In today’s fast-paced digital world, organizations face the inevitability of crises that can emerge from any corner, whether it be through social media, traditional media, or internal miscommunication. Navigating these turbulent waters requires a well-structured crisis communication strategy. Laura Boutemen, an expert in Health and Crisis Communication, especially crisis and emergency communication, offers insightful guidance on simplifying this complex process.
Boutemen, a PhD graduate of the University of Central Florida (UCF), is an exceptionally talented Communication Specialist. Her educational background in natural sciences and communication allowed her to specialize in crisis communication, the development of strategic plans for disseminating critical health information during a crisis or unexpected event. She has published several scholarly articles on Health Communication, has taught several courses in Strategic Communication, and has presented her findings at national conferences. She has also won multiple awards during her time as a graduate student, which underscore her ability within the field of communication. Building on her Master’s Thesis of the Year Award, she addresses the key details of how to set up a crisis communication strategy.
“To start, there needs to be an assessment of the type of crisis we are dealing with,” Boutemen states. After all, crises come in many forms, such as natural disasters, technical accidents (for example oil spills), and public health emergencies, such as a global pandemic. “Building upon this initial assessment allows for a tailored crisis response plan to be developed. Understanding the specific nature of the crisis enables organizations to allocate resources effectively, implement appropriate communication strategies, and mitigate potential risks associated with each unique scenario,” says Boutemen.
At the heart of any crisis communication strategy is the understanding that, during an emergency, the flow of information must be controlled, consistent, and clear. Boutemen emphasizes that the primary goal is to maintain trust and transparency. “It is of utmost importance to communicate what is known of the severity of the situation from the offset,” she explains, “but it is equally important to clearly inform the audience about specific actions they can take to protect themselves and loved ones.”
While attempting to avoid mass panic is important, so too is addressing the issue at hand. This, Boutemen stresses, should be done while leaving wiggle room as the experts learn more about the crisis currently happening. “Crisis messages to the public should convey the uncertainty that is an inherent part of any crisis,” she says. We can observe the dangers of releasing inconsistent health messages during the COVID pandemic, as information was constantly changing and contradicting itself, causing unrest and disbelief. Although it is understandable that information needed to be updated as new virus strains sprung up and different solutions to cure the virus infection were established, the manner in which these updates were communicated led to public unrest and an overall distrust in the information being released by health organizations. A proper health message should make abundantly clear that the information being released is based on current findings and studies, but that preventative measures may change as scientists learn more about the emerging disease in real time.
Maintaining public trust is at the forefront of any good communication strategy. This involves understanding the target audience and sending out messages on a variety of platforms. “A strong social media strategy has become very important in recent years,” says the UCF graduate, “targeting the right information to the right audience will help provide both clarity and acceptance of this potentially life-saving information.”
We have come a considerable way from the times of having a town crier, or a single newspaper that informed the public of all the issues of the day. As such, it is important to maintain relationships with both internal and external stakeholders, such as the media, to ensure the correct delivery of information. Boutemen stresses that, “we must learn lessons from the crises of the past.”
Take the COVID pandemic for example, where there seemed to be different messages depending on where you turned. This led to doubt and confusion and a general public mistrust of the information being passed onto them. “Showing the public that all of the information being shared is done so in a timely manner based on our current knowledge of the situation will help gain the public trust,” the Communication Specialist explains. Once the public’s trust has been won, they will be more likely to accept information that is corrected later on. Most importantly, they will be able to apply the preventative measures being suggested for the overall safety and health of the public.
We have experienced a myriad of crises in recent years, from public health crises and states of emergency due to extreme hurricanes to the recent Los Angeles fires. Boutemen stresses that each scenario requires a different unique response. Going forward, Boutemen emphasizes the importance of tailored and adaptable responses to these varied crises. She points out that a one-size-fits-all approach is ineffective in addressing the complex and evolving nature of emergencies. By recognizing the nuances of each situation, agencies and communities can better allocate resources and coordinate efforts to mitigate the impact of disasters. Boutemen points to the Crisis and Emergency Risk Communication (CERC) model as a good starting point for public health crises.
“The CERC model was developed by the Centers for Disease Control and Prevention (CDC) and divides up a crisis into five distinct stages with recommended communication practices to undertake at each stage.” While this model has helped throughout the past, Boutemen herself was part of a team of researchers, led by Dr. Ann Neville Miller, who took a closer look at research papers on CERC in 20 different languages. “Our research team found that the CERC model could potentially be more robust if its propositions were reformulated.” In the scholarly article, Boutemen and her team suggested alterations to the application of the CERC model to move beyond case studies and include simulations and experiments that align with message testing in the various stages of the modeling. This would result in improved research studies on disaster preparedness and the efficiency of public health crisis communication.
With this in mind, it is important to note that communication strategies are ever evolving. As more media and social media platforms are established, the manner in which the public receives information is constantly changing. This dynamic environment requires a proactive approach to stay ahead of trends and leverage new communication tools to engage with stakeholders in meaningful ways.
Luckily, Communication Specialists, such as Laura Boutemen, bring hope to the future of crisis communication. Her innovative approach to crisis communication signifies a shift towards more proactive, transparent, and engaging strategies. Boutemen’s emphasis on empathy and understanding is based on a standard for how organizations can navigate turbulent times with grace and authenticity. Her dedication to furthering the Health Communication Industry and mentoring the next generation of professionals will prove to be essential for public health during times of crisis.
