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Quick Tip #2: Care & Feeding of the Crisis Brain

During these unusual times, finding innovative ways to keep stakeholders engaged has become a top-of-mind concern. Over the coming days and weeks, Chesapeake will share communications best practices that maintain productive relationships with your key audiences. 

QUICK TIP #2:  Care & Feeding of the Crisis Brain

People who feel their safety or livelihood is threatened have trouble hearing, understanding and remembering information. Mental and emotional noise during a crisis can reduce a person’s ability to process information by more than 80 percent.  

The way we judge a leader’s trustworthiness also changes during an emergency.  In normal situations, people decide to trust you based on your level of competence and expertise. But in a crisis, it’s mostly about how well you listen to people and demonstrate caring and empathy. 


Keeping the crisis brain in mind, keep your communications simple.  

  • The shorter the message, the more people will remember.

  • Limit your message to three concise points.

  • Don’t use formal or bureaucratic language. Write from the heart.

Watch your email for more Quick Tips in the days to come. Please accept our best wishes for you, your loved ones and employees to stay safe and healthy during these trying times.   


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