[ We explain how to anticipate a crisis and how to respond quickly to media and population concerns while at the same time reinforcing the positive public image of your organization ]
Note: the principles of risk and crisis communication apply (aside from the issue of health hazards) to any crisis (question of ethics, morality, values, breach of integrity, etc.).
Requirements:
- Definitions and basic concepts
- Relationship between managing and communicating
- Identify the situation - evaluate the risk - quickly grasp what is at stake - understand the shockwave effect
- When to communicate risk
- In normal times
- When a crisis might develop
- In a crisis
- After the crisis
- The actors
- Communicating risk - Generalities
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- Objectives
- To protect
- To avoid panic
- Strategies
- Knowing what is happening
- Communicating what is happening
- Explaining the consequences
- Working with the population, interest groups, organizations and public authorities
- Objectives
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- Communicating risk - Process
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- The public - an audience that must be understood
Characteristics, the way it deals with risk and the way it reacts in a crisis- Population directly affected
- The next level
- The general public
- A clear message
- Nature of the risk
- Magnitude of the risk
- Protective measures, etc.
- A credible source (spokesperson)
- Credible source (specialist)
- High-ranking authorities
- Public authorities
- Good channels (ways to transmit the message)
- The public - an audience that must be understood
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- Assembling an action plan
- Realistic exercises
(Theory - Case studies - Discussions - Practical exercises in realistic situations)