Which of the following is NOT listed as a thing to avoid when providing risk or crisis communication to the public?

• A. Jargon
• B. Fillers
• C. Empathy
• D. Humor

Answer: (C)

In risk or crisis communication, the goal is to be clear, credible, and compassionate. Empathy helps you acknowledge people's concerns and demonstrate you understand what they’re going through, which builds trust and cooperation during a difficult situation. That’s why empathy is not something to avoid; it’s a value to include.

Jargon should be avoided because specialized terms can confuse the general public and slow the spread of essential safety information. Fillers—like um or you know—undermine perceived confidence and clarity, making messages feel uncertain. Humor is risky in crisis contexts because it can be misread, seem insensitive, or undermine the seriousness of the situation and the timely guidance people need.