When developing your message for the public in a crisis situation, which question should you ask yourself?

When developing your message for the public in a crisis situation, which question should you ask yourself?

• A. What does audience need from you?
• B. What is your personal opinion about the crisis?
• C. What is your favorite color?
• D. What is the weather forecast?

Answer: (A)

In crisis communication, the priority is meeting the audience's information needs so people can act to stay safe. You should ask: what does the audience need from you? This focus guides you to provide clear, actionable guidance about what threats exist, what actions to take, where to get help, and when updates will come. It also helps you choose language that is easy to understand, concise, and accessible to diverse audiences, and to select the most effective channels for reach. When the message centers the audience’s needs, it builds trust and increases the likelihood that people will follow guidance quickly and correctly. Personal opinion has no place in public safety messaging and can undermine credibility. A favorite color is irrelevant to informing the public. A weather forecast might provide context in some crises, but it isn’t the guiding question for crafting the public message unless it directly informs the needed actions.

In crisis communication, the priority is meeting the audience's information needs so people can act to stay safe. You should ask: what does the audience need from you? This focus guides you to provide clear, actionable guidance about what threats exist, what actions to take, where to get help, and when updates will come. It also helps you choose language that is easy to understand, concise, and accessible to diverse audiences, and to select the most effective channels for reach. When the message centers the audience’s needs, it builds trust and increases the likelihood that people will follow guidance quickly and correctly.

Personal opinion has no place in public safety messaging and can undermine credibility. A favorite color is irrelevant to informing the public. A weather forecast might provide context in some crises, but it isn’t the guiding question for crafting the public message unless it directly informs the needed actions.