Words Always Matter
Especially During a Crisis
One of the most important mottos in the communications field is, “words matter.” I share this often, especially when presenting on strategic communications or conversing with friends. The effect of words — how they are used and received — is critical, especially during a time of crisis.
Crisis is commonly defined as a turning point of intense difficulty, instability, or danger. There is no doubt that since December 2019, parts of our world have been in crisis mode.
In this frontier of the unknown and an overload of sources, I’ve observed a trend where terms are being used to familiarize readers and various audiences. However, these are not familiar times, and terms are being incorrectly used interchangeably.
When U.S. leaders first began to address the coronavirus disease (COVID-19), the clear message given was the need for heightened hygiene and citizen responsibilities. As COVID-19 escalated, the lack of clarity over what plans were in place raised concerns. Media and social media fuel the doom in its never-ending cycle, filling the desire to warn but also to feed the addictive nature of social media. The message of washing one’s hands was not enough of a call-to-action for those looking to feel safe.
When word got out that apparently wearing masks could serve as a protective shield, there was a mad rush to buy them. That resulted in the medical field being left without an ample supply and an order for mass production to ease additional fears. On Feb. 29, 2020, the U.S. Surgeon General tweeted masks were not effective in combatting the disease and that the public should stop buying them. People were left wondering — “So, health care workers need them but we don’t?”
Weeks later, the Centers for Disease Control and Prevention (CDC) recommended “cloth face coverings” to “help slow the spread.”
Meanwhile, County, State, and Federal leaders said different things at different times. And, the public’s confusion increased.
However, a proven tactic to prevent spread — that stuck — was physical distancing, which has been coined “social distancing.” This is another example of words that people don’t understand. If officials had used the term physical distancing rather than social distancing, news stories wouldn’t have had to explain what social distancing means.
Then there was a hazy indication for the need of a 14-day self-quarantine. The striking bell for this was the use of “14 days,” which most people familiarize with a storm-like situation where they would need to stock-up. The collective ideology resulted in a dash to buy toilet paper and bottled water. Media and social media posts were filled with pictures of empty shelves and desperate hoarding.
Even if COVID-19 is an evolving crisis, could the panic have been prevented with clearly stated stages of protocol instead of piecemeal messages from leaders? Could there not have been a moment before the press conferences to ensure a set of consistent set of terms and definitions?
A clear example . . . many local governments have established a “stay at home” order.
Some media outlets inadvertently changed this order by referring instead to a “shelter in place” or a “lockdown.” These are clearly different words with different meanings.
A “stay at home” order is new language for the public. And, because this crisis is a new emergency circumstance that we’ve never experienced before, it is even more important to provide definitions.
Mixing terms in messages causes more confusion and a lack of confidence. So, let’s breakdown three of the terms that have been commonly used so far — shelter in place, lockdown and stay at home.
Most states are familiar with the term shelter in place because it is commonly used during a severe storm scenario where a community shelter is a last resort or unavailable. Officials advise residents to shelter in place until a storm passes and to refrain from traveling. It is also terminology that can be used during an active shooter situation, where residents are advised to shelter in place until the threat is over.
Similarly, a lockdown occurs when there is an active shooter or risk to harm scenario. The term lockdown is often used in schools during an ongoing investigation and/or when there is a threat to a school campus, such as a bomb threat. No one comes in or out of the campus premises.
A stay at home order is a directive to stay at home and refrain from leaving unless to get solitary exercise or to buy essential needs such as food and medicine (and toilet paper if you can find it). Those who are required to be at work may leave their homes for their working shift but are then required to go directly home. Visitations to provide assistance to vulnerable people are acceptable provided health precautions are in place. An example is food delivery. This stay at home order is one way to prevent the spread of a disease that currently has no cure, as we have learned from the mistakes and triumphs of other countries who are affected by COVID-19.
Amid these are the words quarantine and isolation. While these are well-defined by the CDC, the terms were often misused in news conferences.
Different terms serve different purposes. To use them interchangeably causes heightened anxiety for the public trying to come to grips with a situation that severely lacks clear protocols.
There is a massive amount of information being poured out not only to enlighten, but to provide perspective of the severity of this crisis. It is vital that leaders take time to be intentional with their words. We have been warned that this pandemic will continue for months.
Now is the time for leaders to get their messaging protocols and words right.
