Crisis and Emergency Risk Communication (CERC) is a strategic framework developed by the Centers for Disease Control and Prevention (CDC) to guide effective communication during public health emergencies. The CERC framework encompasses a set of principles and strategies designed to facilitate rapid, accurate, and empathetic communication in times of crisis. Its development stems from the CDC's recognition of communication's role in managing public response during emergencies.
The core principles of CERC
The six principles of CERC form the backbone of effective crisis response. Together, these principles ensure effective, compassionate, and impactful communication in emergencies. These include:
- "Be First" emphasizes providing information swiftly, as early messages often shape public perception.
- "Be Right" underscores the necessity of accuracy, ensuring public trust and reliability.
- "Be Credible" demands honesty and transparency to maintain long-term trust.
- "Express Empathy" recognizes the need to acknowledge and address people's emotions and challenges during a crisis, fostering a connection and understanding.
- "Promote Action" focuses on giving people clear, actionable steps, empowering them to take control and reduce anxiety in uncertain situations.
- "Show Respect" highlights the need for dignified and considerate communication, respecting the vulnerabilities and needs of those affected.
See also: HIPAA Compliant Email: The Definitive Guide
Phases of a crisis according to the CERC model
Preparation phase
This phase is about proactive planning and readiness. It involves developing clear communication plans, training spokespersons, establishing relationships with key stakeholders, and crafting potential messages and strategies in advance.
Organizations draft, test, and refine messages, ensuring they are understandable and actionable. They also identify and engage with various community groups and stakeholders, preparing for different emergencies they might face.
Initial phase
This phase focuses on the immediate response to a crisis. Speed and accuracy are critical here.
Organizations rapidly disseminate information to the public, expressing empathy and providing clear guidance on what is known and what actions people should take. The goal is to establish the organization as a credible source of information right from the start.
Maintenance phase
In this phase, the focus shifts to sustaining communication throughout the crisis. It involves updating the public with ongoing developments and refining messages based on new information and feedback.
Organizations continue to provide regular updates, clarify uncertainties, debunk rumors, and segment their communication for different audiences. The emphasis is on maintaining trust and providing actionable advice as the situation evolves.
Resolution phase
This final phase deals with transitioning out of the crisis. The focus is reflection, learning, and preparing for the future.
Organizations review and analyze the crisis response, identify lessons learned, and communicate about ongoing risks and preparedness for future crises. This phase often involves acknowledging the challenges faced, celebrating the successes, and discussing improvements for future responses.
See also: How does HIPAA define an emergency?
How can organizations prepare and train for effective CERC implementation?
The CDC offers comprehensive CERC training, including online courses, webinars, and in-person workshops. These sessions are designed to impart practical skills in crisis communication, tailored to the unique challenges of public health emergencies. Additionally, the CDC provides an extensive CERC manual. This go-to guide covers the framework's principles and best practices in depth. Organizations can also take advantage of specialized consultancy services and custom training sessions offered by experts in crisis communication, further enhancing their readiness to implement the CERC framework effectively.
See also: Understanding permissible disclosures in an emergency
Kirsten Peremore
