Session 10

Risk Communication Strategies

Session 10 Slide Deck

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Session Objectives10.1 Provide an overview of how campaign strategies are designed.

10.2 Define campaign settings and explain how appropriate campaign settings are determined.

10.3 Define communication channels and explain how communicators select appropriate channels for the target audience.

10.4 List and describe the different methods through which Risk Communication takes place, and explain how communicators select appropriate methods for the target audience.

10.5 Discuss the role of the communicator in Risk Communication, and explain how appropriate risk communicators are selected.

10.6 Introduce how communicators select appropriate channels and methods.

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The Campaign Strategy

• Defines how communicators will communicate the risk-reduction or preparedness solutions identified.

• A defined reference point:– The same assumptions– The same goals

• Grows out of the audience and market research efforts.

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The Campaign Strategy

• Developed with the organization’s goals and resources in mind.

• Dictates the nature of the project as it progresses.

• Does not include the crafting of actual messages, but helps communicators to understand how to best craft them.

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The Campaign Strategy

• Tells communicators:– Where communication will take place– What medium is being used to transmit the

message– What tools or methods are being applied– What individuals are doing the communicating– What is the timespan of the campaign– How often messages are communicated

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Strategy Considerations

• What resources are available?

• What restrictions in time exist?

• What logistical capacity exists?

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Strategy Drivers

• The target audience profile

• The hazard risk(s) being addressed

• The desired behavioral changes and benefits expected as a result of the campaign

• The actions that can be performed to bring about those changes

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Strategy Requirements

• Ensure program elements are compatible with campaign goals and objectives.

• Ensure program elements are compatible with each other.

• Ensure program elements best convey the campaign messages.

• Ensure the campaign is in the best interests of the target audience.

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Strategy Components

• Target audience definition and description

• Recommended action or actions

• Obstacles

• Perceived benefit of taking action

• Support that will make the benefit credible

• Settings, channels, and methods

• The program’s imageSession 10 9Slide 10-

Settings

• Settings are situations in which communication occurs.

• Setting significantly affects perception and the interpretation of information.

• How we receive information is impacted by the setting in which it is communicated.

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Setting Impact

• Learning is not uniform across settings.

• Some settings enhance the communication process, while others hinder it.

• Settings can have different impacts on message reception for different audience types.

• Differences between settings might not be obvious.

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Setting Factors

• Time: When the messages are transmitted– Time of day– Day of the week– Time of year

• Location: Place where communication occurs

• Situation: What is going on when communication occurs

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Ideal Settings

• Disaster Events

• Non-Disaster Events– Disaster Seasons– Anniversaries of Disasters– Piggybacking

• Events that establish message credibility

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Channel

• The route or mechanism by which a communicated message is delivered to its recipient(s).

• Several distinct channel categories, and sub-channels within each.

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Channel Categories

• Interpersonal channels

• Group channels

• Organizational and community channels

• Mass media channels

• Interactive digital media channels

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Interpersonal Channels• Incorporate some form of direct (personal)

interaction between the person communicating and one or more target audience members.

• A direct line of communication to the audience members themselves.

• Most effective when the audience member knows and trusts the communicator.

• Successful, but not (relatively) efficient.

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Group Channels

• Create or exploit gatherings of target audience members for the purposes of communicating a message.

• Trust and influence are highly beneficial.

• High level of effort relative to mass media and other non-personal channels.

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Organizational/Community

• Rely upon official, established entities operating within the community that are able to interact with members of the target audience to facilitate the communication of an intended message.

• Wide range of stakeholders– Businesses– NGOs– Local or State government– Others

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Mass Media Channels

• Involve the broadcast of messages to large audiences through the traditional media components.

• News Media

• Other Media– Magazines– Billboards– Direct mail

• Typically uni-directional

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Interactive Digital Media Channels

• Exploit the internet and other digital communication media to allow for direct interaction between communicator and recipient.– Websites– Message boards– Social media

• Inherent problems exist.Session 10 20Slide 10-

Methods

• Used to transmit risk information from communicator to recipient.

• Utilize actual, often tangible communication tools to perform the communication of the message itself.

• Closely linked to channels, but not the same.

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Examples of Methods

• Brochures, fliers, fact sheets, newsletters, and inserts

• Attendance at festivals, fairs, and other public events

• Advertisements

• Formal education (in schools)

• Emergency drills/exercises

• Alternative media

• OthersSession 10 22Slide 10-

The Communicator

• Any actual transmitter of the Risk Communication message.

• May be people, objects, animals, or others.

• Selecting a communicator is challenging because he/she influences the message.

• Communicator must be appropriate.

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Communicator Attributes

• Speaking ability

• Reputation

• Subject matter knowledge

• Image of authority

• Lack of vested interest

• Ability to connect, sympathize, or empathize

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Selecting Channels/Methods• Basis:

– How will the channel/method impact the way the target audience is likely to receive the information being communicated?

– What level or resources and abilities are required to utilize the channel/method in comparison to the resources and abilities possessed by the Communication Team?

• Single or multiple channels or methods may be required.

• More exposure is (usually) better.Session 10 25Slide 10-

Selection Questions• What access does your organization have?

• How many people will be exposed?

• Will target audience members pay attention?

• Does the intended audience accept/trust the channel/method?

• Can the target audience be influenced?

• Is the channel or method appropriate?

• Can specific behaviors be demonstrated?

• Does interactivity exist between communicators/audience?

• How long will the message last?

• Can the intended audience control the pace of info. delivery?

• Are there any opportunities for repetition?

• Is there increased likelihood the message will be retained?

• Does the program have the resources to use it?

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