Communication in Emergencies: Embedding Communication Into Effective Response
When Amanda Coleman was Head of Communications for Greater Manchester Police during the Manchester Arena terror attack in 2017, she saw first-hand how critical fast and accurate communication is in a crisis. Now working with a wide range of organisations, including Local Resilience Forums, she helps them navigate the increasingly complex communications landscape.
Amanda spoke at our Partnership in Practice event on communication in emergencies and reflected on the importance of speed and trust, changes to how we use media, and how to ensure our communications are part of the solution, not the problem.
“A tapestry of messages”
The world has changed dramatically. We’re not just dealing with the emergency itself - we’re dealing with misinformation, disinformation, mal-information, a growing polarisation in communities and a lack of trust in authorities, all of which are having profound impacts on how we communicate in times of crisis.
Traditionally in policing, they’ve aimed to share and encourage consistent messaging, but research now shows that this approach can be counterproductive. When all messages sound too alike, they can be perceived as a controlled narrative, and therefore less trustworthy. Instead, we need to think in terms of a “tapestry of messages” - communications that are accurate and aligned, but not identical. This approach allows different voices to contribute to the same story, building a fuller, more credible picture that speaks to different communities.
Who and what do we trust?
Researchers at the University of Notre Dame in Indiana, tested two types of messaging in a wildfire response: one focused on how many people, helicopters and what equipment was on scene – the other on preparation and the previous experience of those fighting the fire. The first message increased public fear due to negativity bias, which causes people to pay more attention to the negative implications, whereas the latter inspired more trust and confidence, reassuring the public that those responding were ready and capable.
According to the Ipsos Veracity Index 2024, 62% of British people say they trust the Police to tell the truth. Whilst this is an increase on 2023 of 6%, it is still much lower than the percentage of people who trust NHS professionals (nurses 94%, doctors 88%) and teachers (85%). This is where the voluntary sector, who are often trusted members of their communities, can play a vital role. If you’re part of a trusted network, your voice carries weight - especially in a crisis – so sharing reliable information is key.
Trusted sources of information
The Reuters Digital News Report 2025 shows engagement in traditional media (print and TV news) is falling, while social media, podcasts and even AI chatbots are becoming increasingly popular news sources. We need to understand our audiences and where they look for news, as well as the psychology of how people respond in a crisis, to ensure accurate information reaches the right people, at the right time.
With research showing people are more likely to trust the first message they hear – even if it’s inaccurate - timing and trust are key. Whilst many organisations may not see themselves as having a role in emergencies, day-to-day trust-building in communities and emergency response go hand in hand.
Misinformation and disinformation
The Edelman Trust Barometer 2025 reveals that over 60% of young people (aged 18–34) and 34% of the wider public, believe hostile activism such as intentionally spreading disinformation or attacking people online, is acceptable if it drives change. This creates a huge challenge, particularly with social media being a growing news source and disinformation listed as a key threat on risk registers around the world.
However, there is a difference between misinformation (unintentional) and disinformation (deliberate). When people share misinformation, this may be due to a genuine mistake and so they are more likely to listen when the facts become clearer, whereas those creating and spreading disinformation are intentionally trying to undermine trusted sources, and unfortunately it can be this type of content that spreads the quickest.
A picture can say a thousand words
In an emergency, we often focus on the wording of our messaging, but it’s visuals such as photos and videos that get shared far more quickly and widely. There is a real power in imagery, and this is something we all, including the emergency services, need to better understand. We must consider how we can visualise reassurance and amplify accurate messages through compelling visuals.
Emergency alerts
Emergency alerts are a powerful tool - but only if people trust them. Many countries around the world, including the UK, have some form of emergency alerting system, however they are only effective if people receive and respond to them. The second emergency alert test has taken place, on September 7 2025, but questions remain around how many people have already switched the alerts off. Whilst national programmes such as this are important, and we have seen the effectiveness of the Emergency Alert System in use; examples of localised flood warnings and in evacuations for transportation of an unexploded bomb in Plymouth, we know from the Covid-19 pandemic that local messaging is more trusted than national broadcasts, and this is a trend that is continuing.
Communications should be the solution, not the problem
We need to embed communications into the heart of emergency response - not as an afterthought, but as a strategic function that is part of our preparedness planning. We need to be creative, sharing clear, community-specific messaging to ensure everyone has access to reliable and accurate information - and whilst this may mean saying the same thing in three or four different ways, it also fills the void before misinformation does.