Theorizing Crisis Communication. Timothy L. Sellnow

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may be especially significant in cases of emergencies where people face harm.

      A final set of considerations for emergency managers are the legal consequences of failure to issue a warning when there is sufficient information to do so. In cases where harm does occur, individuals responsible for issuing warnings may face legal consequences. In the case of the 2014 Flint Water crisis, for example, officials chose not to issue warnings about an outbreak of Legionnaires’ disease, even though they had sufficient information to do so. The outbreak resulted in several deaths. As a consequence, managers, including top public health officials, have faced a series of legal charges up to and including manslaughter (Gable & Buehler, 2017). In a similar case, officials downplayed the risk of the 2009 earthquake in L’Aquila, Italy. Earthquakes are very difficult to predict and officials elected not to issue a warning in response to several minor seismic events. The subsequent earthquake killed more than 300 people and the officials were charged with manslaughter. While a post-crisis environment is often litigious, cases of criminal liability for emergency managers are quite rare.

      Decisions about warnings occur within a complex, high-risk context where information is inadequate and different values, needs, and perspectives must be considered. Sorensen (2000) points out that “warning systems are complex, because they link many specialties and organizations – science (government and private), engineering, technology, government, news media, and the public” (p. 119). Decisions to warn require information from these various experts be reconciled and some level of consensus reached. Sometimes these decisions are wrong. The public may be warned of a crisis that never manifests or the public may not be warned and, subsequently, a crisis occurs, harming both people and property.

      Because risks and threats are usually based on probabilities, warnings always include some level of uncertainty. Uncertainty, in fact, is generally recognized as “the central variable” in all efforts to communicate risk (Palenchar & Heath, 2002, p. 131). One of the primary tensions in any warning system involves balancing the level of uncertainty and the need to induce some action. Thus, many warning systems are graded to communicate greater or smaller probability estimates of the likelihood of harm occurring as well as estimates of the severity of the potential harm: “This is a very big and dangerous storm that threatens life and property and there is a strong probability it will impact this area,” for instance.

      Figure 3.1 Color-Coded Homeland Security Advisory System. Severe = red; High = gold; Elevated = yellow; Guarded = blue; Low = green.

      1 Imminent Threat Alert, which warns of a credible, specific, and impending terrorist threat against the United States;

      2 Elevated Threat Alert, which warns of a credible terrorist threat against the United States.

      The new NTAS also includes a “Sunset Provision”: The “threat alert is issued for a specific time period and then automatically expires” (US Department of Homeland Security, 2011). Specific alerts may be extended if there is additional information or if the circumstances of the threat change.

      The National Hurricane Center, for example, has promulgated the terms “hurricane warning” and “hurricane watch” to denote the relative level of certainty associated with the risk:

      Hurricane Warning: An announcement that hurricane conditions (sustained winds of 74 mph or higher) are expected somewhere within the specified coastal area. Because hurricane preparedness activities become difficult once winds reach tropical storm force, the hurricane warning is issued 36 hours in advance of the anticipated onset of tropical-storm-force winds.

      Hurricane Watch: An announcement that hurricane conditions (sustained winds of 74 mph or higher) are possible within the specified coastal area. Because hurricane preparedness activities become difficult once winds reach tropical storm force, the hurricane watch is issued 48 hours in advance of the anticipated onset of tropical-storm-force winds (NHC, 2011).

      These terms are examples of efforts to use specific referents to denote a larger body of technical risk information. The similarity of the terms “warning” and “watch,” however, can create confusion for the general public, particularly regarding recommended responses. Warning systems are most effective when they are simple and easy to interpret and where the public has become familiar with the recommended responses (Sorensen, 2000). This familiarity allows the public to connect public warnings with their own personal preparedness plans.

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