CRISIS EXPERT: 'DON'T PANIC' MEANS 'PANIC' TO OUR BRAINS

"Negative words stick in our brains 4x more than positive ones," a noted crisis communications expert writes on social media. 

"In a crisis, saying 'don't panic' makes people think ... panic," Jacquelynn T. says on LinkedIn. "The brain literally can't process negatives under stress."

"So flip the script. Say what IS, not what isn't."