I picked "How do people react in a pandemic?" as my secret of choice. Almost all the crisis management is based on this first question, since any response takes place after the panic - and if we can learn to moderate that response before it is panic then so much the better.
I really like the comment that the knee-jerk over reaction is often useful. If, before the actual disaster arrives in full-force, people have done some research and are taking precautions then we will be in better shape to deal with the major issues as they arrive. If, say, the people already know that the flu comes with vomiting and fever, and that without these symptoms you are not at risk, then the panic is lessened.
Obviously having foreknowledge of a pandemic is wishful thinking, but that initial presentation of facts and using the first moments of the public's attention are key.
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