What is process communication?
Process communication is exactly what the word says: communication about the process. Professionals who often work with crisis communication know that it is built on information provision, meaning making and damage limitation.
Better awareness of the situation
Process communication seems less well-known: not everyone is clear about what exactly is meant by it. Process communication is providing information about the (im)possibilities of the parties involved. The main goal: maintaining or increasing trust in the organizations – such as government and emergency services. A side effect is ensuring better familiarity with the situation (the crisis), so that those involved also have the feeling that the situation is manageable. This can, for example, remove the uncertainty of those involved.
Positive influence on trust
Process communication can also positively influence the perception of the seriousness of the situation. It is like the doctor who explains to the parents of a sick child which scenarios they are going to investigate based on visible complaints. This creates confidence in his or her position as a doctor ('he holds nothing back and includes us in his considerations') and thus reduces the uncertainty about which measures will be taken ('the doctor knows what he or she is doing in any case, that reassures us'). Process information mainly creates understanding for the position of organizations and ensures confidence in the actions.
Why is (more) process communication necessary?
Developments in our society – think mainly of smartphones (availability) and social media (shareability) – mean that from the very first moment an incident can be followed (remotely). The existence of the incident is often quickly picked up by a large group of people via various media. Sometimes because an eyewitness communicates directly via social media, but also because certain information is shared to alert emergency services, including via P2000 and CIN .
In no time, several people are or feel involved in the incident. The need for information increases. As a crisis organization, you cannot just provide more factual information and then switch to radio silence. 'Everyone' is involved and wants to be included in your process. This also reduces the chance that the information about the incident will take on a life of its own.
In online communication we actually see three types of process communi austria mobile phone number list cation used by organizations, which we abbreviate as TRU: Time, Reason and Explanation.
Timing: When do we plan to do what?
The first form of providing process information concerns the time at which more information becomes known. This information can be provided, for example, in the period between the incident and the first official press moment. In this way, it is clear to the outside world when the parties involved come up with new information about the incident. An example:
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Information about a crisis must be 100 percent reliable and valid before you can release it. Until then, it is important to recognize 'facts' and rumors that are circulating. Where necessary, you can check these and communicate the real facts or provide process information. Sometimes it takes some time before an organization such as the police can be 100 percent certain of something.
Imagine that, for example, a report is made on social media that a girl died from being crushed at a large house party. If there is no report, that does not mean that it did not happen. It will then take some time before you can respond. In the meantime, the police can provide procedural information. For example, by indicating that the police have taken note of the rumour, explaining that the rumour is being investigated (and if possible, how). Additional procedural information can remove uncertainty: reporting a time period within which the police hope to be able to say whether or not there has been a fatal victim. One is the evacuation of a police station in Rotterdam.