THE CRISIS READY INSTITUTE BLOG

An Open Letter to Leaders and Communicators: Pay Extra Attention to the Emotional Toll of COVID-19 When Communicating

There are so many layers to the COVID-19 crisis. So many layers. And I’m grateful that the Crisis Ready Institute understands this and is committed to providing support and guidance that speak to the multiple dimensional layers of this world crisis—and therefore providing me a platform to open up my heart and share the following with you. What I’ve written below is personal, it’s raw, it’s real and it is relatable on a human level to thousands upon thousands of us around the globe.  

I am a Crisis Ready Certified professional—certified by Melissa Agnes herself—so I tend to pride myself on my crisis ready understandings and capabilities. I’ve also been staying abreast of this world crisis as it has been escalating around the world and I’ve been completely self-isolated in my home for the past thirteen days, at the time of this writing. All of this is to say that I consider myself to have a pretty good, logical handle on the realities of this situation.

However, the lessons that I’ve learned this week have shown me just how real the Crisis Ready Rule of “you can’t beat emotion with logic” really is, for even the most prepared of us. This is what the news fails to prepare us for. In truth, this is what nobody can probably prepare us for. But that’s not going to stop me from trying. So, in the interest of addressing this very important aspect of our current reality and the consequences that come along with it, today I want to write from my human perspective.

All the preparation in the world cannot truly prepare us for the emotional impact

As I mentioned, I have been “sheltering in-place” for 13 days. This means that I’m not physically going out of my home to see anyone, not even my family whom I miss very much. Like many others, I didn’t really realize how much I count on the day-to-day interactions with them. Take it away and in its place is left a wound. I realize that in the scope of things, this wound is small. Other people are feeling the same separation, many of whom are experiencing it to a much higher degree of pain than I am. I realize this and I feel for them—for you, if that is you.

In the interest of uniting us all by our single biggest point of relatability, our humanity, I want to share what this has been like from a mom’s perspective, a grandma’s perspective, a relative’s perspective and finally, a neighbor’s perspective.

For the record, I am not a highly emotional person. I am pretty grounded and I take life as the beautiful thing that it is. My outlook has always been rosy and positive. I cannot even fathom how difficult all of this must be for those who struggle to have an optimistic viewpoint by nature. As my days go by, so does life. Fair or not, it goes by. Earlier this week my 52-year old cousin, Chad, suffered a massive aneurysm and died. He was living in Aspen, Colorado, and I am near Orlando, Florida. I didn’t grow up close to Chad but I grew up very, very close to his mom and dad. And, as death does, it has taken Chad and left his loved ones behind.

Tragedy, pre- and post-COVID

Pre-COVID, I would have already been on a plane to Colorado. Post-COVID, Chad was denied personalized attention in the hospital due to the faculty’s attention and focus being on an overwhelm of patients in critical condition. Post-COVID, our family cannot gather to console one another, to grieve our loss together or even to congregate to say goodbye to Chad and celebrate his life together.

These realities amount to a punch in the gut that takes my breath away and deepens the hole that is left in my heart from Chad’s passing. I want to shout to my God, “how is this even happening??!!” But I know that I am just one of so many others dealing with similar types of grief and unimaginable circumstances that amplify the pain of that grief.

Yesterday, as I was absorbing all of this sadness, I received a call from my neighbor. I have lived in my current home for less than 6 months and she has been the only person to come to my door with a housewarming gift, a smile and a beautiful welcome. She is an older single woman who recently lost her husband and now lives alone. During the call, the connection was scratchy at best. The following is what I could make out:

“Bridget… I am…. heart attack.”

I tried desperately to hear what she was saying. It was clear she was in distress. She hung up on me to call someone else but I called her back and the connection was better. This time I heard, “I think I am having a heart attack and I am going to drive myself to the hospital.” I convinced her not to do that and I called for medical assistance for her.

Now for the really hard part…

Pre-COVID, without a thought I would have rushed over to be by her side, console her and wait with her for the paramedics to arrive. Post-COVID, every single fiber in my body was screaming to go help her; to stay with her so that in the event that she was to die, that she wouldn’t be alone. I wanted to be there to help assure her that rescue was coming and to urge her to hold on. The internal struggle that I was facing was excruciating. How could I just leave a woman, possibly a dying woman, all alone in her house? What kind of human does that?

As I waited for the ambulance that felt it would never arrive, I stood at my door in distress not knowing what to do. All I wanted to do was to be there for another human being. And the truth is that I almost went. In fact, I was outside of my house and had decided to go. Then, right before I reached the road, the crisis ready training I’ve received surfaced in my own head and sounded something like this:

“What if she’s not having a heart attack? What if she’s having trouble breathing because she’s infected with the coronavirus? What if she infects you and you, being old enough to be in the “high risk” category, suffer severely and/or infect others? What if you can prevent your own death and probably the death, or at least the suffering, of others… but not hers?”

What is the best way to deal with this type of internal struggle between emotion and logic? I don’t have the answer to that but what I can say is that the struggle is real, it’s harsh, cruel even.

Ultimately, I didn’t go help. I waited for the rescue personnel to do what they do best. I sat back and watched, feeling dreadful that I had done nothing to help. My head knows that that isn’t the truth—I did help in the ways that I could given the circumstances—but my head and my heart are at odds over this.

All of the news we watch and the logical truths we know don’t prepare us for the in-the-moment emotional struggle

No one prepares us for this. We can train and logically know the risks, their impacts and everything that surrounds the truth of being in crisis. We can watch the news and see the sick, see the dying, and hear the dreadful stats and numbers. But being prepared to manage through the challenges when you’re absorbed with emotion is more difficult than anyone or anything can ever prepare us for.

So, tired of feeling helpless, I wanted to share my experience and learnings with you, and I want for every leader and communication expert to remember this truth when communicating with your stakeholders, your families, your friends, and your communities throughout the management of this life-changing crisis.

Remember that we cannot beat emotion with logic and under distressed circumstances, that emotion can take over and drown out all screams of logic. Remember this and pay extra attention to communicate effectively. This means with emotional intelligence and emotional wisdom that will allow you to truly get your important messages through to the people who look to you for guidance, support and leadership.

These are just some of the scars I will take with me when we are out of this mess. I couldn’t comfort my relatives and I couldn’t comfort my neighbor. That is the grim reality of this for me, so far.

The positive news that came out of these two situations is that my neighbor lived to see another day. For that I will always be grateful. But I wonder how many more scars will develop during this time? How many others will be faced with these hard decisions and be able to walk away with only scars and not become permanently damaged?

Today, I stepped back into the Bridget I know best: positive, cheerful and full of determination to make the best of the situation we are all in. And while I expect more “tests” to come my way, I hope that I remain strong enough to accept the challenges that present themselves and that I get through them in a way that leads to the best interest for all. And I wish the same for you.

This blog post is dedicated to Chad. Long may you know how loved you were; how loved you are.

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    Paul Damaren is the Global Director of Strategic Accounts for LRQA, a global Assurance Provider. Paul also holds the position of Chief Commercial Officer and Partner at StepUp Solution Services. Paul has worked as a Senior Executive in the Certification space for 10 years and has over 39 years’ experience in the Hospitality, Certification, Service, Retail agri-food and Technology sectors. Damaren is skilled in sales, marketing, certification, operations and software applications and he possesses an MBA from McGill University.

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    Paul was formerly a board member and Treasurer for the Ontario Food Protection Association (OFPA) and is a currently an Advisor & Council Member with The GW University School of Business and the Crisis Ready Institute.

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    An expert in public affairs, policy and diversity and inclusion, with over twenty five years of experience at the international, national, state and local levels across the nonprofit, philanthropic, corporate and government sectors, Licy is an accomplished, values-driven leader with unparalleled experience in developing and leading integrated public affairs campaigns combining strategic communications, public relations, political/legislative initiatives, policy, coalition building, grassroots efforts and advocacy.

    Before joining BCW, Licy built and lead a nationally recognized minority owned strategic public affairs and communications firm, served as Health Practice Chair and Principal at The Raben Group, was the Chief Executive Officer of The AIDS Alliance for Children, Youth and Families, and managed and helped set the leadership direction for strategic policy, communications, and advocacy investments in executive and senior government affairs roles for the American Cancer Society and the nation’s Community Health Centers.

    Before joining the private sector, Licy was domestic policy advisor to U.S. Congressman Barney Frank and served in several capacities in the Office of Senator Edward M. Kennedy. During his extensive tenure in Washington, D.C., Licy has played a leading role in efforts to draft, shape and enact legislation and policy to improve the public health, health care safety net and the lives, livelihoods and well-being of the nation’s disadvantaged and underserved communities. 

    Licy also has worked with Moet Hennessey to drive diversity and inclusion on Wall Street and corporate America. He has partnered with Vice President Al Gore, senior government officials, scientists, NGOs and activists, on global climate change impact and sustainability across Africa. And he was appointed by Republican and Democrat governors to oversee the conservation, preservation and management of a prominent U.S. national historic landmark.

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    As Executive Vice President and Managing Director in the BCW Public Affairs and Crisis practice, Licy drives healthcare and social impact policy and strategy, and helps shape strategic direction on diversity, inclusion and belonging for the firm and its clients across North America, in public and corporate affairs, government relations, communications, crisis and reputation management. Licy also leads the BCW Healthcare Team in Washington, D.C.

    An expert in public affairs, policy and diversity and inclusion, with over twenty five years of experience at the international, national, state and local levels across the nonprofit, philanthropic, corporate and government sectors, Licy is an accomplished, values-driven leader with unparalleled experience in developing and leading integrated public affairs campaigns combining strategic communications, public relations, political/legislative initiatives, policy, coalition building, grassroots efforts and advocacy.

    Before joining BCW, Licy built and lead a nationally recognized minority owned strategic public affairs and communications firm, served as Health Practice Chair and Principal at The Raben Group, was the Chief Executive Officer of The AIDS Alliance for Children, Youth and Families, and managed and helped set the leadership direction for strategic policy, communications, and advocacy investments in executive and senior government affairs roles for the American Cancer Society and the nation’s Community Health Centers.

    Before joining the private sector, Licy was domestic policy advisor to U.S. Congressman Barney Frank and served in several capacities in the Office of Senator Edward M. Kennedy. During his extensive tenure in Washington, D.C., Licy has played a leading role in efforts to draft, shape and enact legislation and policy to improve the public health, health care safety net and the lives, livelihoods and well-being of the nation’s disadvantaged and underserved communities. 

    Licy also has worked with Moet Hennessey to drive diversity and inclusion on Wall Street and corporate America. He has partnered with Vice President Al Gore, senior government officials, scientists, NGOs and activists, on global climate change impact and sustainability across Africa. And he was appointed by Republican and Democrat governors to oversee the conservation, preservation and management of a prominent U.S. national historic landmark.

    Licy is a graduate of Duke University and holds a certificate in public health leadership in epidemic preparedness and management from the University of North Chapel Hill—School of Public Health and Kenan Flagler Business School, and is the recipient of multiple industry awards and citations for his leadership, policy and public affairs acumen, including being named to The Hill Newspaper list of most influential  leaders in Washington, D.C. consecutively over the last ten years. As a global citizen, Licy has lived in Turkey and Spain, and is fluent in Spanish and Cape Verdean Portuguese.

    Melissa Agnes

    Recognized globally as an expert, thought leader and visionary in the field of crisis communication, Melissa Agnes has worked with global players, including NATO, the Pentagon (DoD), Ministries of Foreign Affairs and Defense, financial firms, technology companies, healthcare organizations, cities and municipalities, law enforcement agencies, aviation organizations, global non-profits, and many others.

    In 2020, Melissa founded Crisis Ready Institute, a public benefit corporation dedicated to teaching advanced crisis communication skills.

    She's currently passionate about providing dedicated support to crisis communication consultants. Through her programs, she’s focused on helping them strengthen their crisis communication skills and credibility in the market, and supporting them in growing and scaling their business. The work they do is important and she's passionate about helping them amplify the positive impact they have in the world.

    Her book, Crisis Ready: Building an Invincible Brand in an Uncertain World, is taught in dozens of universities around the world, including at Harvard University; is ranked amongst the leading crisis management books of all time, by Book Authority; and was named one of the top ten business books of 2018 by Forbes.

    Melissa is the creator of the Crisis Ready® Model, which is recognized and being taught as leading industry best practice in the fields of crisis management and crisis communication.

    As an in-demand international keynote speaker and a TEDx alumna, Melissa has traveled the world helping organizations and leaders further strengthen their crisis ready mindset, skills and capabilities.

    In 2019, Melissa founded the Crisis Ready® Community, a space for professionals to come together to support one another, collaborate and strengthen their crisis ready skills.

    Melissa sits on the Board of Directors for ZeroNow, a non-profit committed to ending harmful events in schools.

    She also sat on the Board of Trustees for D'Youville University for four years until the end of her term, where she also serves as a visiting scholar for the course she co-created and co-teaches on Crisis Leadership.

    Passionate about serving law enforcement and bridging the trust divide between agencies and the communities they serve, Melissa is a former member of the International Association of Chiefs of Police (IACP). In 2021 she co-chaired a committee tasked with developing a strategy and plan of action to begin resolving the trust crisis in the U.S.

    In 2019 and 2020, Melissa sat on the panel tasked with developing the International Standard for Crisis Management— ISO 22361, Guidelines for developing a strategic capability.

    Born and raised in Montreal, Quebec, Melissa currently lives in New York City and enjoys weight-lifting, sailing, and exploring new cities, countries, and cultures.

    Erick Anez

    Erick Anez is the Global Head of Business Resilience at Finastra. Erick is a proven leader with well over a decade of experience leading change and transformation in the Operational Resilience field.

    His hands-on approach focuses on operational learning, culture, and reputational management. Erick holds a Bachelor of Emergency & Homeland Security, Graduate studies in Security and Disaster Management, is a Certified Business Continuity Professional (CBCP), Certified Risk Management Professional (CRMP), graduate of the FEMA institute in Incident Management and Command, and is a respected member of Public-Private partnerships within the Department of Homeland Security (DHS), Federal Bureau of Investigations (FBI) and  the Federal Emergency Management Agency (FEMA).

    Some of his most notable achievements in the field include leading the private sector response to Hurricane Maria as well as working with the Department of Homeland Security (DHS) in Continuity of Operations (CCOP) projects for mission-critical facilities in the United States. Erick has also trained with the Center for Disease Control (CDC) in Infectious Disease Planning and community response, including Point of Dispensing initiatives.

    From 2016 to 2019, Erick held several roles at Crowley and, most recently, was the company’s Managing Director of Safety & Resilience. During this time, he was responsible for resilience operations supporting all business segments as well as leading the organization’s safety culture improvement journey. At Crowley, he led the Occupational Health & Safety, Business Continuity, and Crisis Management teams.

    Before joining Crowley, Erick held similar roles at Southwest Gas and Third Federal Savings & Loan.

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    Founder and Principal, One Thirty Nine Consulting
    Global Advisory Council Member, Crisis Ready® Institute

    Aaron Marks is the founder and principal of One Thirty Nine Consulting, providing services for small and large businesses in Risk, Crisis, and Consequence Management.

    Supporting both domestic and international clients, he provides operational and subject matter expertise in readiness and preparedness, crisis and incident management, and business and operational continuity for complex systems and organizations.

    Aaron has provided in-depth review, assessment, and analysis for technology, policy, and operational programs for clients in healthcare, critical manufacturing, and entertainment and hospitality, as well as for state, local, tribal, territorial, and federal governments in the United States, Europe, and the Middle East. He is a recognized authority on the application of nontraditional techniques and methodologies to meet the unique requirements of training, evaluation, and analytic games and exercise.

    Prior to entering the readiness and preparedness field, Aaron was the Director of Operations for a commercial ambulance and Emergency Medical Services (EMS) provider in western New York State where he participated in the integration of commercial EMS and medical transportation resources into the local Trauma System.

    During his 30-year career, Aaron has worked in almost every aspect of EMS except fleet services. This includes experience in Hazardous Materials and Tactical Medicine, provision of prehospital care in urban, suburban, rural, and frontier environments, and acting as a team leader for both ground and aeromedical Critical Care Transport Teams.

    Aaron is a FEMA Master Exercise Practitioner and received a B.A. in Psychology from Texas Tech University in Lubbock, Texas, and a master’s degree in Public Administration with a focus in Emergency Management from Jacksonville State University in Jacksonville, Alabama. He is also a Nationally Registered Paramedic and currently practices as an Assistant Chief with the Amissville Volunteer Fire and Rescue Department, Amissville Virginia.

    Chris Hsiung

    Chris is the 11th Police Chief of the Mountain View Police Department, located in the heart of Silicon Valley. For more than 25 years, he has served the Mountain View community, and as the department’s leader, is passionate about maintaining MVPD’s role as a progressive law enforcement organization in the 21st century.

    Chris is an internationally recognized speaker and columnist on the areas of crisis communications, critical incident management, leadership, and engagement with stakeholder groups. In his time with Mountain View PD, Chris has held a variety of investigative, tactical, and leadership roles, serving in every division in the organization. He is a graduate of the Harvard Kennedy School of Government Senior Executives in State and Local Government program and has a master’s degree in eBusiness Management from Notre Dame de Namur in Belmont, CA.

    Chris also serves in several leadership positions on multiple boards, including as president on the Government Social Media Leadership Council and committee member on the IACP's Professional Standards, Ethics, and Image Committee. Previously, Chris served as a board member for the Peninsula Conflict Resolution Center and two terms as a commissioner on the City of San Mateo Community Relations Commission.

    You can connect with him on Twitter @Chief_Hsiung or LinkedIn.

    Ashley Davis

    Ashley is a Brand and Marketing Strategist who partners with CEOs, executives and solopreneurs to grow their personal and professional brands. After spending over a decade working in strategic communications for multimillion dollar brands and startups, Ashley knows what truly drives conversations, builds mutually beneficial relationships between organizations and their stakeholder groups and attracts strong strategic partnerships.

    Ashley has helped organizations and leaders increase employee awareness and overall understanding of the company vision. She has strong experience / knowledge of social media tools and techniques for driving awareness, reputation and brand—and is known for advancing a company's messaging in the marketplace by growing the following of now multiple multimillion dollar brands and startups.

    Ashley has served as the Editor of monthly all employee publications by managing the planning, writing and production. She is an integral part of new product launches and is frequently engaged to train entire sales teams along with channel / distribution partners on new product launches. In addition to her extensive experience, Ashley is a trained business coach.

    Ashley holds a BA in Global Business Management from the University of Phoenix.

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