Agcaoili, Arbis, Romana, Tagarino

RISK COMMUNICATION

Objectives
Learn about the development of

Communication strategies in Risk situations

To be able to discuss the background of Risk

Communication To discuss the rules involved in Risk Communication practice To be familiar with Message maps and Interview guidelines

Risk Communication (RC)

a complex, multidisciplinary, multidimensional, and evolving process of increasing importance in protecting the public's health. - an interactive process of exchange of information and opinion among individuals, groups, and institutions - use to give citizens necessary and appropriate information and to involve them in making decisions that affect - help promote changes in individual behavior

Some myths about risk communication

Telling the public about a risk will

more likely to unduly alarm people than keeping quiet.

Another myth
Communication is less important

than education. If people knew the true risks, they would accept them.

Myth # 3

We shouldnt go to the public

until we have solutions to health threats.

Myth # 4, 5 & 6
These issues are too

difficult for the public to understand.

Technical decisions should be left in the hands of the technical people.

Risk communication is

not my job.

Myth # 7 & 8
If we give them an inch, theyll take a mile.

If we listen to the public, we will devote

scarce resources to issues that are not a great threat to public health.

Nota Bene (NB)

Plan before crisis Critical 1st 24 hours Must dos:

Risk Communication Contact local stations update Web site rules Build or24-hour hotline Set-up
Develop and distribute

educational fliers Coordinate with police, fire and emergency personnel Prepare press materials

RC rules
Dont let the issue be defined by someone

else. Accept and involve the public as a partner. Plan carefully and evaluate your efforts. Listen to the publics specific concerns. Be honest, frank and open. Work with other credible resources. Meet the needs of the media. Speak clearly and with compassion.

Developmental Stages of RC
1. All We Have to Do is Get the Numbers Right
2. All We Have to Do is Tell Them the Numbers

3. All We Have to Do is Explain What We Mean by

the Numbers
4. All We Have to Do is Show Them That They've

Accepted Similar Risks in the Past

Developmental Stages of RC
5. All We Have to Do is Show Them That It's a
Good Deal for Them

6. All We Have to Do is Treat Them Nicely

7. All We Have to Do is Make Them Partners

Risk Communication Theories

TRUST DETERMINATION THEORY

When people are upset they often distrust that others are listening, caring, empathetic, honest, open, competent, expert, dedicated, or committed.

TRUST
and

CREDIBILITY
two cornerstone of effective RC

Factors that build trust are:

Caring and empathy Competence and expertise Honesty and openness Dedication and commitment

Who typically has the highest credibility?

High: health professionals, scientists,

educators, advisory groups Medium: Media, activist groups Low: Industry, paid external consultants

Risk Communication Theories

MENTAL NOISE THEORY:

When people are upset they have difficulty hearing, understanding, and remembering. Body Language often overrides verbal communication. It can provide up to 75% of message content. It is noticed intensely and is easily negatively interpreted.

Benefits and Barriers to RC

Benefits
improved decision

Barriers
Interested parties perceive risk differently Conflicting risks and messages difficulty of translating scientific information

making better educated public appreciation of limited resources and difficult choices increased coordination development of working relationships between diverse interest groups

disagreement on what is the risk itself and how to assess it present other problems

Communicating to the Public 10 Questions to ask:

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Why are we communicating? Who is our audience? What do our audiences want to know? What do we want to get across? How will we communicate? How will we listen? How will we respond? Who will carry out the plans? When? What problems or barriers have we planned for? Have we succeeded?

Guidelines to Effective RC
Be prepared. If you know your subject and know your audience, most questions can be anticipated. Develop and practice responses.

Track Your Key Messages. Use your responses as opportunity to reemphasize your key messages. Keep Your Answers Short and Focused. Your answer should be less than 2 minutes long.

Guidelines to Effective RC
Practice Self-Management.

Listen. Be confident and factual. Control your emotions. Speak and Act with Integrity. Tell the truth. If you don't know, say so. Follow up as promised. If you are unsure of a question, repeat or paraphrase it to be certain of the meaning. Whenever possible develop message maps

Sample Messages Map

Working with Media

Generally interested in: human interest stories, bad news, peoples perspectives, yes/no or safe/unsafe answers, front-page news
Who, what, when, where, why, how?

(relate to What happened? What caused it to happen? What does it mean?)

Prepare and practice to maximize IMPACT!

Successful RC
improves or increases the base of accurate

information that decision makers use

satisfies those involved that they are

adequately informed within the limits of available knowledge

Thank you for listening!

Comments, questions, sharings???