1. Make sure that the key messages are communicated by a well-prepared spokesperson who has credibility with the audience.
2. Speak in an open and sincere manner that projects care and compassion, using a respectful, nonjudgmental tone.
3. Use “bridging” to stay on message and to bring the conversation back to the messages you want to deliver (see Chapter 9).
4. Follow up with frequent and consistent communications that are repeated by others with influence.
5. Include clear recommendations for action, as appropriate.

Source: Shepherd MB. Emergency risk communication. Presentation at Family Health International, Research Triangle Park, NC; May 2005.