Write a first crisis update that names the risk and gives people a useful action.
In a crisis, action beats polish. Why CERC starts with useful behavior Crisis communication is not normal corporate communication with more urgency. The audience is under stress, and stressed audiences have less patience for context, caveats, and organizational process. They need a small number of reliable cues that help them protect time, money, safety, or trust. CERC works because it treats communication as part of the response, not as commentary after the response. A first update should not wait for the perfect root cause when people are already making choices. It should say what is known, what is not known,…
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