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Section Summary

This section covered strategies for successfully communicating with audiences experiencing intense emotions. Get past the outrage by:

  • Acknowledging people’s emotions
  • Being clear in your messages
  • Listing specific actions that the public can do

Get information out to the public as early as possible, even if it is just to say that you are investigating the situation and will provide updates, will help deflect rumors and misinformation. Balance speed with accuracy by acknowledging what you don’t know, stressing the tentative nature of information in your early messages, and developing message approval protocols in advance.

Build trust and credibility by:

  • Showing your humanity
  • Not over reassuring
  • Being candid
  • Keeping your messages consistent