Basic Elements of Crisis Communication by Sani Usman Kukasheka

Communication should be viewed as an activity that is planned, delivered and then dumped as done. Communication is a process of reaching mutual understanding, during which participants, (communicator and audience) exchange, create and share thoughts, opinions and information. Being able to communicate effectively is a necessary and vital part of the job of every management. Well-planned and executed communication that is fully integrated into every stage of a crisis and emergency response can help ameliorate a crisis situation.

Effective communication simply focuses on listening to the audience and acknowledging their concerns. This no doubt requires the communicator’s understanding of the audience, the goal, the message and the most effective way to achieve the desired outcome. It also requires acceptance and understanding of the role of the communicator by the audience. Let us take a look at the basic elements of crisis communication.

a The Communicator.
Communication is a difficult undertaking even when there is no crisis. Being a communicator is hard work and takes preparation, focus and listening skills. Trust and credibility are also key principles of effective communication. To build trust you will need to listen and talk with your constituents and key stakeholders frequently. Remember to be caring (sympathetic) and understanding (empathetic) as well as honest and open. When you show your commitment and dedication as well as demonstrate competence and expertise, you will be perceived as a credible source, trusted, and respected.

b. The Audience.
Understanding the information needs of your community or the publics will help you plan and execute an effective communication response. Identify or target your audience before you begin to determine the form the message will take. A target audience is a distinct group of people you want to reach. Once you identify who your audience is you will need to determine how to reach them, that is, the medium of communicating with them. For example, in targeting your audience, take time to find out what the community is thinking. You can use techniques such as interviews, facilitated discussions, toll-free call-in numbers and surveys. Also be aware of the broader socio-cultural, economic or political considerations that may influence communication with your audience. Identify with your audience and try to put yourself in their place.

c. Key Message.
Communicating clear and consistent messages that address audience concerns is very important to effective communication. During crises and emergencies, there is always a high demand for responses to unexpected and uncertain situations. It is always important to have clear institutional messages that reinforce the values of the organisation. This is especially important in crisis situations. As the situation crisis changes, your key messages may also change. Develop your key messages in response to the different stages of the emergency and in response to how the crisis affects the behaviour and perception of the audience. This might also mean addressing the needs of the audience for facts and reassurance.

d. The Channel.
Communication is delivered in many ways, professional communicators call the method of delivery the channel over which the message is sent. To become an effective communicator, you should determine how to use the best method to reach each target audience. This includes understanding and selecting the most appropriate communication channels to enhance your message’s impact by reaching the right audience at the right time and the right place. Before you face a crisis consider mapping out the communication channels and options to address the information needs of your audience. It can also be of help to you to determine whether there are any gaps in the existing communication network.

e. The Goal.
The public’s concerns should always be the goal to be addressed when you develop your key messages. During a crisis, you may have several goals. For example, one communication goal during a crisis might be to prevent public panic when there is high mortality.

*Brig Gen Sani Kukasheka Usman (rtd), a former spokesperson of the Nigerian Army, is the Advisory Board Chair of Spokesperson’s Digest. He is a member of the National Institute (mni), a Fellow and Governing Council member of the Nigerian Institute of Public Relations (NIPR), a Fellow African Public Relations Association (fapra), and a Fellow of the Nigerian Army Resource Centre (fnarc).