Page 91 - Creating Spiritual and Psychological Resilience

60 Creating Spiritual and Psychological Resilence

concerns, understand their points of view, negotiate differences, and
apply pressure if required and appropriate.
• Devote effort and resources to building bridges, partnerships, and alli-
ances with other organizations (including potential or established crit-
ics) before an emergency occurs.
• Consult with internal and external partners to determine which organi-
zation should take the lead in responding to media enquiries and docu-
ment the agreements reached.
• Discuss ownership of specific topics or issues in advance to avoid one
partner treading upon the perceived territory of another.
• Identify credible and authoritative sources of information that can be
used to support messages in potential emergencies.
• Develop a plan for using information from other organizations in poten-
tial emergencies.
• Develop contact lists of external subject-matter experts able and willing
to speak to the media on issues associated with potential emergencies.
• As part of your message, cite credible and authoritative sources that
believe what you believe.
• Issue media communications together with, or through, individuals
or organizations believed to be credible and trustworthy by the target
audience.

Speak Clearly and With Compassion
• Be aware that people want to know that you care before they care what
you know.
• Use clear, nontechnical language.
• Explain medical or technical terms in clear language when they are
used.
• Use graphics or other pictorial material to clarify and strengthen
messages.
• Respect the unique information needs of special and diverse audiences.
• Express genuine empathy when responding to questions about loss;
acknowledge the tragedy of illness, injury, or death.
• Personalize risk data by using stories, narratives, examples, and anec-
dotes that make technical data easier to understand.
• Avoid distant, abstract, and unfeeling language about harm, deaths,
injuries, and illnesses.
• Acknowledge and respond (in words, gestures, and actions) to the emo-
tions people express, such as anxiety, fear, worry, anger, outrage, and
helplessness.
• Acknowledge and respond to the distinctions people view as impor-
tant in evaluating risks, such as perceived benefits, control, fair-