Center for Risk Communication Core Slides: Communicating in High Concern/Low Trust Situations: Applications to Water Security Dr. Vincent T. Covello Director Center for Risk Communication New York, New York vcovello@centerforriskcommunication.org Copyright, Dr. V Covello, Center for Change/Risk Communication

High Concern/Low Trust Communication: Key Messages Effective high concern/low trust communication is a science-based discipline High stress situations change the rules of communication The key to communication success about is anticipation, preparation, and practice Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk and Crisis Communication 8000 Articles in Peer Reviewed Scientific Journals 2000 Books Reviews of the Literature by Major Scientific Organizations (e.g., National Academy of Sciences) Copyright, Dr. V Covello, Center for Change/Risk Communication

Resources Dr. R. Hyer and Dr. V. Covello Effective Media Communication During Public Health Emergencies: A World Health Organization Handbook World Health Organization: Geneva, 2006 Copyright, Dr. V Covello, Center for Change/Risk Communication

Resources Effective Media Communication During Public Health Emergencies Over 1000 Do’s and Don’ts (With Explanations) A Comprehensive Bibliography and Resources Section A Section on Diversity Issues A Section on Message Mapping Copyright, Dr. V Covello, Center for Change/Risk Communication

Message Map Copyright, Dr. V Covello, Center for Change/Risk Communication

Message Mapping: 7 Steps Identify stakeholders for a specified emergency, crisis, or disaster event Identify stakeholder questions and concerns Identify common sets of concerns Develop key messages Develop supporting information Conduct testing Plan for delivery Copyright, Dr. V Covello, Center for Change/Risk Communication

Message Mapping Resources 1. Environmental Protection Agency (Cincinnati): Maps for Six Water Security Scenarios 2. “Multi-State Partnership for Security in Agriculture”: Maps for Over 30 Agricultural Disaster Scenarios 3. Department of Health and Human Services/CDC: Maps for Over 65 Pandemic Influenza Questions (www.pandemicflu.gov, message maps) Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk and Crisis Communication 8000 Articles in Peer Reviewed Scientific Journals 2000 Books Reviews of the Literature by Major Scientific Organizations (e.g., National Academy of Sciences) Copyright, Dr. V Covello, Center for Change/Risk Communication

Proposition 1 “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

Proposition 2 “Facts about risk appear to play little or no role in determining public perceptions and concerns about risks.” Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Perceptions/Fear Factors: Radiation Risks are more feared if they are perceived as: Involuntary or imposed Unfair Inescapable/catastrophic Unfamiliar/dreaded Man made Threatens children Under the control of untrustworthy others Copyright, Dr. V Covello, Center for Change/Risk Communication

Proposition 3 “When people are stressed and upset, they often have difficulty hearing, understanding, and remembering more than 3 messages at a time.” Copyright, Dr. V Covello, Center for Change/Risk Communication

Rule of 3 (The Power of Three) Copyright, Dr. V Covello, Center for Change/Risk Communication

Attention Span Research Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk and Crisis Communication: Attention Span Research “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 Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk and Crisis Communication: Attention Span Research “The Magic Number Three, Plus or Minus Two: Some Limits on Our Capacity for Receiving, Processing, and Remembering Information in High Stress Situations” Copyright, Dr. V Covello, Center for Change/Risk Communication

Changes in Message Structure In High Stress Situations: Rule of 3 Shift Low Stress Situations: Brain can hold on average 7 messages High Stress Situations: 3 messages Copyright, Dr. V Covello, Center for Change/Risk Communication

Message Map Copyright, Dr. V Covello, Center for Change/Risk Communication

Copyright, Dr. V Covello, Center for Change/Risk Communication

Attention Span T1 Start Limits on Attention Span T2 Probably culturally sensitive as is Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk and Crisis Communication: Key Messages Effective risk and crisis communication is a science-based discipline High stress situations change the rules of communication The key to communication success is anticipation, preparation, and practice Copyright, Dr. V Covello, Center for Change/Risk Communication

Crisis Communication Secrets APP 27/9/3 CCO Copyright, Dr. V Covello, Center for Change/Risk Communication

Crisis Communication Secrets APP 27/9/3 CCO Copyright, Dr. V Covello, Center for Change/Risk Communication

APP Template Anticipate Prepare Practice Copyright, Dr. V Covello, Center for Change/Risk Communication

Crisis Communication Secrets APP 27/9/3 CCO Copyright, Dr. V Covello, Center for Change/Risk Communication

27/9/3 Template 27 words 9 seconds 3 messages Copyright, Dr. V Covello, Center for Change/Risk Communication

Crisis Communication Secrets APP 27/9/3 CCO Copyright, Dr. V Covello, Center for Change/Risk Communication

CCO Template Compassion Conviction Optimism Copyright, Dr. V Covello, Center for Change/Risk Communication

Trust Model: Will Rodgers Quote 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

Mayor Giuliani: Crisis Communication Secrets APP 27/9/3 CCO Copyright, Dr. V Covello, Center for Change/Risk Communication

APP Template Anticipate Prepare Practice Copyright, Dr. V Covello, Center for Change/Risk Communication

“95 % of all crisis messaging should be done prior to a crisis” “95 percent of concerns and questions for any crisis can be predicted in advance.” “95 % of all crisis messaging should be done prior to a crisis” “95% of all those who would communicate during a crisis should be trained prior to the event” ================= Crisis Communications Budget: 1/3 Copyright, Dr. V Covello, Center for Change/Risk Communication

APP Template Anticipate Prepare Practice Copyright, Dr. V Covello, Center for Change/Risk Communication

Anticipate Scenarios Stakeholders/Partners Questions and Concerns Copyright, Dr. V Covello, Center for Change/Risk Communication

Anticipate Scenarios Stakeholders/Partners Questions and Concerns Copyright, Dr. V Covello, Center for Change/Risk Communication

Anticipate Scenarios Stakeholders/Partners Questions and Concerns Copyright, Dr. V Covello, Center for Change/Risk Communication

“77 Most Frequently Asked Questions by Journalists in a Disaster” Categories of Questions: Factual Questions Emotionally Charged Questions Challenge, Trap, and Pitfall Questions Copyright, Dr. V Covello, Center for Change/Risk Communication

“77 Most Frequently Asked Questions by Journalists in a Disaster” Examples: 16. Who is in charge? 17. What can we expect next? 18. What are you advising people to do? Copyright, Dr. V Covello, Center for Change/Risk Communication

Categories of Media Questions Factual Questions Emotionally Charged Questions Challenge, Trap, and Pitfall Questions Copyright, Dr. V Covello, Center for Change/Risk Communication

Challenges/Traps/Pitfalls False Allegation Questions Guarantee Questions What If (Worst Case Scenario) Questions Copyright, Dr. V Covello, Center for Change/Risk Communication

Key Behavioral Questions and Choices in Dirty Bomb and Other Public Health Emergencies Should I or should I not: Stay where I am Try to find my loved ones Gather with my neighbors Eat the food and drink the water Go to the hospital if I feel sick Take my pet with me if I leave Copyright, Dr. V Covello, Center for Change/Risk Communication

APP Template Anticipate Prepare Practice Copyright, Dr. V Covello, Center for Change/Risk Communication

APP Template Anticipate Prepare Messages Practice Delivery of Messages Copyright, Dr. V Covello, Center for Change/Risk Communication

Crisis Communication Secrets APP 27/9/3 CCO Copyright, Dr. V Covello, Center for Change/Risk Communication

Principles of Message Mapping Rule of 3 (The Power of Three) Copyright, Dr. V Covello, Center for Change/Risk Communication

Crisis Communication 27/9/3 Template 27 words 9 seconds 3 messages Copyright, Dr. V Covello, Center for Change/Risk Communication

Key Messages/Sound Bites 27/9/3 Template 27 words (total of 27 words for all three key messages, with each key message averaging 9 words in length) 9 seconds 3 messages Copyright, Dr. V Covello, Center for Change/Risk Communication

Message Map Copyright, Dr. V Covello, Center for Change/Risk Communication

Stakeholder Question or Concern: Message Map Key Message 9 words on average Key Message 9 words on average Key Message 9 words on average Support-ing Info. 1.1 Support-ing Info. 2.1 Support-ing Info. 3.1 Support-ing Info.. 1.2 Support-ing Info. 2.2 Support-ing Info. 3.2 Support-ing Info. 1.3 Support-ing Info. 2.3 : Support-ing Info. 3.3 Copyright, Dr. V Covello, Center for Change/Risk Communication

Message Mapping Resources 1. Environmental Protection Agency (Cincinnati): Maps for Six Water Security Scenarios 2. “Multi-State Partnership for Security in Agriculture”: Maps for Over 30 Agricultural Disaster Scenarios 3. Department of Health and Human Services/CDC: Maps for Over 65 Pandemic Influenza Questions (www.pandemicflu.gov, message maps) Copyright, Dr. V Covello, Center for Change/Risk Communication

Crisis Communication Secrets APP 27/9/3 CCO Copyright, Dr. V Covello, Center for Change/Risk Communication

CCO Template Mayor Giuliani, 9/11 Compassion Conviction Optimism Copyright, Dr. V Covello, Center for Change/Risk Communication

Trust Factors in High Stress Situations Competence/ Expertise 15-20% Assessed in first 9-30 seconds Listening/ Caring/ Empathy/Compassion 50% Competence/ Expertise 15-20% All Other Factors 15-20% Honesty/ Openness 15-20% Copyright, Dr. V Covello, Center for Change/Risk Communication

Trust Model: Will Rodgers Quote 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

Message Map Templates 27/9/3 CCO AGL-4 Primacy/Recency IDK 1N=3P P=(R)+(E) Copyright, Dr. V Covello, Center for Change/Risk Communication

Templates 27/9/3 CCO AGL-4 Primacy/Recency IDK 1N=3P P=(R)+(E) Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Communication Templates AGL-4 Primacy/Recency IDK 1N=3P P=(R)+(E) Copyright, Dr. V Covello, Center for Change/Risk Communication

Templates AGL-4 Copyright, Dr. V Covello, Center for Change/Risk Communication

Changes in Message Structure In High Stress Situations: AGL-4 Shift Low Stress Situations: Brain processes information at AGL (average grade level) High Stress Situations: AGL-4 (average grade level minus 4 grade levels) Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Communication Templates AGL-4 Primacy/Recency IDK 1N=3P P=(R)+(E) Copyright, Dr. V Covello, Center for Change/Risk Communication

Changes in Message Structure: In High Stress Situations: Primacy/Recency Shift Low Stress Situations: Brain processes information based on linear order (e.g., 1, 2, 3) High Stress Situations: Brain processes information based on primacy/recency (e.g., 1, 3, 2) Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Communication Templates AGL-4 Primacy/Recency IDK 1N=3P P=(R)+(E) Copyright, Dr. V Covello, Center for Change/Risk Communication

IDK Template Key Message 1: IDK Key Message 2: DO Key Message 3: Know Copyright, Dr. V Covello, Center for Change/Risk Communication

IDK Template Key Message 1: IDK (State: “I don’t know…”; “I can’t answer that…” “I wish I could answer that…”) Key Message 2: Do (State: “We are doing x to find out.”; “The best person to answer that is…” Key Message 3: Know (State: 1-3 Things You Know: “What we do know is…”) Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Communication Templates AGL-4 Primacy/Recency IDK 1N=3P P=(R)+(E) Copyright, Dr. V Covello, Center for Change/Risk Communication

1N=3P Negative Dominance Literature Copyright, Dr. V Covello, Center for Change/Risk Communication

Changes in Message Content in In High Stress Situations:: Negative Dominance Shift Low Stress Situations: 1N = 1P (one negative on average equals one positive) High Stress Situations: 1N=3P (one negative on average equals three positives) Bad News Template: It takes on average 3 positives to balance one negative. Copyright, Dr. V Covello, Center for Change/Risk Communication

Templates AGL-4 Primacy/Recency IDK 1N=3P P=(R)+(E) Copyright, Dr. V Covello, Center for Change/Risk Communication

P=R+E Risk Perception Literature Copyright, Dr. V Covello, Center for Change/Risk Communication

P=R+E (P)erceptions of Risk = (R)eality + (E)motional Factors Copyright, Dr. V Covello, Center for Change/Risk Communication

“Research indicates that facts about risk appear to play little or no role in determining public perceptions and concerns about risks.” Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Perceptions/Fear Factors Risks are more feared if they are perceived as: Involuntary or imposed Unfair Inescapable Unfamiliar Man made Threaten children Under the control of untrustworthy others Copyright, Dr. V Covello, Center for Change/Risk Communication

Perception/Outrage/Emotional Factors Trust Listening/Caring Competence/Expertise Honesty/Transparency Benefits/Fairness Societal Community Personal Control Choice Voice Knowledge (e.g. things for people to do) Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Perceptions The more you do to increase: perceived trust, the less the concern (worry, anxiety) perceived benefits/fairness, the less the concern (worry, anxiety) perceived control, the less the concern (worry, anxiety) Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Perceptions TBC Template (Trust, Benefits, Control) Key Message 1: Trust Message Key Message 2: Benefits Message Key Message 3: Control Message Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Perceptions -- Control KDG Template (Know, Do, Go) Key Message 1: What is most important for people to know Key Message 2: What is most important for people to do Key Message 3: Where can people go to get credible information Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Perceptions -- Control KGD Template (Know, Go, Do) Key Message 1: What is most important for people to know Key Message 2: Where can people go to get credible information Key Message 3: What is most important for people to do Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Perceptions -- Trust LAG Template (Logic, Authority, Emotion) Key Message 1: Appeal to Logic Key Message 2: Appeal to Authority Key Message 3: Appeal to Emotion Copyright, Dr. V Covello, Center for Change/Risk Communication

Authority/Credibility Ladder Most Credible Least Credible High Credibility Medium Credibility Low Credibility Teaching Points: Trust takes the form of credibility in communication A credibility ladder, based on research, is essential in planning for and conducting high concern communications This is an example of a credibility ladder – nationwide survey, EHS topic Why would this ranking work out this way? Why would this be important? Copyright, Dr. V Covello, Center for Change/Risk Communication

Credibility Transference “A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.” Teaching Points: This is fairly intuitive, we see it every day This is the basis of celebrity endorsements in advertising and politics From what position on the credibility ladder are endorsers drawn? Copyright, Dr. V Covello, Center for Change/Risk Communication

Credibility Reversal “When a lower source attacks the credibility of a higher source, the lower source loses further credibility. The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.” Teaching Points: This is not so intuitive What is our reflexive response when our position is publicly attacked – often erroneously? What is the result when we attempt to “set the record straight” from a lower position on the credibility ladder? What are our options for being more effective? Copyright, Dr. V Covello, Center for Change/Risk Communication

Special Topics Humor Non-verbals Visuals Copyright, Dr. V Covello, Center for Change/Risk Communication

Special Topics Humor Non-verbals Visuals Copyright, Dr. V Covello, Center for Change/Risk Communication

Special Topics Humor Non-verbals Visuals Copyright, Dr. V Covello, Center for Change/Risk Communication

Special Topics Non-Verbal Communication 75/25 Shift Negative Dominance Diversity/Cross Cultural Effects Copyright, Dr. V Covello, Center for Change/Risk Communication

Special Topics Humor Non-verbals Visuals Copyright, Dr. V Covello, Center for Change/Risk Communication

Special Topics Visuals Graphics Analogies Story Telling ====== Non-Verbal Communication Copyright, Dr. V Covello, Center for Change/Risk Communication

Resource Materials - Visuals Prof. Edward Tufte (Yale University) “Visual Explanations” “The Visual Display of Quantitative Information.” “Envisioning Information.” Copyright, Dr. V Covello, Center for Change/Risk Communication

Special Topics Prof. Paul Ekman “Telling Lies: Clues to Deception” “Emotions Revealed” Copyright, Dr. V Covello, Center for Change/Risk Communication

High Concern/Low Trust Communication: Key Messages Effective high concern/low trust communication is a science-based discipline High stress situations change the rules of communication The key to communication success about is anticipation, preparation, and practice Copyright, Dr. V Covello, Center for Change/Risk Communication