How can you improve messaging clarity during a crisis?

I was fortunate enough to attend a conference earlier this year in an region of diverse demographics. The AI delivery of safety messages was demonstrated, using An App which had been developed, to allow users to select their native language and so receive safety messages in their native language, which avoids confusion in translation. I recognise that sustainability of this is an issue depending on the scale to the crisis and power availability. When delivering messages, it is essential to consider the demographics of audience and tailor the message and delivery method accordingly. Using clear, concise and uncomplicated language is an essential skill to develop for Crisis Managers. As is providing accurate and timely briefings.

Being clear about who holds the authority to speak, and who being transparent about decisions taken that impact on people are also essential elements.

Simplicity and clarity in the terminology being used, when delivered in a timely and effective manner, will allow for a greater understanding, therefore triggering the appropriate response from all those involved. Exercising and rehearsing with all stakeholders will ensure understanding and build confidence in a controlled environment. This can also help in opening lines of communication whilst building relationships with unknown parties.

The prevailing wisdom is that messages should be written to a 5th-grade reading level. Studies have found that the average American reads at a 7th or 8th grade level, so this is a good rule of thumb to ensure your message is accessible to the majority of your intended audience. For reference, my two sentences above are written at a 12th grade reading level. You can check this in Microsoft Word by clicking on "Editor" in the Home tab and then clicking on "Document Stats."

Also try to avoid medical terms. Using the easily understandable pictures. Short videos are more useful, but production of such videos are, time consuming.

Ensure that all members of your team are using consistent terminology. This minimizes confusion and ensures everyone is on the same page. Using plain language that provides actionable information to the audience will help when they are in panic mode. Sharing information prior to an incident or event is also useful to help improve the preparedness of the community or organization.

Focus on essential information and embrace brevity. Share what you know when you know it and be honest Also share what you don’t know. No one has all the answers, but acting like you do will damage your credibility and your ability to connect with your people Be honest and embrace the ambiguity of the situation, but also share what you’re able to. People will appreciate and resonate with honesty

While addressing an emergency situation in a fertilizer plan we created a sheet of facts. We prepared a draft a summary statement that includes all the appropriate details. The next step was to balance the information with respect to the stakeholders' right to know and the company's needs for privacy. This sheet ensured that our messages were consistently accurate.

One of the key elements for crisis communication is the demonstration of empathy. Messages must be coordinated and agreed by all agencies that are in involved in the crisis mitigation, to ensure a consistent and joined up message and vision. I was taught the three P's, which have helped me when providing briefings. Pity, Praise and Promise, these underpin the ethos and delivery of messages of empathy and support.

Cross-promote information across platforms to ensure a consistent message is delivered. Having pre-templated messages for hazards that your community or organization is most susceptible too will help streamline your communication processes to ensure that messages are going out as quickly as possible. Familiarize and train multiple people with the process of sending out messages so that they are comfortable under pressure of a critical situation.

I support the AFT model meaning All, Fast and True. Tell all you can as soon as possible and stay strictly in facts. And do not make and present any assumptions or speculations.

The term No comment should almost never be used by a public speaker, particularly in a risk communications situation. The phrase suggests a lack of candor, conveys a sense of secrecy and connotes that you know something that you are either not willing or not allowed to share with the public, creating skepticism and mistrust.

Totally agree with all above mentioned, nowadays there also a lot of smartphone app’s on the market where you can reach a mass within a certain geofenced area. You’d be able to push notifications from a dashboard or share alerts info within the group of app users. An example a university, ask all students to install the app at all times you’d be aware who is present within your predetermined geofenced. In case of an incident let’s say an active shooter you’d be able to alert them all with a specific message “ armed man at the south entrance please make your way to the emergency exits North and East” , just an example.

Make sure that your teammembers are all aware of the effects you want to achieve. Use Mission Command and your (external) communication will also improve. Describe WHAT you want to achieve and WHY. Don't be afraid to leave local adaption of the message to your teammembers. This creates ownership, makes it a team effort, and gives your colleagues the freedom to act situationally.