Created by the Centers for Disease Control (CDC), the Crisis and Emergency Risk Communication establishes a framework for effective communication during an emergency. The CERC framework is designed to help responders manage public expectations, build trust and encourage protective behaviors. This level of structured communication can significantly improve incident outcomes during situations involving uncertainty, fear or widespread impacts.

Key Benefits of CERC

• Efficiency Response: CERC’s phased approach enables quicker responses and more coordinated actions. CERC also outlines clear communication roles, allowing crisis teams to function smoothly under pressure, which reduces response time and confusion.
• Comprehensive Communication Planning: CERC’s phased approach (Preparation, Initial, Maintenance and Resolution) helps organizations prepare for all aspects of incident communication.

The Six Principles of CERC

CERC is built around six guiding principles. These principles help establish a positive relationship between responders and those affected while ensuring all communications are clear, concise and actionable when necessary.

1. Be First: Communication about a crisis is time-sensitive, making it crucial for responders to share information immediately. Remember, the first source of information tends to become the preferred source.
2. Be Right: Ensure all information shared is the most current and up-to-date available. It’s important to communicate what you know and don’t know and what steps are taken to fill any information gaps. This approach will help you establish credibility with your audience.
3. Be Credible: Never compromise your honesty or truthfulness; this destroys credibility and can lead to adverse outcomes and serious consequences.
4. Express Empathy: Recognize the pain and challenges people are experiencing. Acknowledging their feelings helps build trust and fosters a sense of connection.
5. Promote Action: Providing people with actionable insight reduces anxiety, re-establishes order and empowers them with a sense of control.
6. Show Respect: Respectful interactions encourage cooperation and strengthen relationships.

The CERC Rhythm

Incidents evolve in clearly defined phases - preparation, initial, maintenance and recovery - each requiring tailored communication efforts. By adapting strategies to these phases, communicators can better meet the evolving information needs of the media, organizations, and the public.

Preparation

To prepare for effective crisis communication, organizations should:

• Build Partnerships: Build relationships with community stakeholders and organizations representing diverse populations before a crisis occurs. Leverage these relationships to identify shared concerns and define communication roles for emergencies.
• Test and Tailor Messages: Create crisis messaging and seek stakeholder feedback. Ensure messages are clear, concise and actionable. Test translations for accuracy if necessary.
• Prepare for Likely Disasters: Tailor preparations for community-specific risks, such as flooding in coastal areas.
• Create a Crisis Communication Plan: Develop a comprehensive communication plan incorporating all preparedness elements.
• Train Spokespersons: Select knowledgeable and respected leaders as spokespeople, ensuring they are well-versed in crisis communication principles. Provide consistent messaging and practice for handling difficult questions.
• Establish an Approval Process: Establish a straightforward process for the rapid approval and release of information during a crisis.
• Engage the Community: Engage local leaders and community members in planning and preparedness efforts, maintain an active social media presence, and establish channels for continuous public feedback.

Initial

During the first stage of an active incident, effective communication should prioritize:

• Expressing Empathy: Immediately acknowledge people’s concerns and challenges to build trust and rapport. Use social media insights to understand public sentiment.
• Providing Simple Risk Explanations: Clearly and concisely explain who is at risk and the specific risks, as people can only process limited information during emergencies.
• Promoting Action: Offer actionable steps that people can take to reduce risk and stay safe.
• Establishing Credibility: Communicate your organization’s response efforts and provide ongoing updates to reinforce trust and reliability.

Maintenance

While providing ongoing updates throughout an incident, effective communication should prioritize:

• Clarifying Ongoing Risks and Actions: Keep the community informed about current risks and actions they can take to stay safe, reinforcing that your organization is actively addressing the situation.
• Providing Background Information: Address common questions on the crisis’s history, prevention and recovery timeline to foster an understanding of long-term efforts.
• Segmenting Audiences: Tailor information for specific groups based on risk levels and needs, as some may be more vulnerable or differently impacted.
• Encouraging Community Support: Promote collective efforts, such as neighbor check-ins, to enhance safety and recovery while preventing disruptions to emergency responders.
• Addressing Rumors and Misinformation: Monitor media channels to identify and correct misinformation, maintaining accurate communication to prevent confusion.

Resolution

At the resolution of an incident, organizations should:

• Encouraging Vigilance and Action: Continue reaching out with reminders of protective actions, expressing empathy for those affected.
• Promoting Future Preparedness: Use the current experience to engage the community in planning for potential future crises.
• Documenting Lessons Learned: Conduct after-action reviews to identify successes, gaps, and communication lessons, aiming for constructive, fact-based insights.
• Evaluating and Revising Plans: Assess the effectiveness of the communication plan with input from community members and partners to refine strategies for future responses.

Integrating CERC into Your Incident Management System

A dedicated team for crisis communication, equipped with the training and resources to respond swiftly, is essential. Each team member should have a well-defined role, from message crafting to media relations. The CERC framework integrates into several incident management systems but is most effective when incorporated into the National Incident Management System (NIMS). NIMS helps define communication roles and responsibilities and the overall flow of communication.

Key Takeaway

The CERC framework equips organizations to respond to crises swiftly, transparently, and empathetically, which can prevent minor issues from becoming more significant problems. By reducing panic, increasing trust, and improving post-crisis recovery, CERC fosters resilience, making it invaluable to any effective critical incident management strategy.

For more information about critical incident management, visit 911Cellular.com.

Tags: Incident management