Sun Tzu's five rules regarding communication methods during a crisis.
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This article explains that the real danger during a crisis always in our response and nothing about that response is more important than the messages that we send. During a crisis, people are overloaded with too much conflicting information. The chaotic conditions of the external environment disrupts the orderly flow of productive communication. Because of the high noise to message ratio, individuals can easily receive very different messages regarding the situation. When people have very different perspectives on a situation, they are likely to choose different responses. As people go in different directions, unity breaks down, diluting the effectiveness of every action.