The United States Centres for Disease Control and Prevention in 2014 outlined the principles and practical tools of crisis and emergency communication.
CDCP articulated six principles of crisis communications:
To this list, we would add two more. The first is the need for organisations to be as consistent as possible. Inconsistency undermines credibility. The message must be consistent through time and those authorised to speak must be consistent in what they say.
Consistency requires discipline and organisation.
The second is clarity. Those speaking for governments, corporations and agencies must be clear and concise in what they say.
Clarity—clear English—is so important when communicating to a general audience because about 44 per cent of adults in Australia read at the level of a year 10 student—or less. Around 15 per cent are no more competent than a year six student as a reader.
And so we turn to the Prime Minister, Scott Morrison, who on 29 March 2020 while speaking to the nation said:
Earlier today, I noted that we are working and we’ll be working again through the night this evening to pull together the next tranche in our economic supports that they can be there to support Australians in jobs and to keep them in jobs and to keep them connected to the companies that will be there on the other side so they can stand up again and ensure that Australia bounces back strongly, so we can return to life as we knew it at some point in the future once we get to the other side of the virus. I also outlined today, announced today, over a billion dollars in additional support on top of the $3 billion we’ve already committed to the arrangements for health around the country. So from tomorrow, telehealth, that means you can get a consultation over the phone with your doctor. That starts tomorrow, the Health Minister announced that and went through the details today. Some $200 million in emergency relief going to important not for profit and charitable sector organisations like Foodbank and many others that are going to be helping people in great need as this economic crisis hits and hits hard. $150 million to support domestic violence. That includes the work of 1800 Respect and MensLine, as we’re very aware of the greater stresses that are going on Australian families and households and that for most, we hope, home where people will be for a lot of time this year. It’ll be a safe place, but for many we know it’s not and we need to work to counter that threat to those individuals as well. And $74 million dollars to support mental health and we’re all going to need that help in the months ahead and that’s to support organisations like Lifeline and Kids Help Line and many others.
Earlier throughout the day, some 1,600 people went into quarantine as a result of the decisions taken by the National Cabinet on Friday and I particularly want to congratulate New South Wales, who have done all the heavy lifting on that today, working together with the Australian Border Force and the Australian Defence Forces. That was an extraordinary effort to put that in place from midnight last night and I congratulate Premier Berejiklian and everyone who has been involved, Commissioner Mick Fuller, the whole team in New South Wales working so well with us today to ensure we can put those arrangements in place. And to those who may be even watching this now from inside those hotels where you are self isolating, I know this is a terrible inconvenience for you but it is necessary to save lives. And we thank you for your cooperation this evening.
This is the sound of droning. Everything is mentioned; nothing is omitted; no platitude avoided.
Just over 450 words. Each sentence is, on average, 35 words. The Flesch-Kincaid Grade Level score is 16, which means these words demand a skilled listener or reader.
In short, the Prime Minister is neither clear nor concise, which is why what he really meant to say was this:
Earlier today, I announced measures to keep Australians in jobs and connected to companies. Our whole objective is to have Australia bounce back strongly so that we can return to normal life as soon as possible.
Now, I announce that the Government will fund an additional $1 billion in health programs, making a total of $4 billion we’ve recently committed to health care. The specific measures are as follows.
From tomorrow, Australians can consult their doctor over the phone—using the service Telehealth.
The Government will provide $200 million in emergency relief to not-for-profit and charitable sector organisations like Foodbank.
We will fund measures—$150 million—to counter the threat of domestic violence, which, I am sorry to say, is real, destructive and hurtful. We will support the work of 1800 Respect and MensLine.
We are providing $74 million dollars to support mental health and support organisations like Lifeline and Kids Help Line.
The focus of the Government is to implement the programs and put in place the support that will protect the health of Australians. It has never been more important to keep ourselves in good mental and physical shape.
To protect Australians, earlier today the Government placed some 1,600 people in quarantine. If you are now in quarantine, then I know that this is not what you wanted or expected. I know that it is not easy. But I also know that the inconvenience that you are experiencing will save lives. I thank you for your cooperation and patience.
This quarantine operation was possible because of the work done by New South Wales: Premier Berejiklian, Commissioner Mick Fuller…the whole team. We couldn’t have done it without them.
Finally I want to emphasise that we are all in this together. If we stick together and support each other then we will be safer. Our families will be better protected and our country will be a safer place.
Just under 320 words. Each sentence is, on average, 15 words. The Flesch-Kincaid Grade Level score is 8.5, which demands only average skills of us as readers. If you can understand Harry Potter, you can understand this version of the Prime Minister’s words.