basic risk communication
DESCRIPTION
A brief approach to Risk Communication. All materials are copyrighted and belong to the Center for Risk Communication.TRANSCRIPT
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RISK COMMUNICATION
APPLICATIONS and IMPLICATIONS
Joseph WojteckiCenter for Risk Communication
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RISK COMMUNICATION
A SCIENCE-BASED APPROACH FOR COMMUNICATING EFFECTIVELY IN EMOTIONALLY CHARGED, HIGH STRESS OR CONTROVERSIAL SITUATIONS
(e.g., Crisis, Conflict, Change)
Contact: CenterforRiskCommunication.org
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3
Goal: Informed support
Resistance
RISK COMMUNICATION
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Risk Communication Premise:
High Stress Changes the Rules
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RISK COMMUNICATION SHIFTS
Some reasons high stress changes the rules:
People want to know that you care before they care what you know
People have difficulty hearing, understanding and remembering information
People understand information at four grades below their education level
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RISK COMMUNICATION
0 100
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RISK COMMUNICATION
0 100
Mental noise reduces the ability to process communication
on average 80%
20%
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RISK COMMUNICATION
Applications:
• Message content• Messenger characteristics• Channel effectiveness
PerceptionManagement
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PERCEPTIONS
Perception = Reality
Perception ≠ Reality
What is perceived as real is real in its consequences
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PERCEPTIONS
• Facts alone are insufficient to address public stress and concern.
• Less than 5% of public stress and concern is driven by facts.
• More than 95% of public stress and concern is driven by perception factors.
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PERCEPTIONS
RISKFlyingToxic wasteFiresPesticidesAir pollutionMurderDrivingSmokingPovertySource: ABC News
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PERCEPTIONS
RISKFlyingToxic wasteFiresPesticidesAir pollutionMurderDrivingSmokingPovertySource: ABC News
IMPACT1 day
4 days18 days27 days61 days
113 days182 days
5 ½ years7 to 10 years
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PERCEPTIONS(OUTRAGE FACTORS)
Lower Perceived Risk1. Trustworthy sources2. Substantial benefits3. Controllable4. Voluntary5. Fair / equitable6. Natural origin7. Familiar8. Not dreaded9. Certainty10. Children not victims
Higher Perceived RiskUntrustworthy sourcesFew benefitsUncontrollableInvoluntaryUnfair / inequitableHuman origin / man madeUnfamiliar / exoticDreadedUncertaintyChildren as victims
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PERCEPTIONS(OUTRAGE FACTORS)
Lower Perceived Risk11. Not memorable12. Moral / ethical13. Clear non-verbal signals14. Responsive15. Random / scattered16. Low media coverage17. Victims as statistics18. Immediate effects19. Effects reversible20. Understood science
Higher Perceived RiskMemorableImmoral / unethicalMixed non-verbal signalsNon-responsiveCatastrophicHigh media coverageVictims as peopleDelayed effectsEffects irreversibleMisunderstood science
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PERCEPTIONS
0
200
400
600
800
1000
1200
1400
1600
1800
2000
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
Trust
Benefit & Control
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PERCEPTIONS
Risk information from a trusted source is more acceptable than from one not trusted.
Risks under personal control are more acceptable than risks controlled by others.
Risks that carry a benefit are more acceptable than those without benefit.
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DISCUSSION
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RISK COMMUNICATION
Applications:• Message content• Messenger characteristics• Channel effectiveness
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“Critical Criteria” Concise—Limited number of messages Clear—Simple language Brief—Time limitations Positive—Avoid negatives
MESSAGE CONTENT
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MESSAGE CONTENT
Concise• 3 key messages -- maximum• 7 to 12 words -- maximum• 3 supporting facts -- maximum
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MESSAGE CONTENT
Clear• 6th to 8th grade reading level• Simple construction• Avoid jargon
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MESSAGE CONTENT
BriefT1
T2
Limits on Attention Span
Start
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MESSAGE CONTENT
Brief• Presentations - 10-15 minutes
• Responses to tough questions - 2 minutes
• Soundbites - 9 seconds
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Positive• 1N = 3P• Avoid negative language• Avoid repeating negatives
MESSAGE CONTENT
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MESSAGE CONTENT
• No• Not (can’t/don’t)• Never• Nothing• None
Words to Avoid
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Area of Concern
Key Message 1 Key Message 2 Key Message 3
SF1
SF2
SF3
SF1
SF2
SF3
SF1
SF2
SF3
Message Map
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Area of Concern
How goes the war?
Key Message 1
I came
SF1
The journey was long and hard
We traveled many
days Mountains were high Valleys were deep
Key Message 3
I conquered
Key Message 2
I saw
SF2
We suffered heavy loses
along the way
SF3
Despite the difficulties we arrived
in force
Many troops fell ill Many were injured Food and water grew
scarce
We had the necessary legions
We had the necessary weapons
Morale was high
SF1
We engaged
the enemy forthwith
We attacked at dawn We had the element
of surprise We found them in
disarray
SF2
Our legions fought bravely
SF3
The enemy is
destroyed
Our troops advanced steadily
They were fearless in battle
They were undaunted by greater numbers
Their troops have deserted
They have abandoned their weapons
The victory is ours
SF1
The enemy’s
armies were large
There were more troops than reported
Their numbers stretched to the horizon
More were arriving every day
SF2
They were well armed
and equipped
SF3
They were well
positioned
They had the newest weapons
Every man was fully armed
They were re-supplied daily
They occupied the high ground
They were fully fortified
They deployed advance observers
Message MapCirca 47 BC
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DISCUSSION
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RISK COMMUNICATION
Applications:• Message content• Messenger characteristics• Channel effectiveness
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MESSENGER CHARACTERISTICS
People judge the messenger before they judge the message
People judge the messenger primarily in terms of trust
Trust is judged primarily through actions, body language and verbal communication
Source: Center for Risk Communication
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MESSENGER CHARACTERISTICS
Competence and expertise Dedication and commitment Honesty and openness Caring and empathy
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MESSENGER CHARACTERISTICS [LOW STRESS]
Competence/ Expertise
80-85%
All Others15-20%
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MESSENGER CHARACTERISTICS [HIGH STRESS]
Caring/Empathy50%
Competence/ Expertise
Dedication/Commitment
Honesty/Openness
15-20%
15-20%
15-20%
Assessed in first30 seconds
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MESSENGER CHARACTERISTICS
Low stress – 25 percent of message High stress - 75 percent of message
• Are intensely and quickly noticed• Can override verbal message• Are interpreted negatively
Non-Verbal Signals
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RECEIVER PERSPECTIVE
Most Credible
Least Credible
Respected local citizensNon-management employeesEducatorsHealthcare professionalsMediaActivist groupsIndustry officialsGovernment officialsPaid consultants
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CREDIBILITY LADDERING
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RECEIVER PERSPECTIVE
Five-Step Decision Process:1. Awareness2. Interest3. Evaluation4. Social Trial5. Decision
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RECEIVER PERSPECTIVE
Five-Step Decision Process:1. Awareness2. Interest3. Evaluation4. Social Trial5. Decision
Mass
Interpersonal(Trust, Control, Benefit—Tentative Decision)
(Self-selected credible third parties)
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DISCUSSION
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RISK COMMUNICATION
Applications:• Message content• Messenger characteristics• Channel effectiveness
Contact: CenterforRiskCommunication.org
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CHANNEL EFFECTIVENESS
Levels of Communication
Inform (awareness – mass media)
Involve (feedback - impersonal)
Engage (dialogue - interpersonal)
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CHANNEL EFFECTIVENESS
Levels of Communication
Internal ExternalInform
Involve
Engage
Source: Center for Risk Communication
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DISCUSSION
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RESISTANCE TO DECISIONS
DecideAnnounce
Defend
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RESISTANCE TO DECISIONS
DecideAnnounce
Defend
COMMUNICATIONUSUALLY ENTERS
THE PROCESS HERE
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PERCEPTIONS
Opinions
Beliefs
Values
(Favorable/Unfavorable)
(True/False)
(Good/Bad)
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