Emergency Communications
Considering Different Roles and Audiences
A situation such as the Chilean Mine Collapse presents significant challenges for communications professionals. Among the most important is the need to identify the various different audiences and their respective needs and circumstances. Some audiences have a high level of personal attachment and emotional connections to the individuals directly involved and a very limited technical background. Conversely, other audiences have much greater levels of technical knowledge. Providing excessive technical details to lay audiences, especially lay audiences with high degrees of attachment to the principals can undermine the effort to inform them while unnecessarily increasing their stress rather than providing assurance or allaying their fears and concerns. Meanwhile, providing insufficient technical specificity to expert or professional audiences can undermine the goal of establishing or maintaining trust and result in increasing the frustration level of the audience.
Moreover, in both situations, choosing the wrong communications vehicles or content can give the incorrect impression that the organization issuing those communications is engaged in covering up the truth or misrepresenting the facts. Lay audiences may perceive excessively technical descriptions as a means of deflecting their attention from the truth, while expert professional audiences may perceive excessively general descriptions as purposely omitting important details and information.
The consequences of miscommunication with families include exacerbating the emotional toll as well as anger toward the organization. Anger is a natural impulse in highly emotional situations and the organization runs the risk of becoming the scapegoat as a function of this natural impulse where communications with families are mismanaged. Ideally, specific contact people must be available 'round the clock to avoid frustrating worried family members, such as by encountering recorded information hotlines instead of life personnel operating information centers. Similarly, the organization must establish sufficient employee involvement to avoid exacerbating any sentiments of alienation as between management levels and employees. Employees who receive detailed information and even solicitations for input are much less likely to respond in anger toward the organization than employees who feel excluded or patronized by the organization's response.
The Potential Needs of the Families and Employees in Receiving Communications
Both groups need...
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