How can you identify the most important messages during a crisis?

In my experience it is important to know the demographics of your alert area. Language limitations and other Socioeconomic Factors can be a barrier to alert messaging. Reaching out to social groups and other support organizations can help you understand any language or other cultural issues that may come into play. Having templates of alert messages in the most common language for your alert area can help overcome barriers.

To identify the most crucial messages, understanding your audience is paramount. Various stakeholder groups possess distinct needs, expectations, and communication preferences. For instance, the public may seek guidance on protective actions, whereas the media may prioritize understanding the crisis's causes and consequences. Tailoring messages to address the specific concerns of each audience segment is vital. Utilize appropriate channels and formats that resonate with each group, ensuring effective communication that meets their informational needs during a crisis.

I often cite the Eisenhower matrix for emergency management and criminal justice studies because (1) it’s tried, tested, and proven, and (2) because it works. This same principle used for time management can be applied to prioritization of commodities. 1. DO what is urgent and what is important. 2. DECIDE when you will do what is important but not urgent. 3. DELEGATE someone else to take on what is urgent but not important. 4. DELETE what is not urgent and not important. In the same light, we can apply this war-proven (WWII + Cold War) process to our messaging in times of crisis and emergency management. It all comes down and back to time management and proper prioritization.

The ones sent via the agreed medium such as through official emails, SMS or any other agreed platform. Local transport services such as Taxi drivers can also be used, especially where communication networks are poor.

To pinpoint the most crucial messages, the second step is to clearly define your objectives. Identify the specific goals you aim to achieve with your communication during the crisis. Whether your intention is to inform, persuade, reassure, or mobilize your audience, align your messaging accordingly. Tailor your emphasis on different aspects of the crisis situation, such as facts, risks, actions, or emotions, based on your objectives. Additionally, assess the potential impact and outcomes of your messages, ensuring alignment with your overarching crisis management strategy.

The most important messages in any crisis are those that impact safety and limit damage. Given the type and location of the event, these may take many forms. A good example are messages regarding evacuation versus shelter in place. Anything that deals with immediate threats are those that matter most.

The third step in identifying crucial messages is adhering to the 3 C's: clarity, consistency, and credibility. Messages should be clear and concise, avoiding jargon and vagueness. Consistency is crucial, avoiding contradictions or changes in tone. Ensure messages are credible and trustworthy by providing evidence or references. Acknowledge uncertainties and limitations, updating information as the situation evolves.

During a crisis, it can be easy to want to answer all the questions being asked, but the key message should always take precedence. The key message informs people what is going on and exactly what they can do now in a critical time. Making sure the key message is easily understood is also imperative. Complicating the message with technical wording or writing that’s not direct is counterproductive to crisis communications.