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Copyright, Dr. V Covello, Center for Change/Risk Communication
Radiological Risk and Emergency Communications
Draft NUREG prepared for USNRC
Dr. Vincent T. Covello
DirectorCenter for Risk Communication
New York, New YorkTel. (917) 270-5280
Email: [email protected] [email protected]
Radiological Risk and Emergency Communications
Draft NUREG prepared for USNRC
Dr. Vincent T. Covello
DirectorCenter for Risk Communication
New York, New YorkTel. (917) 270-5280
Project ObjectiveProject Objective
“To conduct a comprehensive review of the
research and practitioner literature on
best practice in
radiation risk and emergency communication.”
“To conduct a comprehensive review of the
research and practitioner literature on
best practice in
radiation risk and emergency communication.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Copyright, Dr. V Covello, Center for Change/Risk Communication
DefinitionDefinition
Risk: “a threat of loss, real or perceived, to that which we value.”
Risk: “a threat of loss, real or perceived, to that which we value.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
DefinitionDefinition
Risk: “a threat of loss, real or perceived, to that which we value.”
Risk Communication: “the exchange of information about risks.”
Risk: “a threat of loss, real or perceived, to that which we value.”
Risk Communication: “the exchange of information about risks.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication GoalsRisk Communication Goals
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate attitudes, behaviors and beliefs
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate attitudes, behaviors and beliefs
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
Risk Communication LiteratureRisk Communication Literature
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: Example
Risk Communication Literature: Example
Dr. R. Hyer and Dr. V. Covello
“Effective Media Communication During Public Health Emergencies:
A World Health Organization Handbook”
World Health Organization, United Nations: Geneva, April 2007
(www.amazon.com or www.who.int/bookorders)
Dr. R. Hyer and Dr. V. Covello
“Effective Media Communication During Public Health Emergencies:
A World Health Organization Handbook”
World Health Organization, United Nations: Geneva, April 2007
(www.amazon.com or www.who.int/bookorders)
Copyright, Dr. V Covello, Center for Change/Risk Communication
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”George A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”George A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
Risk Communication Literature: Example
Risk Communication Literature: Example
HERC v 3.1Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature:Example
Risk Communication Literature:Example
“Five Essential Elements of Immediate and Mid-Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007
Authors: Steven Hobfoll et. al.
Conclusion of ResearchProvide people a sense of:
• Hope• Self- and community efficacy• Safety • Calm• Connectedness
“Five Essential Elements of Immediate and Mid-Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007
Authors: Steven Hobfoll et. al.
Conclusion of ResearchProvide people a sense of:
• Hope• Self- and community efficacy• Safety • Calm• Connectedness
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Risk Communication TheoriesRisk Communication Theories
• Trust Determination Theory
• Mental Noise Theory
• Negative Dominance Theory
• Risk Perception/Outrage Theory
• Trust Determination Theory
• Mental Noise Theory
• Negative Dominance Theory
• Risk Perception/Outrage Theory
Risk Communication TheoriesRisk Communication Theories
• Trust Determination Theory
• Mental Noise Theory
• Negative Dominance Theory
• Risk Perception/Outrage Theory
• Trust Determination Theory
• Mental Noise Theory
• Negative Dominance Theory
• Risk Perception/Outrage Theory
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perception (Fear)Factors
Risk Perception (Fear)Factors
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perception (Fear)Factors
Risk Perception (Fear)Factors
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
HERC v 3.1Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perception (Fear) Factors
Risk Perception (Fear) Factors
• Trust• Listening/Caring• Competence/Expertise• Honesty/Transparency
• Benefits/Fairness • Societal• Community• Personal
• Control/Voluntariness• Choice• Voice• Knowledge
• Trust• Listening/Caring• Competence/Expertise• Honesty/Transparency
• Benefits/Fairness • Societal• Community• Personal
• Control/Voluntariness• Choice• Voice• Knowledge
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication:
Examples of Core Principles
When people are concerned, stressed, or upset:
• they want to know that you care before they care what you know (Trust Determination Theory)
• have difficulty hearing, understanding, and remembering information (Mental Noise Theory)
• focus most on what they hear first
(Mental Noise Theory)
Risk Communication:
Examples of Core Principles
When people are concerned, stressed, or upset:
• they want to know that you care before they care what you know (Trust Determination Theory)
• have difficulty hearing, understanding, and remembering information (Mental Noise Theory)
• focus most on what they hear first
(Mental Noise Theory)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Caring/Empathy Principle
“When people are stressed and upset, they want to know that
you care before they care what you know.”
Caring/Empathy Principle
“When people are stressed and upset, they want to know that
you care before they care what you know.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication/Message Mapping Templates
Risk Communication/Message Mapping Templates
• CCO
• Rule of 3
• 27/9/3
• Primacy/Recency
• AGL-4
• 1N=3P
• IDK
• CCO
• Rule of 3
• 27/9/3
• Primacy/Recency
• AGL-4
• 1N=3P
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
The CCO Template The CCO Template
• Compassion
• Conviction
• Optimism
• Compassion
• Conviction
• Optimism
Copyright, Dr. V Covello, Center for Change/Risk Communication
Assessed in first 9-30 seconds
Assessed in first 9-30 seconds
Listening/Caring/
Empathy/Compassion50%
Competence/Expertise 15-20%
Honesty/ Openness
15-20%
AllOther Factors
15-20%
Trust Factors in High Stress Situations
Trust Factors in High Stress Situations
Copyright, Dr. V Covello, Center for Change/Risk Communication
CCO: Related TemplatesCCO: Related Templates
• CCO Template(Caring, Conviction, Optimism)==================
• CAP Template(Caring, Actions, Perspective)
• CSS(Caring, Sharing, Sharing)
• CCO Template(Caring, Conviction, Optimism)==================
• CAP Template(Caring, Actions, Perspective)
• CSS(Caring, Sharing, Sharing)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication: Core Principles
When people are concerned, stressed, or upset:
have difficulty hearing, understanding, and remembering information.
Risk Communication: Core Principles
When people are concerned, stressed, or upset:
have difficulty hearing, understanding, and remembering information.
RISK COMMUNICATIONRISK COMMUNICATION
0 100
Mental noise can reduce
the ability to processinformation by up to
80%
20%
Copyright, Dr. V Covello, Center for Change/Risk Communication
TemplatesTemplates
• Rule of 3
• 27/9/3
• Rule of 3
• 27/9/3
Copyright, Dr. V Covello, Center for Change/Risk Communication
Mental Noise: The Rule of 3Mental Noise: The Rule of 3
Everything in Threes– Three Key Messages– Repeat Messages Three Times
(e.g., Triple T Model)– Key Messages Supported by Three
Supporting Messages or Three Credible Sources
Everything in Threes– Three Key Messages– Repeat Messages Three Times
(e.g., Triple T Model)– Key Messages Supported by Three
Supporting Messages or Three Credible Sources
Copyright, Dr. V Covello, Center for Change/Risk Communication
TemplatesTemplates
• Rule of 3
• 27/9/3
• Rule of 3
• 27/9/3
Copyright, Dr. V Covello, Center for Change/Risk Communication
The 27/9/3 Template
The 27/9/3 Template
• 27 words
• 9 seconds
• 3 messages
• 27 words
• 9 seconds
• 3 messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication: Core Principles
When people are concerned, stressed, or upset:
process and understand information at four grades below their educational level.
Risk Communication: Core Principles
When people are concerned, stressed, or upset:
process and understand information at four grades below their educational level.
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• CCO
• Rule of 3
• 27/9/3
• Primacy/Recency
• AGL-4
• 1N=3P
• IDK
• CCO
• Rule of 3
• 27/9/3
• Primacy/Recency
• AGL-4
• 1N=3P
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
AGL-4 Template
=======
AGL (Average Grade Level) Minus 4 (Four Grade Levels)
Template
“When people are stressed and upset, they typically process
information at four grade levels below their average grade
level.”
AGL-4 Template
=======
AGL (Average Grade Level) Minus 4 (Four Grade Levels)
Template
“When people are stressed and upset, they typically process
information at four grade levels below their average grade
level.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
AGL-4 ShiftAGL-4 Shift
• Low Stress Situations:
Brain processes information at
AGL (average grade level)
• High Stress Situations:
Brain processes information at
AGL-4 (average grade level minus 4 grade levels)
• Low Stress Situations:
Brain processes information at
AGL (average grade level)
• High Stress Situations:
Brain processes information at
AGL-4 (average grade level minus 4 grade levels)
Notification of Unusual Event
Notification of Unusual Event
“Under this category, events are in process or have occurred which indicate potential degradation in the level of safety of the plant. No release of radioactive material requiring offsite response or monitoring is expected unless further degradation occurs.”
Source: NRC Web Site
“Under this category, events are in process or have occurred which indicate potential degradation in the level of safety of the plant. No release of radioactive material requiring offsite response or monitoring is expected unless further degradation occurs.”
Source: NRC Web Site
Copyright, Dr. V Covello, Center for Change/Risk Communication
Notification of an Unusual Event (revision for media and public
communication)
Notification of an Unusual Event (revision for media and public
communication)
An Unusual Event is the lowest of the four emergency levels at a nuclear power plant.
• It involves a minor problem at the plant. • Local and state emergency organizations
would be notified but not asked to respond.
• No protective actions for the public would be required.
An Unusual Event is the lowest of the four emergency levels at a nuclear power plant.
• It involves a minor problem at the plant. • Local and state emergency organizations
would be notified but not asked to respond.
• No protective actions for the public would be required.
Copyright, Dr. V Covello, Center for Change/Risk Communication
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Risk communication is a science-based discipline
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Strategy: 7 Steps
Risk Communication Strategy: 7 Steps
1) Identify a risk related issue or scenario2) Identify key stakeholders (audiences) 3) Identify stakeholder questions and
concerns4) Develop key messages5) Develop supporting information6) Conduct testing7) Plan for delivery
1) Identify a risk related issue or scenario2) Identify key stakeholders (audiences) 3) Identify stakeholder questions and
concerns4) Develop key messages5) Develop supporting information6) Conduct testing7) Plan for delivery
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication:
Core Principles
“Most of the concerns and questions of upset or concerned people can be predicted and prepared for in advance.”
Risk Communication:
Core Principles
“Most of the concerns and questions of upset or concerned people can be predicted and prepared for in advance.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Research Finding:
• 450 Questions from the media and the public
• 15 Categories of Questions
(for example, radiation, KI, evacuation, sheltering, etc.)
Research Finding:
• 450 Questions from the media and the public
• 15 Categories of Questions
(for example, radiation, KI, evacuation, sheltering, etc.)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message Map Stakeholder Question or Concern:
Key Message9 words on average
Key Message9 words on average
Key Message9 words on average
Support-ing Info.
1.1
Support-ing Info.
1.3
Support-ing Info..
1.2
Support-ing
Info. 2.1
Support-ing Info.
2.2
Support-ing Info.
2.3
Support-ing Info.
3.1
Support-ing Info.
3.2
:
Support-ing Info.
3.3
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message MapsMessage Maps
• Used to respond to high concern questions
• Contains clear, concise, layered information
• Contains pre-approved messages for anticipated questions
• Used to respond to high concern questions
• Contains clear, concise, layered information
• Contains pre-approved messages for anticipated questions
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message Mapping GoalsMessage Mapping Goals
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate attitudes, behaviors and beliefs
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate attitudes, behaviors and beliefs