1. What This Is For
To guide the crafting of messages during incident responses—ensuring that communication is clear, empathetic, consistent, and trustworthy across audiences.
2. Why This Matters
- Maintains organizational credibility and trust during crises.
- Prevents misinformation, confusion, and emotional damage from poor wording.
- Facilitates clarity, cohesion, and connection with stakeholders.
3. Core Messaging Principles
| Principle | Description |
|---|---|
| Clarity & Simplicity | Use plain, accessible language; avoid jargon or ambiguity. (“Make the message clear and accessible.”) |
| Transparency & Truthfulness | Share what’s known and unknown honestly. (“Communicate honestly, openly, and consistently.”) |
| Empathy & Compassion | Acknowledge emotions; speak with warmth and support. Champion “human-centered tone” and “empathy.” |
| Consistency Across Channels | Deliver uniform messaging across all platforms and spokespersons. Avoid contradictory statements. |
| Timeliness with Accuracy | Communicate quickly but factually. Balance urgency with precision. (“Speed and accuracy save trust.”) |
| Accountability & Follow-Through | “Back up statements with action.” Don’t make promises you can’t keep. |
| Stakeholder Sensitivity & Tailoring | Adapt messaging to specific audiences (staff, families, public). Provide two-way communication or feedback options. |
4. System Function
Messaging principles ensure that communication is not only timely and accurate but also emotionally intelligent, maintaining connection and clarity.
5. Examples of implementation
- Compassionate public statements early in an incident.
- A single trained spokesperson ensures messaging consistency.
- FAQ updates in plain English acknowledging uncertainties.
- Culture-aligned tone (e.g., calm, respectful, factual).
6. Reflection Questions
- Are our messages accessible and aligned across channels?
- Do they demonstrate empathy and transparency?
- Is a single trained spokesperson used consistently?
- Are messages proactive and honest—even if full answers are pending?
- Do we balance speed with accuracy?