by Amrita Gill-Bailey, Kathryn Bertram, Uttara Bharath et al.
Johns Hopkins University and US Agency for International Development (USAID) March 2017
During emergencies, coordinated, clear and credible communication aids in minimizing resulting health, social and economic costs. However, the uncertainty that characterizes emergencies typically fuels fear and panic among communities, and spreads misconceptions and rumours that affect people’s ability to appropriately respond to the emergency. A well-coordinated, timely and strategic communication strategy and implementation plan can manage people’s expectations during an emergency and assist response efforts. Affected communities can be engaged and supported to make the required changes, rumours can be detected early and barriers to desired behaviours can be identified and addressed promptly.