Part 5: Communicating efficiently with citizens in case of a crisis

When a crisis happens, whatever its type, local authorities have a major role to play in communicating with citizens in order to inform, reassure, prevent the escalation of the incident, keep the public safe, and ensure they do not interfere with the police and emergency responders. An im portant aspect of a local authority’s sound communication with the public in case of a crisis consists of coordinating the messaging with police and emergency responders so as to speak with one voice and not confuse the public. Furthermore, as we’ve seen in the previous chapter, communication in itself is part of the key preventive measures local au thorities can take to ensure the security of a public space.

To do so, it is necessary to take into account the main aspects of a public communication strategy before, during and after a crisis. A crisis can be defined as an event, a perception, a consequence, a threat or a situation whose trigger usually has three characteristics: it is unex pected, unforeseen and improbable. This trigger will impact the organ isation by creating ambiguity and uncertainty due to the fact that there is an acceleration of time and the emergence of new actors. Crisis management plans are important both at the horizontal (between local key stakeholders) and vertical levels (among local, regional or national actors). Clear, consistent and effective communication is essential to reassure citizens, not only to inform them of the decisions being taken to tackle the crisis, but also to reduce its social impact and, importantly, prevent the spread of fake news.

5.1. Roles and responsibilities in crisis communication

Knowing the different communication channels available, notably mainstream and social media, their respective characteristics and audience, and how they operate is key to delivering messages that actually reach their target and are clearly understood and followed. In this respect, it is important that local authorities have one single spokesperson that is able to communicate with all the relevant actors and with the public in a reassuring, credible, “audible” and timely manner.

Another important aspect that should not be neglected is communicat ing after the crisis to help the public recover from the incident, for example by sharing their feelings and contributing to some sort of ritu alisation that helps processing the event, which can be gathering with flowers and candles in the place where the event happened, signing an online book of condolence, making donations, etc. More generally, post-crisis communication seeks to gather the local communities together in a healing process, and crucially prevent a backlash in the form of increased polarisation, hate or ethnic tensions.

In practice: the Strong Cities Network’s detailed toolkit

One of the first steps for effective communication is to have a skilled, competent team where everyone has clear responsibilities, which include gathering information, defining the communication strategy, operationalising it, liaising with all the other actors involved in solving the crisis (police, emergency responders, other authorities…), and coor dinating the whole operation.

There is a wealth of information available out there on crisis communication in general, a major aspect of communica tions and PR, with useful guidelines for local authorities that can be applicable in all kinds of crises. Regarding more spe cifically communication in case of a crisis affecting an urban public space, such as a terrorist attack, a good resource is the comprehensive toolkit designed by the Institute for Strategic Dialogue and its parent Strong Cities Network (SCN), both long-standing partners of Efus.

Their 50-page toolkit is divided into four chapters: 1) com munity engagement, setting out how authorities can leverage

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existing networks to determine the impact of an attack and identify the most appropriate victim support mechanisms; 2) public communications and how local authorities can develop outreach plans that de-escalate any rising tensions and strengthen a city’s sense of identity, morale and cohesion; 3) ensuring local communities benefit from appropriate psycho social support; 4) summary of key considerations to guide city leaders in the immediate aftermath of an attack, when tensions are at their highest. Finally, two annexes feature worksheets and further tools that can be used to support this work and monitor social media platforms, which can be a powerful tool to inform all aspects of the city’s response.

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In practice: the Run, Hide, Tell campaign

“We need the help and support of individuals, businesses and communities across the UK to remain alert and maintain the safety and security of those places where we live, work and socialise.”

Metropolitan Police guidance, London, United Kingdom

Effective crisis communication is an integral part of respond ing to any type of threat. The UK campaign Run, Hide, Tell provides a three-step guidance for citizens in the unlikely event of an attack.

1. Run to a place of safety.

2. Hide considering exit and escape routes.

3. Tell the police only once it is safe.

> You can check the Met Police’s information leaflet or watch the Stay Safe film.

It is interesting to note that when in London, the Met police recommends to Run, Hide and Tell; in other European cities, public authorities’ recommendations are different. For example, in Liège and Oslo, official guidance in case of an attack recommends the public Run and Hide but also, if cornered, just Fight.

Such discrepancies appeared during a simulation exercise in the Liège Police Academy organised by PACTESUR. They point to the importance of having consistent messages from all the stakeholders involved in protecting the public in case of a terrorist attack. As we’ve seen earlier, consistency and clarity in messaging are key and can be life-saving.

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> The SCN’s Responding to a Terror Attack toolkit is available here

In practice: the Police in your Pocket app, Luxembourg

The Luxembourg Police’s mobile app includes a function called Citizen Cop through which members of the public can report suspicious activities or behaviour in a timely, simple and unfiltered manner. Free of charge, it can be used in four languages: Luxembourgish, French, German and English. Registration is needed (name, e-mail and telephone number). The app also allows the police to inform users directly and quickly in the event of a crisis thanks to the push notifica tions, and also to solicit the support of the population, for example in case of a missing person or to track a suspected offender. The app also provides information on where to find the nearest police station, as well as traffic information and access to the e-Police Station.

> More information here.

In practice: the Secu4All project’s podcasts

Another useful resource is the series of four podcasts produced by the Secu4All European project (December 2020–November 2022), which sought to empower local and regional authorities with theoretical knowledge and practical tools to ensure the security of public spaces and the protec tion of soft targets (i.e. sports venues, shopping centres, schools…) against potential threats.

The podcasts cover four topics: assessing the vulnerability of a public space; urban planning, design and management for urban security; communication in crisis management; and technology for security in public spaces.

The episode on communication addresses questions such as: what should a crisis communication team look like? How should a crisis communication team prepare for a crisis? What are the key elements of communication during and after a crisis? How to make sure communication is consist ent, backed by verified facts, and coordinated?

The programme quotes the Strong Cities Network’s Re sponding to a Terror Attack toolkit, as well as the Driver+ (Driving Innovation in Crisis Management for European Re silience) European project on the operational needs of practi tioners in case of a crisis such as a climate disaster or a terrorist attack.

> The Secu4All podcast series is available on Efus’ website here.

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