Commentary From Crisis Management Expert Edward Segal, Author of the Award- Winning Book "Crisis Ahead: 101 Ways to Prepare for and Bounce Back from Disasters, Scandals, and Other Emergencies " (Nicholas Brealey)

For the third time in less than a year, millions of Americans are hearing mixed messages about what they should do and when they should do it to help protect themselves from Covid. Or even if they need to protect themselves.

In addition to creating doubt and confusion about the pandemic and whether and when it will end, the contradictory advice and directives could backfire and prolong the coronavirus crisis if the decisions to lift the mandates prove to be premature.

New York State Lifts Mask Mandate

NBC reported last week that New York Gov. Kathy Hochul lifted a statewide mask mandate Wednesday amid a battle over the rule's legality and as a surge in Covid-19 infections continues to recede.

U.S. Says Keep The Mandates

But on the same day Hochul made her announcement, Axios reported that, "Centers for Disease Control and Prevention director Rochelle Walensky said... that the CDC will continue to recommend that people wear masks indoors in areas where there's high risk of transmission."

Reuters reported on Tuesday that, "With Covid-19 cases still high nationwide, 'now is not the moment' to drop mask mandates in schools and other public places..." Walensky said.

States Move To Ease Or Lift Restrictions

"Despite CDC data showing that community transmission in the U.S. remains high, many states are moving to ease or lift coronavirus restrictions, including getting rid of mask mandates in schools," Axios said.

Reuters reported that Walensky's comments "follow announcements by officials in New Jersey, Connecticut, Delaware, California and Oregon that they plan to lift indoor mask mandates for K-12 public schools and other indoor spaces in coming weeks, seeking a return to normalcy as infections spurred by the Omicron variant of the coronavirus ebb."

Nothing New

Unfortunately, the mixed messages from government officials are nothing new.

In July 2021,  according to the Washington Post, the Centers for Disease Control and Prevention's latest findings and recommendations about the delta variant were at odds with the White House's messaging about Covid-19.

Then last month the Washington Post said that, "Inside the administration, frustration has also been mounting. Officials acknowledge the rapidly changing virus complicates the pandemic response, but some worry [the CDC's director's] public statements have only added to many Americans' confusion.

"At times, her guidance has also been at odds with that of other senior administration officials, most notably, that of Anthony S. Fauci, President Biden's chief medical adviser."

As the Huffington Post noted, "The Centers for Disease Control and Prevention's guidance for isolating is dense and can be somewhat confusing—especially since the rules seem to be in constant flux based on community transmission levels and people's vaccination status."

Advice For Business Leaders

• Don't follow the latest examples being set by federal and state officials by sending mixed or contradictory messages about a crisis that hits your company or organization.
• Ensure that everyone who speaks for or represents your business in a crisis communicates clearly and consistently.

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