Navigating misinformation during natural disaster

Natural disasters are impacting communities at an alarming rate. The rising costs, complexity and destruction leave communicators with a critical role in managing crisis.

While ensuring their own safety amidst chaos, Justin Ángel Knighten, former associate administrator office of external affairs at FEMA, said communicators must cut through rising misinformation during disaster.

“It’s only a matter of time, not when, when you’re going to be asked to step in and lead in ways you never thought you’d have to before,” said Knighten at Ragan’s Future of Communications conference.

From reactive response to proactive planning

While it is critical to have a set framework such as a crisis communications playbook, your team must also train for instances where you have to throw the entire plan out.

“If your teams aren’t ready and regularly training to know what to do, it’s not going to go well,” said Knighten.

Your organization will be able to work more quickly to get messaging out by being agile, flexible and calm. Know your organization’s priorities during a crisis, what you must tell your audience and how to take the next step forward. Knighten said in a crisis, clear and timely communication is as crucial as food, water and shelter.