Risk Communication Slides

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Presentation transcript:

Risk Communication Slides Vincent T. Covello, Ph.D. Director Center for Risk Communication 29 Washington Square West, Suite 2A New York, New York 10011 Tel.: 646-654-1679; Fax.: 212-749-3590 email: vincentcovello@ix.netcom.com web site: www.centerforriskcommunication.org copyright 2002 Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication “A Science-based Approach for Communicating Effectively in: High-Concern, High Stress Emotionally Charged, or Controversial Situations” Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Definition of Risk: “The probability of loss of that which we value.” Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Anticipate questions and concerns by listening Prepare accurate, well crafted, relevant, ethical, consistent , under- standable messages Practice delivery First Steps Copyright, Dr. V Covello, Center for Risk Communication

Risk Communication Research: Example: Sound bites Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Sound bite research: Assumption: national news, controversial topic 7 to 9 seconds (21-27 words, 30 words max.) 3 messages 9 second knowledge/trust window Copyright, Dr. V Covello, Center for Risk Communication

Overarching Key Messages Risk Communication: Overarching Key Messages Limited message duration Limited message content Enhanced knowledge/trust Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Message Map Stakeholder: Question/Concern Key Word Message Map 1 Key Message/Fact 1. Key Message/Fact 2. Key Message/Fact 3. Keywords: Supporting Fact 1.1 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.3 Copyright, Dr. V Covello, Center for Risk Communication

“Ethical Communication” Challenge “Ethical Communication” Versus “Spin” Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Spin: “…making things appear to be that which they are not.” Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Three Primary Goals Increased Knowledge and Understanding Enhanced Trust and Credibility Enhanced Dialogue to Resolve Disagreements Copyright, Dr. V Covello, Center for Risk Communication

Additional Challenges 1 “There is virtually no correlation between the ranking of hazards by experts and the ranking of those same hazards by the public” Additional Challenges 1 Copyright, Dr. V Covello, Center for Risk Communication

PERCEPTIONS OF RISK (Outrage Factors) Copyright, Dr. V Covello, Center for Risk Communication

PERCEPTION OF RISK (Outrage) (cont…) Copyright, Dr. V Covello, Center for Risk Communication

Risk Perception (Outrage) Factors Amplification Weights Factor Weight Trust………………………..….. 2000 Control……………………..….. 1000 Benefits …………….…….……. 1000 Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Additional Challenge 2 In High Concern Situations, People Want to Know That You Care Before They Care What You Know Assessed in first 9- 30 seconds Listening/Caring/ Empathy 50% Copyright, Dr. V Covello, Center for Risk Communication

One negative equals three positives Additional Challenges 3 1 N = 3 P One negative equals three positives Additional Challenges 3 Copyright, Dr. V Covello, Center for Risk Communication

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

Center for Risk Communication Sound Bite Construction Exercise Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Definition of Risk: “The probability of loss of that which we value.” Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Part of everyday life: at work at home in the community Copyright, Dr. V Covello, Center for Risk Communication

At Work: Job Interview Questions Why are you the best candidate? What are your greatest weaknesses? Where do you see yourself in five years? Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Values at Risk Safety Security Economic Health Quality of Life etc. Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Identify key audiences and stakeholders. Anticipate questions and concerns Prepare accurate, well crafted, well delivered messages First Steps Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication What are the three most important things you would like your audience to know What are the three most important things your audience would like to know What are the three most important things your audience is most likely to get wrong unless they are emphasized First Steps Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Examples Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Message Map Stakeholder: Question/Concern Key Word Message Map 1 Key Message/Fact 1. Key Message/Fact 2. Key Message/Fact 3. Keywords: Supporting Fact 1.1 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.3 Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Smallpox Questions How contagious is smallpox? Is there enough vaccine? What are the signs and symptoms of smallpox? Copyright, Dr. V Covello, Center for Risk Communication

Question: How contagious is smallpox? Key Message 1: Spreads slowly Key Message 2: Time to contact Key Message 3: Vaccination Copyright, Dr. V Covello, Center for Risk Communication

CDC Message Mapping Project Smallpox Questions: CDC Message Mapping Project Over 60 draft maps prepared Sources for questions Focus group testing Copyright, Dr. V Covello, Center for Risk Communication

Question: How contagious is smallpox Message Map Question: How contagious is smallpox Key Word Message Map 1 Key Message/Fact 1. Keywords: Spreads Slowly Key Message/Fact 2. Keywords: Time to Contact Key Message/Fact 3. Keywords: Vaccination Within Days Keywords: Supporting Fact 1.1 ... Keywords: Supporting Fact 2.1 ... Keywords: Supporting Fact 3.1 ... Keywords: Supporting Fact 1.2 ... Keywords: Supporting Fact 2.2 ... Keywords: Supporting Fact 3.2 ... Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.3 ….. Copyright, Dr. V Covello, Center for Risk Communication

Job Interview Questions Why are you the best candidate? What are your greatest weaknesses? Where do you see yourself in five years? Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Message Map Stakeholder: Question/Concern Key Word Message Map 1 Key Message/Fact 1. Key Message/Fact 2. Key Message/Fact 3. Keywords: Supporting Fact 1.1 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.3 Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Message Mapping Follow-up Questions Copyright, Dr. V Covello, Center for Risk Communication

Stakeholder: Construction Workers Question/Concern/Issue: Worker Exposure to silica dust Key Word Message Map 3 Key Message/Fact 1. Keywords: Personal protection Key Message/Fact 2. Keywords: Health screening / monitoring Key Message/Fact 3. Keywords: Engineering / administrative controls Keywords: Supporting Fact 1.1 Environment / equipment Keywords: Supporting Fact 2.1 Baseline physical exams Keywords: Supporting Fact 3.1 Dust source reduction Keywords: Supporting Fact 1.2 Hazard communication Keywords: Supporting Fact 2.2 Periodic screening / surveillance Keywords: Supporting Fact 3.2 Dust suppression Keywords: Supporting Fact 1.3 Education / awareness program Keywords: Supporting Fact 2.3 Workplace air monitoring Keywords: Supporting Fact 3.3 Limited exposure times Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Origins of the Field Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication “A Science-based Approach for Communicating Effectively in: High-Concern Emotionally Charged, , or Controversial Situations” Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Origins of the Field Deep Historical Roots Mental Noise Theory Trust Determination Theory More Recent Roots Risk Perception Theory Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication “ ...in high concern…” High Concern Low Trust (essential) High Concern High Trust (essential) Low Concern Low Trust (recommended) Low Concern High Trust (optional) Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Origins of the Field Deep Historical Roots Mental Noise Theory Trust Determination Theory More Recent Roots Risk Perception Theory Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Origins of the Field Deep Roots Mental Noise Theory Trust Determination Theory Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Mental Noise Theory When people are stressed or upset, they have difficulty : hearing information understanding information remembering information Copyright, Dr. V Covello, Center for Risk Communication

Mental Noise Theory: Verbal Messages Implications -- Core Limited time (e.g., attention span) Limited content (e.g., 3 messages) Clear (e.g., 6th grade) Copyright, Dr. V Covello, Center for Risk Communication

Mental Noise Theory: Verbal Message Implications -- Add-Ons Repetition (e.g., internal and external) Prioritized (e.g., first and last) Visuals (graphics, demos) 1N = 3P Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Mental Noise Theory: Non-Verbal Messages Provides up to 50-75% of message content Noticed intensely and negatively interpreted Overrides verbal communication Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Origins of the Field Deep Roots Mental Noise Theory Trust Determination Theory Copyright, Dr. V Covello, Center for Risk Communication

Trust DeterminationTheory When people are stressed or upset, they often distrust that others are: listening, caring, empathy honest, open competent, expert Copyright, Dr. V Covello, Center for Risk Communication

Trust DeterminationTheory Mirroring Copyright, Dr. V Covello, Center for Risk Communication

Question: Genetically Modified Food and Allergies Key Message 1:Tested Key Message 2:Conventional Foods Key Message 3:Identify Gene Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Origins of the Field More Recent Roots Risk Perception Theory Copyright, Dr. V Covello, Center for Risk Communication

PERCEPTIONS OF RISK (Outrage Factors) Copyright, Dr. V Covello, Center for Risk Communication

PERCEPTION OF RISK (Outrage) (cont…) Copyright, Dr. V Covello, Center for Risk Communication

Risk Perception (Outrage) Factors Amplification Weights Factor Weight Trust………………………..….. 2000 Control……………………..….. 1000 Fairness …………….…….……. 500 Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Control Factors Choice Voice Knowledge Copyright, Dr. V Covello, Center for Risk Communication

Center for Risk Communication Three Primary Goals Increased Knowledge and Understanding Enhanced Trust and Credibility Enhanced Dialogue to Resolve Disagreements Copyright, Dr. V Covello, Center for Risk Communication