Development of crisis communication

The purpose of crisis communication is to ensure that people quickly learn of sudden threats to their life, health or property and know how to behave in such situations. A crisis can be caused by a natural phenomenon or human activity, widespread infrastructure disruptions or war. It is important to develop crisis communication as an important service at the time of a crisis so that the authorities resolving the crisis can guarantee clear instructions to the public and meet an increased need for information.

Risk communication

Risk communication is the process of informing the population about threats to the state and society and the measures that the state and the people can take to mitigate these threats or reduce their harmful effects. For example, the Rescue Board has prepared a list of recommended supplies that each person should have at home to cope during storms and possible power cuts.

At the same time, risk communication can also mean prevention, which aims to shape people’s behavioural patterns and change habits to make the environment safer. For example, children in nursery schools are taught how be safe in traffic and how to call for help, if necessary.

The Rescue Board and the Police and Border Guard Board carry out campaigns every year to make people wear reflectors and not drive or swim when drunk. All of this can also be regarded as risk communication.

Crisis communication

Crisis communication is the process of informing the population of an imminent threat or crisis and providing instructions and information during a crisis. Well-organised crisis communication supports crisis management and contributes to ensuring the credibility of the state as a whole – not just a particular agency – and to the resolution of the situation. A crisis is characterised by uncertainty, the resulting public insecurity and a surge in demand for information.

If true and accurate information does not reach the people affected by the crisis, it may considerably hinder the resolution of the crisis and reduce the credibility of the state authority. Therefore, a government agency is required to collect and share true and accurate information about a crisis as quickly as possible, avoid speculation and refute false information. The agencies involved in crisis regulation are under intense public scrutiny in times of crisis.

In addition to informing the public, crisis communication involves information exchange between responding authorities, businesses, NGOs and media organisations.

Laadaplats

Information and guidance for the public

In times of crisis, it is essential that the public follow the guidelines for behaviour provided by official information channels, as alternative channels can exacerbate the spread of misinformation.

kriis.ee

Kohtumine

Government communication centre

The Government Communication Office provides regular and diverse crisis communications training to members of the communications centre reserve and builds a network that is able to work well together in times of crisis.

Be prepared!

Everyone can and should prepare for a crisis. Instructions can be found on the website olevalmis.ee

olevalmis.ee

Communication plan

Each emergency is resolved by a government agency. Thus, the Ministry of the Interior is responsible for the resolution of emergencies in the areas of law enforcement and rescue (such as mass disorder, landscape and forest fires, storms, floods, marine and coastal pollution), the Ministry of Agriculture deals with emergencies related to animal diseases and the Ministry of Economic Affairs and Communications deals with cyber-attacks.

The information of the agency that leads the resolution of a situation must include an overview of the situation and behavioural guidelines.

The information must be communicated promptly and regularly until the situation is resolved.

What should be done to prepare for a crisis?

  • tasks are divided
  • equipment is available
  • plans have been made
  • target groups and communication channels have been thought through
  • cooperation is guaranteed
  • spokespersons have been appointed
  • some drafts have been prepared
  • systematic training and practice is available

Last updated: 08.02.2022

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