Risk Communication is not Crisis Communication

Tee L. GuidottiGeorge Washington University

Center for Risk Science and Public Health

Some Modes of Communication in Public Health

• Health Communication – behavioral technology mostly for individuals

• Social Marketing – a behavioral technology for community intervention

• Corporate Communications – an art of persuasion to change responsiveness

• Crisis Communication – an approach to delivering urgent messages

• Risk Communication – a systematic art and practice based on behavioral science

What is “risk communication”?The National Research Council (1989) defined risk

communication as:

"...an integrative process of exchange of information and opinions among individuals, groups, and institutions; often involves multiple messages about the nature of the risk or expressing concerns, opinions, or reactions to risk messages or to the legal and institutional arrangements for risk management."

A little shorter!

• “Risk communication is the applied science and art of discussing technical information about potentially hazardous situations with nontechnical audiences.” - ASDWA

• “A science-based approach for communicating effectively in high-concern, high stress, emotionally charged or controversial situations.” (Vince Covello)

What makes risk communicationso special?

• Helps people understand facts that are truly relevant to their own life.

• Not based solely on telling individuals what we want them to know.

• Considers personal factors such as emotion: trust, control, uncertainty, and even dread. (Fischoff)

• Considers delivery mechanisms as well as messages. (McLuhan)

• Failure can lead to confusion and distrust.

Credit: George M. Gray, PhD, Harvard School of Public Health, "The Risk Communication Challenge," May 2003

Risk communication is a two-way street.

• Involves the exchange of ideas. • It is not one-sided. • Emotionally-charged situations• Involves subjectivity and empathy• Requires interpretation of

scientific information. • Concerns, opinions, feelings, and

reactions are as valid as facts• A process, not a one-time activity

Risk Communication in a Crisis• Referring to emergency, not

corporate issues• We like Baker approach, but if

you have to work through it on short notice, you are in trouble.

• Response is conditioned by past experience with agency and trust.

• Effective risk communication lays groundwork for crisis communication, if done early.

• Risk communication can deliver more complex message.

• People hear very selectively during a crisis.

Community group, New Orleans

Health Communication

Social Marketing

Corporate Communication

Crisis Communication

Risk Communication

Knowing Which Mode You Are In

• Crisis Communication– Response to an emerging issue

– Conveys critical information

– Little time for originality

• Risk Communication– Supplies information recipient needs

– Best done before a crisis

– Ideal when attention focused on issue

– Need frameworks as well as facts

Knowing Which Mode You Are Not In

• Corporate Communication– Shapes attitudes toward the

organization – Puts facts into organization’s

perspective (“spin”)– Aim is to persuade, build trust– Works best for audiences not

paying close attention– Tends to be patronizing.– Essential: if public does not trust

the organization, how can the organization help the public?

The Dark Side: spinning harmful products

The Pastel Side: PR for the sake of a positive image and identity

Knowing Which Mode You Should Be In

• Health Communication– When there is a discreet message about

personal health– When the objective is behavior change for

the individual– Short or long term commitment

• Social Marketing– When the objective is behavior change– Implies a long-term commitment (years)

and social change– Concept is to create supportive social

environment, reinforcing individual behavior and offering healthy choices

Our Philosophy on Risk Communication

• It is a necessary function in a changing, pluralistic, technologically-oriented society.

• Should be centered on the public and the message, not on the expert or a mission.

• Should not assume that the public is giving its undivided attention.

• Public health authorities have a legitimate obligation to persuade.

• Other modes of communication have their place: risk communication is one of several modes to be used strategically.