Reynolds Barbara, Quinn Crouse Sandra
Office of Enterprise Communication, Centers for Disease Control and Prevention, Atlanta, Georgia 30333, USA.
Health Promot Pract. 2008 Oct;9(4 Suppl):13S-17S. doi: 10.1177/1524839908325267.
During a crisis, an open and empathetic style of communication that engenders the public's trust is the most effective when officials are attempting to galvanize the population to take a positive action or refrain from a harmful act. Although trust is imperative in a crisis, public suspicions of scientific experts and government are increasing for a variety of reasons, including access to more sources of conflicting information, a reduction in the use of scientific reasoning in decision making, and political infighting. Trust and credibility--which are demonstrated through empathy and caring, competence and expertise, honesty and openness, and dedication and commitment--are essential elements of persuasive communication.
在危机期间，当官员试图激励民众采取积极行动或避免有害行为时，一种能赢得公众信任的开放且富有同理心的沟通方式最为有效。尽管在危机中信任至关重要，但由于多种原因，公众对科学专家和政府的怀疑正在增加，这些原因包括有更多相互冲突的信息来源、决策过程中科学推理的运用减少以及政治内斗。信任和公信力——通过同理心与关怀、能力与专业知识、诚实与开放以及奉献与承诺来展现——是有说服力的沟通的基本要素。
