Basic Risk Communication

RISK COMMUNICATION

APPLICATIONS and IMPLICATIONS

Joseph WojteckiCenter for Risk Communication

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

3

Goal: Informed support

Resistance

RISK COMMUNICATION


Risk Communication Premise:

High Stress Changes the Rules


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



RISK COMMUNICATION

0 100



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

Contact: CenterforRiskCommunication.orgContact: CenterforRiskCommunication.org

PERCEPTIONS

Perception = Reality

Perception ≠ Reality

What is perceived as real is real in its consequences



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.



PERCEPTIONS

RISKFlyingToxic wasteFiresPesticidesAir pollutionMurderDrivingSmokingPovertySource: ABC News



PERCEPTIONS

RISKFlyingToxic wasteFiresPesticidesAir pollutionMurderDrivingSmokingPovertySource: ABC News

IMPACT1 day

4 days18 days27 days61 days

113 days182 days

5 ½ years7 to 10 years



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



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



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



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.


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



MESSAGE CONTENT

Concise• 3 key messages -- maximum• 7 to 12 words -- maximum• 3 supporting facts -- maximum



MESSAGE CONTENT

Clear• 6th to 8th grade reading level• Simple construction• Avoid jargon



MESSAGE CONTENT

BriefT1

T2

Limits on Attention Span

Start



MESSAGE CONTENT

Brief• Presentations - 10-15 minutes

• Responses to tough questions - 2 minutes

• Soundbites - 9 seconds


Positive• 1N = 3P• Avoid negative language• Avoid repeating negatives

MESSAGE CONTENT



MESSAGE CONTENT

• No• Not (can’t/don’t)• Never• Nothing• None

Words to Avoid



Area of Concern

Key Message 1 Key Message 2 Key Message 3

SF1

SF2

SF3

SF1

SF2

SF3

SF1

SF2

SF3

Message Map



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


DISCUSSION


RISK COMMUNICATION



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




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



MESSENGER CHARACTERISTICS [LOW STRESS]

Competence/ Expertise

80-85%

All Others15-20%



MESSENGER CHARACTERISTICS [HIGH STRESS]

Caring/Empathy50%

Competence/ Expertise

Dedication/Commitment

Honesty/Openness

15-20%

15-20%

15-20%

Assessed in first30 seconds




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



RECEIVER PERSPECTIVE

Most Credible

Least Credible

Respected local citizensNon-management employeesEducatorsHealthcare professionalsMediaActivist groupsIndustry officialsGovernment officialsPaid consultants


CREDIBILITY LADDERING



Five-Step Decision Process:1. Awareness2. Interest3. Evaluation4. Social Trial5. Decision



Five-Step Decision Process:1. Awareness2. Interest3. Evaluation4. Social Trial5. Decision

Mass

Interpersonal(Trust, Control, Benefit—Tentative Decision)

(Self-selected credible third parties)


DISCUSSION


RISK COMMUNICATION



CHANNEL EFFECTIVENESS

Levels of Communication

Inform (awareness – mass media)

Involve (feedback - impersonal)

Engage (dialogue - interpersonal)


CHANNEL EFFECTIVENESS

Levels of Communication

Internal ExternalInform

Involve

Engage

Source: Center for Risk Communication


DISCUSSION



RESISTANCE TO DECISIONS

DecideAnnounce

Defend



RESISTANCE TO DECISIONS

DecideAnnounce

Defend

COMMUNICATIONUSUALLY ENTERS

THE PROCESS HERE


PERCEPTIONS

Opinions

Beliefs

Values

(Favorable/Unfavorable)

(True/False)

(Good/Bad)


Documents

Basic Risk Communication