Communicating in a Crisis:

Risk Communication Guidelines for Public Officials

Table of Contents

Introduction

Communications Fundamentals

Communicating Complex, Scientific, and Technical Information

Myths, Principles, and Pitfalls

Understanding and Working with the Media

Correcting Errors and Rumor Control

Assessing Personal Strengths and Weaknesses

Presenting Information at Public Meetings

Recognizing Opportunities to Speak Out

Suggested Reading and Resources

References


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Recognizing Opportunities to Speak Out

The discussion of issues surrounding a news event is not confined to official sources or to a single forum. News, comment, analysis, and opinion from innumerable voices enter the information environment by way of newspapers (as news, editorials, opinion articles, letters to the editor), television and radio (as news, in special reports, and through talk shows), and dozens of other sources such as speeches, newsletters, and web sites.

The appearance of information that is related to your issues of concern is an opportunity for you to lend your voice to that particular discussion. Look for ways to insert yourself into the debate surrounding your issues and don’t be shy about availing yourself of those opportunities. A newspaper article might give you the chance to author an opinion article or a letter to the editor that would further address the issue. Speaking before a local civic group is another means of delivering your message. And appearing on local talk radio programs is an excellent way to extend the reach and impact of your messages.

WHAT YOU CAN DO:

Submit letters to the editors of local newspapers.

Contact your local newspaper to find out how to submit an opinion article.

Call in to local talk radio programs when pertinent topics are being discussed.

Contact local talk-radio producers to solicit an invitation to appear on their programs.

Contact local civic groups to solicit speaking opportunities.

If you give a speech, contact local news outlets and ask them to cover your presentation.

Contact local television news producers to explore ways they can cover your issues.