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Health Promotion Practice
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Effective Communication During an Influenza Pandemic: The Value of Using a Crisis and Emergency Risk Communication Framework

Barbara Reynolds, MA

Centers for Disease Control and Prevention (CDC) in Atlanta, Georgia

Sandra Crouse Quinn, PhD

Department of Behavioral and Community Health Sciences at the Graduate School of Public Health, University of Pittsburgh, Pennsylvania

During a crisis, an open and empathetic style of communication that engenders the public's trust is the most effective when officials are attempting to galvanize the population to take a positive action or refrain from a harmful act. Although trust is imperative in a crisis, public suspicions of scientific experts and government are increasing for a variety of reasons, including access to more sources of conflicting information, a reduction in the use of scientific reasoning in decision making, and political infighting. Trust and credibility—which are demonstrated through empathy and caring, competence and expertise, honesty and openness, and dedication and commitment—are essential elements of persuasive communication.

Key Words: crisis communication • crisis and emergency risk communication • public health • trust

Health Promotion Practice, Vol. 9, No. 4 suppl, 13S-17S (2008)
DOI: 10.1177/1524839908325267
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