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Emergency risk communication (ERC) is the way in which public health professionals share information to help people make informed decisions to understand risks and protect themselves.

  • People may have different reactions to emergencies, such as anger, fear, anxiety, and outrage.
  • These emotions may cause them to go into denial, stigmatize others, and, in rare cases, panic.
  • Often, these emotions come from a person’s perception of risk, influenced by whether the event provokes low or high outrage.
  • Intense reactions can generate mental noise, making it challenging for communicators to effectively explain the risks people face and how to remain safe.