Strengthening Public Trust in Crises

During public emergencies, fear spreads within minutes. Locally and globally, people turn to social media, whispers in the street and whatever scraps of information they can find. The problem is that those scraps are often wrong. As rumours mutate and misinformation or even disinformation spreads, panic sets in and trust in officials evaporates.

The fact of the matter is that trust cannot be built in a crisis — it must already be in place. In Chornobyl in 1986 and in Fukushima in 2011, misinformation spread rapidly, exacerbating confusion and delaying response. In these and other incidents, the response was hampered by a lack of verified official information in the early stages, and sometimes also by conflicting information. This was further complicated by the challenge of explaining to the public complex radiation protection concepts and the basis for decisions on protective actions. Despite efforts to address public concerns, there were situations where people took action in the belief that they were protecting themselves, but this may not necessarily have been the best thing to do.  

To strengthen public confidence in the highly unlikely scenario that disaster strikes, governments and nuclear safety agencies must establish and implement clear, transparent communication strategies. People must become familiar with institutional sources to know where to turn for information that they can trust. Communication on what to do in an emergency should be undertaken regularly and not begin only during a crisis. Accuracy is essential but not enough; consistency is also key, because when different agencies send mixed messages, confusion follows and public confidence crumbles. Coordination between stakeholders is therefore crucial and should be tested regularly.  

“In times of crisis, trust in authorities can be the deciding factor between chaos and effective response,” said Carlos Vidal Torres, Director of the IAEA’s Incident and Emergency Centre (IEC). “At the IEC, we work tirelessly to ensure that governments are prepared to communicate swiftly, clearly and credibly, because in a radiological emergency, every second counts. Strengthening public confidence through preparedness is not just a best practice, it is a necessity.”

Recognizing this, the IAEA works with countries to improve crisis communication. The IEC provides training, workshops and simulation exercises designed to test and strengthen national emergency plans. For example, emergency exercises such as ConvEx-2g allow authorities to practice crisis response in a controlled setting, identifying weaknesses so that they can be addressed before they can develop into real-world problems.

One of the biggest challenges in crisis communication is ensuring that accurate information reaches the public quickly. The IAEA’s Unified System for Information Exchange in Incidents and Emergencies helps governments share real-time updates, providing an essential tool to counter misinformation and coordinate response efforts. In a fast-moving emergency, having a unified communication system is critical.

Misinformation and disinformation spread rapidly, often faster than facts. Social media amplifies speculation, making it crucial for authorities to respond immediately. Governments must not only deliver timely updates but also ensure that their messages are fact based and clear. Engaging with communities, building relationships with journalists and providing regular updates in non-crisis periods can help establish trust before it is needed most.

Building resilience against misinformation and disinformation is not just about leveraging the latest technology; it is about fostering public confidence. People are less likely to fall for misleading narratives when they already trust official sources. That trust is built through consistency, transparency and engagement over time.

Looking ahead, the IAEA is taking further steps to improve emergency communication worldwide. “Emergency communication is constantly evolving,” said Nayana Jayarajan, Outreach Officer at the IEC and scientific secretary of a technical meeting scheduled for June 2025 on new developments in emergency communication and misinformation mitigation, including the role of artificial intelligence. “We need to stay ahead of challenges like misinformation and disinformation, learn from how other sectors tackle it, and make use of new opportunities — from artificial intelligence to targeted training. Our goal is to help Member States build the skills, systems and confidence they need to communicate clearly and effectively when it matters most.”

Public communication will also be a key topic at the International Conference on Nuclear and Radiological Emergencies, set to take place from 1 to 4 December 2025 in Riyadh, Saudi Arabia. This conference will bring together experts, policymakers and communication professionals to exchange insights and strategies. As the landscape of crisis communication evolves, international cooperation will be critical in ensuring that best practices are shared and implemented globally.

The stakes are high. In any emergency, uncertainty fuels fear. By investing in preparedness today, governments and international organizations can ensure that should a crisis arise, public trust is not a casualty of the disaster, but a pillar of the response that also helps save lives.