Building Trust Before the Storm: Reflections on Crisis and Emergency Risk Communication Training (CERC)
By: Jenna Olson
A few weeks ago, I sat in a room with public health professionals from across our region, reflecting on the challenges and successes of sharing critical information during times of crisis. Having joined the public health field in 2022, I knew I had a lot to learn from those of you who weathered the storm of COVID.
A few common threads emerged, and it struck me how actionable they are now, at a time when we aren’t facing an imminent crisis. Because effective communication during emergencies relies on trust, preparation, and connection—all of which start long before the emergency occurs.
Building trust and credibility over time—through regular engagement with local media, growing our social media presence, and forging partnerships across sectors—lays the groundwork to communicate well, and do it quickly, when it matters most.
Across the region, I see this preparation in action:
In Cook County, public health staff appear regularly on local radio, a trusted source of information in the community.
In St. Louis County, public health communicators are expanding their presence on social media and sending newsletters to community partners monthly.
In all four counties that our community health board serves, public health professionals work in coalitions and partnerships with educators, social service providers, health care workers, and business leaders on initiatives like mental health support, substance misuse, and infectious disease prevention.
This year, our team offered a series of communication and media trainings on topics like Building Trust and Credibility, Tools for the Media, Advocacy, and Data. (Staff in the four counties continue to have access to these recordings. Email me at olsonj1@communityhealthboard.org if you’re not sure where to find them.)
These efforts prepare us to exemplify the principles of Crisis and Emergency Risk Communication (CERC) when we need them.
Is there more we can do?
Of course. We know that not every department has the staff capacity to maintain a strong social media presence, for example. But there are other ways to build trust that we can start or continue doing:
Engage community leaders. Partner with trusted voices like faith leaders, tribal leaders, or local business owners to reach diverse audiences.
Host public forums. Create opportunities for open dialogue to address concerns and answer questions before crises arise.
Leverage existing networks. Collaborate with schools, libraries, and community organizations to disseminate information effectively.
By diversifying how we connect with communities now, we strengthen the foundation for clear, compassionate, and effective communication in future emergencies. The relationships we nurture today will be the lifelines we rely on tomorrow.
What other strategies are you using now to be ready to communicate effectively during future emergencies? We’d love to know what’s working in your community!
These reflections stem from an in-person CERC training that I attended last month. It was led by communications staff from the Minnesota Department of Health.