CERC stands for Crisis Emergency Risk Communication, which is a concept and approach used in public health communication during crises or emergencies. It refers to a set of principles, strategies, and tools employed to effectively communicate with the public and other stakeholders during times of crises or emergencies, particularly in the field of public health.
CERC acknowledges that during a crisis, accurate and timely information is crucial to help the public make informed decisions and act appropriately to protect their health and safety. The goal of CERC is to establish and maintain trust, promote transparency, and ensure that the public receives accurate and accessible information throughout the crisis.
CERC involves active listening to the concerns and needs of the public, along with effective two-way communication channels to address their questions and fears. It emphasizes on empathy and understanding, acknowledging the emotional impact of the crisis on individuals and communities, and providing reassurance, support, and practical guidance.
Furthermore, CERC identifies the importance of tailoring messages to the specific needs, characteristics, and cultural backgrounds of diverse audiences. It emphasizes the use of clear, concise, and jargon-free language to enhance comprehension and facilitate action.
Overall, CERC is a comprehensive and systematic approach to crisis communication that aims to build trust, provide accurate information, and effectively engage with the public and other stakeholders during emergencies or crises, with a specific focus on public health.
