How Metaphors Simplify and Clarify Crisis Communication?
In times of crisis, clear and effective communication is essential to reduce confusion and build public trust. One powerful tool that leaders and communicators often use is metaphor—a technique that simplifies complex ideas by relating them to familiar concepts. A striking example comes from Michael Outram, Commissioner of the Australian Border Force, during the 2020 Ruby Princess cruise ship incident.
In March 2020, the arrival of the Ruby Princess cruise ship in Sydney—carrying passengers with COVID-19—captured widespread attention and sparked a lasting saga, with compensation and damages still being addressed in the courts. During this crisis, Michael Outram, used a powerful metaphor to clarify the complex situation: he described the process as ‘three red lights’ that need to turn ‘green’ before passengers and crew can be allowed into Australia.
A metaphor is an effective communication technique because it simplifies complex ideas, making them easier for a broader audience to understand. This approach helped non-experts grasp the situation by breaking it down into a familiar concept, reducing confusion and fostering clarity. Additionally, metaphors engage the audience emotionally, making the message more memorable and impactful, which is especially valuable during a crisis when clear and transparent communication is critical.
