Crafting Effective Risk Communications Strategies Suzanne L. Frew Risk Communications Consultant, CirclePoint eCommunity Summit Las Vegas, Nevada August 25, 2006

Using “Intelligence”

Five Critical Steps Hear Understand Believe Personalize Act

America’s Communities… How are we changing?!

Shifting Demographics Diversity is far more complex than Census Bureau measurements 2.4 million - more than one race Hispanic population doubled since 1980 Asia Pacific population increased by 72% since 1990 Tawara Goode, Director Nat’l Ctr for Cultural Competence Georgetown U. Ctr for Child & Human Dev.

U.S. Foreign Born Population 33.5 million (11.7% US population) Source: US Census Bureau, Current Population Survey 2003 Annual Social and Economic Supplement

Community and Cultural Identity

Defining the “communities within community” Are they based on… Geographical boundaries? Political boundaries? Demographics? Religion? Language? Traditions? Professions?

Iceberg Of Culture Adapted from K. Hagemann art dance music sports food Use of time Body language Interpersonal distance Concepts of cleanliness Use of space Values Taboos Social hierarchy Group orientation Individual freedom Family structure/expectations Religious beliefs, behaviors Child rearing Social relationships Traditions Values not discussed Criteria for good & evil Criteria of individual worth Location of power Hidden rules & regulations Attitudes towards life & death Idea of justice

Community Stakeholders

Marginalized Populations “Socially and economically vulnerable groups who feel they have limited access to power structures, low resilience in lifestyle crisis, or have difficult sustaining high quality of life in a community structure.”

Trust and Credibility

Contact Information Suzanne L. Frew Senior Risk Communications Manager 510-268-8400, x142 s.frew@circlepoint.com CirclePoint 555 12th Street, Suite 290 Oakland, CA 94607 www.circlepoint.com