credibility Low Credibility

Copyright, Dr. V Covello, Center for Critical Communication Shift From –One credible source To: –3 plus credible sources From –One credible source To: –3 plus credible sources

Copyright, Dr. V Covello, Center for Critical Communication Credibility Transference “A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”

Copyright, Dr. V Covello, Center for Critical Communication Credibility Reversal “When a lower source attacks the credibility of a higher source, the lower source loses further credibility. The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.” “When a lower source attacks the credibility of a higher source, the lower source loses further credibility. The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.”

Copyright, Dr. V Covello, Center for Critical Communication Credibility Ladder: Environment Most Credible Least Credible Most Credible Least Credible Respected local citizens Non-management employees Educators Healthcare workers Media Activist groups Industry officials Government officials Paid consultants Respected local citizens Non-management employees Educators Healthcare workers Media Activist groups Industry officials Government officials Paid consultants

Copyright, Dr. V Covello, Center for Critical Communication Preferred Sources Source: Julie Foehrenbach and Karn Rosenberg, “How are We Doing?” Journal of Communication Management, vol.. 12, no. 1, 1983, pp. 3-11

Copyright, Dr. V Covello, Center for Critical Communication IDK Template

Copyright, Dr. V Covello, Center for Critical Communication I.D.K. (I Don’t Know) Template Repeat the question Say you don’t know, or: –Can’t answer –Wish you could answer Repeat the question Say you don’t know, or: –Can’t answer –Wish you could answer Give the reason(s) why you don’t know or can’t answer Indicate follow-up with a deadline Bridge to what you can say, such as core messages

Copyright, Dr. V Covello, Center for Critical Communication High Stress Communication: Templates 27/9/3 CCO 1N=3P Primacy/ Recency 27/9/3 CCO 1N=3P Primacy/ Recency AGL-4 Rule of 3 IDK AGL-4 Rule of 3 IDK

Copyright, Dr. V Covello, Center for Critical Communication Special Case Templates Guarantee Template False Allegation Template Worst Case Template Guarantee Template False Allegation Template Worst Case Template

Copyright, Dr. V Covello, Center for Critical Communication Special Case Templates Guarantee Template False Allegation Template Worst Case Template Guarantee Template False Allegation Template Worst Case Template

Copyright, Dr. V Covello, Center for Critical Communication Guarantee Template “Can you guarantee….?” Pointers/Tips: –Treat the question as a question about the future –Bridge from “the future” to the “present” –Provide information about what you can guarantee: e.g., known facts, processes, procedures, efforts, actions, commitments. “Can you guarantee….?” Pointers/Tips: –Treat the question as a question about the future –Bridge from “the future” to the “present” –Provide information about what you can guarantee: e.g., known facts, processes, procedures, efforts, actions, commitments.

Copyright, Dr. V Covello, Center for Critical Communication Guarantee Template: Pointers and Traps Avoid saying: –“There are no guarantees” –You can “guarantee” an outcome or result –“No comment” Avoid saying: –“There are no guarantees” –You can “guarantee” an outcome or result –“No comment”

Copyright, Dr. V Covello, Center for Critical Communication Guarantee Template: Main Point –Bridge to known facts, processes, procedures, efforts, actions, or commitments. Main Point –Bridge to known facts, processes, procedures, efforts, actions, or commitments.

Copyright, Dr. V Covello, Center for Critical Communication Guarantee Template “What I can guarantee is...” “What I can assure you is...” “What I can tell you is...” “What I can guarantee is...” “What I can assure you is...” “What I can tell you is...”

Copyright, Dr. V Covello, Center for Critical Communication Special Case Templates Guarantee Template False Allegation Template Worst Case Template Guarantee Template False Allegation Template Worst Case Template

Copyright, Dr. V Covello, Center for Critical Communication False Allegation Template “Repetition of a negative (e.g. a false allegation, charge, criticism, or accusation) - even to refute it – often reinforces and reaffirms the negative.”

Copyright, Dr. V Covello, Center for Critical Communication False Allegation Template Main Points: Don’t repeat the allegation Do use the opposite of the false allegation, accusation, criticism, or negative in your response Main Points: Don’t repeat the allegation Do use the opposite of the false allegation, accusation, criticism, or negative in your response

Copyright, Dr. V Covello, Center for Critical Communication False Allegations Allegation Liar Baby killer Negligent Criminal Con Artist Incompetent Allegation Liar Baby killer Negligent Criminal Con Artist Incompetent Opposite … Opposite …

Copyright, Dr. V Covello, Center for Critical Communication Special Case Templates Guarantee Template False Allegation Template Worst Case Template Guarantee Template False Allegation Template Worst Case Template

Copyright, Dr. V Covello, Center for Critical Communication Worst Case Template Main Point: Bridge from what if to what is. Main Point: Bridge from what if to what is.

Copyright, Dr. V Covello, Center for Critical Communication Special Topics Non-Verbal Communication Risk Perceptions Bridging Non-Verbal Communication Risk Perceptions Bridging

Copyright, Dr. V Covello, Center for Critical Communication Special Topics Non-Verbal Communication Risk Perceptions Bridging Non-Verbal Communication Risk Perceptions Bridging

Copyright, Dr. V Covello, Center for Critical Communication Non-Verbal Communication Shift in Message Attention –From: Verbal Communication –To: Non-verbal communication Shift in Message Attention –From: Verbal Communication –To: Non-verbal communication

Copyright, Dr. V Covello, Center for Critical Communication Non-Verbal Communication People judge the messenger before they judge the message People judge the messenger primarily in terms of trust Trust is judged primarily through actions, body language, and verbal communication. People judge the messenger before they judge the message People judge the messenger primarily in terms of trust Trust is judged primarily through actions, body language, and verbal communication.

Copyright, Dr. V Covello, Center for Critical Communication Non-Verbal Communication 75% Rule Negative Dominance Rule Cultural Meaning Rule 75% Rule Negative Dominance Rule Cultural Meaning Rule

Copyright, Dr. V Covello, Center for Critical Communication Non-Verbal Communication Eyes Hands Posture Eyes Hands Posture Dress, appearance, voice, etc.

Copyright, Dr. V Covello, Center for Critical Communication Special Topics Non-Verbal Communication Risk Perceptions Bridging Non-Verbal Communication Risk Perceptions Bridging

Copyright, Dr. V Covello, Center for Critical Communication Critical Communications: High Concern (HC) Shifts Risk Perception: Shift from facts (data, studies) to perceptions Risk Perception: Shift from facts (data, studies) to perceptions

Copyright, Dr. V Covello, Center for Critical Communication Perceptions of Risk: Concern/Outrage Factors 1.Trustworthy sources 2.Substantial benefits 3.Controllable 4.Voluntary 5.Fair/Equitable 1.Trustworthy sources 2.Substantial benefits 3.Controllable 4.Voluntary 5.Fair/Equitable 6. Natural origin 7. Familiar 8. Not dreaded 9. Certainty 10. Children not victims 6. Natural origin 7. Familiar 8. Not dreaded 9. Certainty 10. Children not victims Lower Concern

Copyright, Dr. V Covello, Center for Critical Communication Perceptions of Risk: Concern/Outrage Factors 1.Untrustworthy sources 2.Few benefits 3.Uncontrollable 4.Involuntary 5.Unfair/ inequitable 1.Untrustworthy sources 2.Few benefits 3.Uncontrollable 4.Involuntary 5.Unfair/ inequitable 6. Human origin 7. Unfamiliar/exotic 8. Dreaded 9. Uncertainty 10. Children as victims 6. Human origin 7. Unfamiliar/exotic 8. Dreaded 9. Uncertainty 10. Children as victims Higher Concern

Copyright, Dr. V Covello, Center for Critical Communication Perceptions of Risk Outrage Factors Lower Perceived Critical 11.Not memorable 12.Moral / ethical 13.Clear non-verbal signals 14.Responsive 15.Random / scattered 16.Low media coverage 17.Victims as statistics 18.Immediate effects 19.Effects reversible 20.Understood science Lower Perceived Critical 11.Not memorable 12.Moral / ethical 13.Clear non-verbal signals 14.Responsive 15.Random / scattered 16.Low media coverage 17.Victims as statistics 18.Immediate effects 19.Effects reversible 20.Understood science Higher Perceived Critical Memorable Immoral / unethical Mixed non-verbal signals Non-responsive Catastrophic High media coverage Victims as people Delayed effects Effects irreversible Misunderstood science

Copyright, Dr. V Covello, Center for Critical Communication Perceptions of Critical Factor –Trust –Benefit –Control Factor –Trust –Benefit –Control Weight –2000 –1000 Weighting Factors

Copyright, Dr. V Covello, Center for Critical Communication Trust/Benefits/Control Trust Caring Competence Honesty Benefits of Recommendations or Proposed Actions Societal Community Personal Control Choice Voice Knowledge (e.g. things for people to do) Trust Caring Competence Honesty Benefits of Recommendations or Proposed Actions Societal Community Personal Control Choice Voice Knowledge (e.g. things for people to do)

Copyright, Dr. V Covello, Center for Critical Communication Special Topics Non-Verbal Communication Risk Perceptions Bridging Non-Verbal Communication Risk Perceptions Bridging

Copyright, Dr. V Covello, Center for Critical Communication Bridging Statements Example Statements 1.The most important thing for people to know is... 2.What this all boils down to is... 3.What needs to be emphasized is... Example Statements 1.The most important thing for people to know is... 2.What this all boils down to is... 3.What needs to be emphasized is...

Copyright, Dr. V Covello, Center for Critical Communication Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical Communication: Key Messages

Copyright, Dr. V Covello, Center for Critical Communication Critical Communication Strategy APP Model 1.Anticipate 2.Prepare 3.Practice APP Model 1.Anticipate 2.Prepare 3.Practice

Copyright, Dr. V Covello, Center for Critical Communication APP Model Anticipate 1.High stress issues and topics 2.Stakeholders 3.Questions and concerns Anticipate 1.High stress issues and topics 2.Stakeholders 3.Questions and concerns

Copyright, Dr. V Covello, Center for Critical Communication APP Model Prepare 1.Messages 2.Messengers 3.Means Prepare 1.Messages 2.Messengers 3.Means

Copyright, Dr. V Covello, Center for Critical Communication APP Model Prepare 1.Messages 2.Messengers 3.Means Prepare 1.Messages 2.Messengers 3.Means

Copyright, Dr. V Covello, Center for Critical Communication APP Model Prepare 1.Messages 2.Messengers 3.Means Prepare 1.Messages 2.Messengers 3.Means

Copyright, Dr. V Covello, Center for Critical Communication Means Controlling for other variables, the larger the audience, the more diverse the audience, the less effective the high stress communication.

Copyright, Dr. V Covello, Center for Critical Communication Fear of Public Speaking Icebreakers Presentation skills Anonymous suggestion box Small workgroups Information exchanges Icebreakers Presentation skills Anonymous suggestion box Small workgroups Information exchanges Humor(?) Opportunities afterwards for follow-up questions/ discussion Humor(?) Opportunities afterwards for follow-up questions/ discussion

Copyright, Dr. V Covello, Center for Critical Communication

Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical communication is a science- based discipline High stress situations change the rules of communication The key to success is anticipation, preparation, and practice (APP) Critical Communication: Key Messages