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Build Trust & Credibility

  • Have an early presence so that the public knows you are aware of the emergency and that there is a system in place to respond. This will increase perceptions of competence.
  • Be candid about the risks. This will demonstrate your honesty and candor. Candor lets people know they are being “leveled with” instead of “handled.”
  • Use support from credible third-party sources. You might not be the best messenger. Plan to convey messages through trusted sources and include trusted third-party voices in support of your key messages.
  • Stay consistent. Develop protocols for making sure all your partners are on the same page.