Communicating about Risks This presentation will probably involve audience discussion, which will create action items. Use PowerPoint to keep track of these action items during your presentation In Slide Show, click on the right mouse button Select “Meeting Minder” Select the “Action Items” tab Type in action items as they come up Click OK to dismiss this box This will automatically create an Action Item slide at the end of your presentation with your points entered. Communicating about Risks [Phillip G. Clampitt, Ph.D.] 1/18/2019

1. What is risk communication? Communicating about relative benefits and hazards benefits hazards relative “weighing alternatives” Examples Smoking Alcohol Drugs 1/18/2019

2. Analyzing risks Well developed science Based on fault trees Major dimensions Exposure Effect (“who” impacted, children) “ … the risk may be well understood in a statistical sense but still be uncertain at the level of individual events” (Morgan, Scientific American) 1/18/2019

3. Perceptions of Risk Not linear or straightforward Two dimensions Ability to observe Ability to control So what? Perceptions change Reactions change Communications should change 1/18/2019

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4. Principles of perception What is a tolerable risk for some is intolerable for others Trust is a critical factor Experts Science (problem of uncertainty) Rules of thumb vary for different audiences Understanding is not the same as agreement & participation 1/18/2019

5. Ways of communicating Ancient way Old way Another way Myths, legends, rituals, metaphors Old way Expert Sender Concerned Receiver Another way Dialogue allowing perception of control 1/18/2019

6. The premise of effective risk communication “The essence of good risk communication is very simple: learn what people already believe, tailor the communication to the knowledge and to the decisions people face and then subject the resulting message to careful empirical evaluation” - Morgan Example: EPA’s 1st Radon brochure never address a key myth Radon contamination is permanent) 1/18/2019

7. What is your objective? Minimize concerns Inform publics of expert opinion Educate publics Persuade publics “provide people with a basis for making an informed decision” “successful risk comm. need not result in consensus or in uniform personal behavior” (National Research Council) 1/18/2019

8. Developing the strategy AA “Risk communication will suffer to the extent that the audience(s) is mischaracterized” National Research Council “People tolerate risk for reasons that may have little to do with factual details, formal risk estimates, or details of risk abatement proposals” - Heath Perceptions in the risk grid 1/18/2019

Strategy cont. Creating the right mindset Accept the desire for non-expert audiences to exert control Recognize the value-laden nature of risk assessment (“non-rationale”) Realize that you better harvest the dissent or someone else will Trust the power of dialogue over monologue 1/18/2019

Strategy cont. Develop the right processes Collaborate with audiences in info. Gathering, risk assessment and control Allow audiences to have a role in the risk control process Build trust over time through community outreach Allow the public to develop & practice emergency response measures 1/18/2019

Strategy cont. Facilitate the dialogue Acknowledge the uncertainties Do not trivialize concerns Accept criticism of data and decision processes Participate in dialogue underscoring both legitimate benefits & potential harms Frame questions/concerns in terms of experiences & values of audiences 1/18/2019

Strategy cont. Assess the impact Focus groups Participation rates Question analysis Surveys 1/18/2019

9. Implement strategy Not a one-time event Publish policy statements Keep in contact with key audiences Monitor issues locally nationally internationally Revise strategy 1/18/2019