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When stress is high, the rules for effective communication change radically.
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How to Communicatein High Stress
Situations*Rusty Cawley, APR | TheColdCrisis.com
* Condensed from the National Center for Food Protection and Defense’s “Risk Communicator Training for Food Defense Preparedness, Response & Recovery,” module 3, topic 1.
Basic model for communication
The Sender
Basic model for communication
The Receiver
Basic model for communication
The Channel
Basic model for communication
The Message
Basic model for communication
Feedback
Basic model for communication
The Environment
Basic model for communication
Noise
High stress is noise
Establishing trust inLOW stress situations
Competence & expertise
80-85%
All other factors15%-20%
Trust factors
Source: Vincent Covello
Establishing trust inHIGH stress situations
Listening, caring & empathy
50%
Honesty & openness15%-20%
Competence & exper-tise
15-20%
All other factors15-20%
Trust factors
Source: Vincent Covello
9/11 attack on New York City
• ‘The loss of life … is greater than any of us can possible bear.’– Mayor Rudy Giuliani
Impact of high stress• The sender must emphasize
caring and openness.• The receiver loses some
capacity to understand and recall messages.
• Listening carefully to feedback becomes crucial.
Effects of stress on communication
Low stress• People can process an
average of 7 messages.• They recall information in
linear order (1,2,3 …)• They process messages at
an eighth-grade level• Trust is built on competence
and experience.
Source: Vincent Covello
Effects of stress on communication
Low stress• People can process an
average of 7 messages.• They recall information in
linear order (1,2,3 …)• They process messages at
an eighth-grade level• Trust is built on competence
and experience.
High stress• People can process an
average of 3 messages.• They recall what they
perceive as most important or what is said last.
• They process messages at a fourth-grade level.
• Trust is built on listening, empathy, caring and compassion
Source: Vincent Covello
How do we adjustfor high stress?
1. Send simple messages
• Maximum: 3 messages.• Use short sentences.• Blend empathy with action.• Use numbers sparingly.
2006 E.coli spinach outbreak
• ‘We are telling everyone to get rid of fresh bagged spinach right now.’– Wisconsin Gov. Jim
Doyle
2006 E.coli spinach outbreak
• ‘To be safe, don’t eat it.’– Minnesota Health
Department
2006 E.coli spinach outbreak
• ‘It's sickening for us to see anybody in the public suffer in this way, especially if they got ill from eating at Taco John's.’
–Corporate Vice President for Marketing
2. Emphasize pictures and diagrams
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