when i worked in an e.r. i found it best to calm the parent(s) first, if needed. once the parent(s) were down off the ceiling looking nonplussed, the child's anxiety and fears were typically gone too.

the kids look to the parents - if the parents appear to think it's no big deal, it isn't. even if it is.
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“Everyone should have a horse. It is a great way to store meat without refrigeration. Just don’t ever get on one.”
- ponder's dad