If 2020 has taught us anything it’s that we need to communicate well during a crisis.

So here are tips from the United States Centre for Disease Prevention and Control, which we published back in May. These are still the gold standard:

1. be first: Crises are time-sensitive. Communicating information quickly is almost always important. For members of the public, the first source of information often becomes the preferred source.
2. be right: Accuracy establishes credibility. Information can include what is known, what is not known, and what is being done to fill in the gaps.
3. be credible: Honesty and truthfulness should not be compromised during crises.
4. express empathy: Crises create harm, and the suffering should be acknowledged in words. Addressing what people are feeling, and the challenges they face, builds trust and rapport.
5. promote action: Giving people meaningful things to do calms anxiety, helps restore order, and promotes a restored sense of control.
6. show respect: Respectful communication is particularly important when people feel vulnerable. Respectful communication promotes cooperation and rapport.