Emergency Public Information Emily Palmer Assistant Press Officer Texas Department of State Health Services

“There cannot be a crisis next week. My schedule is already full. – Henry Kissinger

The Risk of Disasters is Increasing Increased terrorism Population density Aging U.S. population International travel Emerging diseases

Psychology of a Crisis

Role of Good Communication Execute response and recovery efforts Gain support for crisis management plans Avoid misallocation of limited resources Ensure decision makers are well-informed Decrease illness, injury, and deaths Avoid wasting resources Organizational Focus

Role of Good Communication Gain wanted facts Empower decision making Involve as a participant, not spectator Take feedback to responders Recover or preserve well-being Public Focus

Contributors to a Poor Public Response Mixed messages from multiple experts Information released too late Paternalistic attitudes No reality check on recommendations Public power struggles and confusion

Formula to Meet Both Public, Organizational Goals Be the first source of information Express empathy early Show competence and expertise Remain honest and open Remain dedicated to public long term

Psychology of a Crisis Common human emotions – left without mitigating response – may lead to negative behaviors that hamper recovery or cause more harm.

The Human Factor

What Do People Feel Inside When a Disaster Looms or Occurs? Denial Fear, anxiety, confusion, dread Hopelessness or helplessness Seldom panic Vicarious rehearsal Psychological barriers:

Communicating in a Crisis Is Different Public must feel empowered – reduce fear and victimization. Mental preparations (action steps) reduce anxiety. Revert to rudimentary “fight or flight” reasoning. Limited intake of new information (3-7 bits).

Communication Principles for Emergencies A high estimate of harm modified downward is much more acceptable than a low estimate of harm modified upward. Don’t over-reassure

Communication Principles for Emergencies State continued concern before stating reassuring updates “Although we’re not out of the woods yet, we have seen a declining number of cases each day this week.”

Communication Principles for Emergencies Symbolic behaviors Preparatory behaviors Contingent “if - then” behaviors 3-part action plan – Must do x – Should do y – Can do z Give people things to do

Communication Principles for Emergencies Don’t pretend they’re not afraid and don’t tell them they shouldn’t be Acknowledge the fear and give contextual information Allow people the right to feel fear

First Impression Window 27 words 9 seconds 3 distinct messages

What the Public Will Ask First Are my family and I safe? What have you found that may affect me? What can I do to protect myself and my family? What caused this? Can you fix it?

What the Media Will Ask First What happened? Who is in charge? Has this been contained? Are victims being helped? What can we expect? What should we do? Why did this happen? Did you have forewarning?

Media and Crisis Coverage Evidence strongly suggests that coverage is more factual when reporters have more information. They become more interpretative when they have less information. What should we conclude?

Match Audiences With Concerns Victims and their families Politicians First responders Trade and industry Community far outside disaster area Media Opportunity to express concern Personal safety Resources for response Loss of revenue/liability Speed of information flow Anticipatory guidance Family’s safety AudiencesConcerns

Perception = Reality

The Crisis and You

Take off the superhero cape Responders potential secondary victims. Responders risk stretching beyond limits. Exhaustion, frustration, anger, guilt are expected. After more than 24 hours without sleep, responders perform as if they are legally drunk.

Personal Coping Recognize emotions will be high. Eat nutritious food. Take mental breaks. Avoid lots of caffeine or alcohol. Leave when your shift is over. Exercise.

Emergency Public Information Resources

Public Information Resources Public Health Preparedness Web site

Public Information Resources Statewide workgroup Fact sheets Frequently Asked Questions Templates Material in multiple languages

Public Information Resources Tool Kits PIO exchange Workshops

Emily Palmer, Assistant Press Officer Texas Department of State Health Services , ext