1 Vincent T. Covello, Ph.D. Director Center for Risk Communication 29 Washington Square West, Suite 2A New York, New York Tel.: ; Fax.: web site: copyright 2002 Vincent T. Covello, Ph.D. Director Center for Risk Communication 29 Washington Square West, Suite 2A New York, New York Tel.: ; Fax.: web site: copyright 2002 Risk and Crisis Communication

2 Science-based “A Science-based Approach for Communicating Effectively in: F High-Concern, High Stress F Emotionally Charged, or F Controversial Situations” Science-based “A Science-based Approach for Communicating Effectively in: F High-Concern, High Stress F Emotionally Charged, or F Controversial Situations” Risk and Crisis Communication

3 “...the major public health challenges since 9/11 were not just clinical, epidemiological, technical, issues. The major challenges were communication. In fact, as we move into the 21st century, communication may well become the central science of public health practice.” (December, 2001) -Edward Baker, MD, MPH, Assistant US Surgeon General “...the major public health challenges since 9/11 were not just clinical, epidemiological, technical, issues. The major challenges were communication. In fact, as we move into the 21st century, communication may well become the central science of public health practice.” (December, 2001) -Edward Baker, MD, MPH, Assistant US Surgeon General

4 “Situations” where risk communications can prove invaluable: F Controversial industrial development F Contract negotiations F Crisis and emergency management F Losses in corporate confidence F Part of everyday life FChange. “Situations” where risk communications can prove invaluable: F Controversial industrial development F Contract negotiations F Crisis and emergency management F Losses in corporate confidence F Part of everyday life FChange. Risk and Crisis Communication

5 Risk Communication Part of everyday life: Fat work F at home F in the community Risk Communication Part of everyday life: Fat work F at home F in the community

6 “...in high concern…” High Concern Low Trust (essential) High Concern High Trust (essential) Low Concern Low Trust (recommended) Low Concern High Trust (optional)

7 Definition of Risk: “The probability of loss of that which we value.” Definition of Risk: “The probability of loss of that which we value.”

8 Anticipate questions and concerns by listening Prepare accurate, well crafted, relevant, ethical, consistent, under- standable messages Practice delivery Anticipate questions and concerns by listening Prepare accurate, well crafted, relevant, ethical, consistent, under- standable messages Practice delivery First Steps

9 Risk and Crisis Communication Research: Example: Sound bites Risk and Crisis Communication Research: Example: Sound bites

10 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 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 Risk and Crisis Communication

11 Limited message duration Limited message content Enhanced knowledge/trust Limited message duration Limited message content Enhanced knowledge/trust Risk and Crisis Communication: Overarching Key Messages Risk and Crisis Communication: Overarching Key Messages

12 Key Word Message Map 1 Message Map Stakeholder: Question/Concern Key Message/Fact 1. Key Message/Fact 2. Key Message/Fact 3. Keywords: Supporting Fact 1.1 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 3.3

13 “ Ethical Communication” Versus “Spin” “ Ethical Communication” Versus “Spin” Overarching Risk and Crisis Communication Challenge

14 Spin: “…making things appear to be that which they are not.” Spin: “…making things appear to be that which they are not.”

15 “ Ethical Communication” Question: What are the characteristics of ethical risk and crisis communication? “ Ethical Communication” Question: What are the characteristics of ethical risk and crisis communication? Challenge

16 Three Primary Goals F Knowledge and Understanding F Trust and Credibility F Dialogue to Resolve Disagreements Three Primary Goals F Knowledge and Understanding F Trust and Credibility F Dialogue to Resolve Disagreements Risk and Crisis Communication

17 Overarching Goal: To Avoid Regret Overarching Goal: To Avoid Regret

18 “There is virtually no correlation between the ranking of a threat or hazard by experts and the ranking of those same hazards by the public” “There is virtually no correlation between the ranking of a threat or hazard by experts and the ranking of those same hazards by the public” Challenge 1: Perceptions

19 F Perception = Reality F That which is perceived as real is real. F That which is perceived as real is real in its consequences F Perception = Reality F That which is perceived as real is real. F That which is perceived as real is real in its consequences Risk Communication

20 PERCEPTIONS OF RISK (Outrage Factors)

21 PERCEPTION OF RISK (Outrage) (cont…)

22 Risk Perception (Outrage) Factors Risk Perception (Outrage) Factors Amplification Weights Factor Weight Trust………………………..… Control……………………..… Benefits …………….…….…… Amplification Weights Factor Weight Trust………………………..… Control……………………..… Benefits …………….…….……. 1000

23 Challenge 2: Perceptions of Trust & Distrust In High Concern Situations, People Want to Know That You Care Before They Care What You Know Challenge 2: Perceptions of Trust & Distrust In High Concern Situations, People Want to Know That You Care Before They Care What You Know Assessed in first seconds Assessed in first seconds Listening/Caring/ Empathy 50% Listening/Caring/ Empathy 50%

24 1 N = 3 P One negative equals three positives 1 N = 3 P One negative equals three positives Challenge 3: Negative Dominance Challenge 3: Negative Dominance

25 No Not Never Nothing None No Not Never Nothing None Challenge 3: Negative Dominance Challenge 3: Negative Dominance

26

27 Sound Bite Construction Exercise Risk Communication

28 Why are you the best candidate? What are your greatest weaknesses? Where do you see yourself in five years? Why are you the best candidate? What are your greatest weaknesses? Where do you see yourself in five years? At Work: Job Interview Questions

29 What are your communication objectives? – Knowledge? – Trust? – Dialogue? What are your communication objectives? – Knowledge? – Trust? – Dialogue? First Steps

30 Who is your audience? First Steps

31 Stakeholders - Examples Family and Friends Employees Employee families Supervisors Co-workers Unions Advisory Panels Local Government State Government Federal Government Other Government Agencies Politicians Individuals in the Community Activist Groups Educators Religious Leaders Shareholders/Investors Senior Management Physicians and Other Health Professionals Emergency Responders Legal Practitioners Local Business Community Contractors/Consultants Media Ethic/minority groups Sensitive individuals or groups

32 What are there concerns? First Steps

33 Safety Security Economic Health Quality of Life etc. Safety Security Economic Health Quality of Life etc. Values at Risk

34 Message Development First Steps

35 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 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

36 Examples Examples

37 Key Word Message Map 1 Message Map Stakeholder: Question/Concern Key Message/Fact 1. Key Message/Fact 2. Key Message/Fact 3. Keywords: Supporting Fact 1.1 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 3.3

38 Smallpox Questions Smallpox Questions How contagious is smallpox? Is there enough vaccine? What are the signs and symptoms of smallpox? How contagious is smallpox? Is there enough vaccine? What are the signs and symptoms of smallpox?

39 Question: How contagious is smallpox? F Key Message 1: Spreads slowly F Key Message 2: Time to contact F Key Message 3: Vaccination F Key Message 1: Spreads slowly F Key Message 2: Time to contact F Key Message 3: Vaccination

40 Smallpox Questions: CDC Message Mapping Project Smallpox Questions: CDC Message Mapping Project F Over 60 draft maps prepared F Sources for questions F Focus group testing F Over 60 draft maps prepared F Sources for questions F Focus group testing

41 Key Word Message Map 1 Message Map Question: How contagious is smallpox 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 1.3 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact …..

42 Message Mapping Follow-up Questions

43 Key Word Message Map 3 Stakeholder: Construction Workers Question/Concern/Issue: Worker Exposure to silica dust 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 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 3.3 Environment / equipment Baseline physical exams Education / awareness program Hazard communication Periodic screening / surveillance Workplace air monitoring Dust source reduction Dust suppression Limited exposure times

44 Origins of the Field Origins of the Field Risk and Crisis Communication

45 Origins of the Field Deep Historical Roots – Mental Noise Theory – Trust Determination Theory More Recent Roots – Risk Perception Theory Origins of the Field Deep Historical Roots – Mental Noise Theory – Trust Determination Theory More Recent Roots – Risk Perception Theory Risk and Crisis Communication

46 Origins of the Field Deep Historical Roots – Mental Noise Theory – Trust Determination Theory More Recent Roots – Risk Perception Theory Origins of the Field Deep Historical Roots – Mental Noise Theory – Trust Determination Theory More Recent Roots – Risk Perception Theory Risk and Crisis Communication

47 Origins of the Field Deep Roots Mental Noise Theory – Mental Noise Theory – Trust Determination Theory Origins of the Field Deep Roots Mental Noise Theory – Mental Noise Theory – Trust Determination Theory Risk and Crisis Communication

48 When people are stressed or upset, they have difficulty : hearing information hearing information understanding information understanding information remembering information remembering information When people are stressed or upset, they have difficulty : hearing information hearing information understanding information understanding information remembering information remembering information Mental Noise Theory

49 Limited time (e.g., attention span) Limited time (e.g., attention span) Limited content (e.g., 3 messages) Limited content (e.g., 3 messages) Clear (e.g., 6th grade) Clear (e.g., 6th grade) Limited time (e.g., attention span) Limited time (e.g., attention span) Limited content (e.g., 3 messages) Limited content (e.g., 3 messages) Clear (e.g., 6th grade) Clear (e.g., 6th grade) Mental Noise Theory: Verbal Messages Implications -- Core

50 Repetition (e.g., internal and external) Repetition (e.g., internal and external) Prioritized (e.g., first and last) Prioritized (e.g., first and last) Visuals (graphics, demos) Visuals (graphics, demos) 1N = 3P 1N = 3P Repetition (e.g., internal and external) Repetition (e.g., internal and external) Prioritized (e.g., first and last) Prioritized (e.g., first and last) Visuals (graphics, demos) Visuals (graphics, demos) 1N = 3P 1N = 3P Mental Noise Theory: Verbal Message Implications -- Add-Ons

51 Listening, Caring, Empathy Statement Listening, Caring, Empathy Statement State Three Key Messages State Three Key Messages Re-State First Key Message Plus Supporting Information Re-State First Key Message Plus Supporting Information Re-State Second Key Message Plus Supporting Information Re-State Second Key Message Plus Supporting Information Re-State Third Key Message Plus Supporting Information Re-State Third Key Message Plus Supporting Information Re-State Three Key Messages Re-State Three Key Messages Indicate Future Actions Indicate Future Actions Listening, Caring, Empathy Statement Listening, Caring, Empathy Statement State Three Key Messages State Three Key Messages Re-State First Key Message Plus Supporting Information Re-State First Key Message Plus Supporting Information Re-State Second Key Message Plus Supporting Information Re-State Second Key Message Plus Supporting Information Re-State Third Key Message Plus Supporting Information Re-State Third Key Message Plus Supporting Information Re-State Three Key Messages Re-State Three Key Messages Indicate Future Actions Indicate Future Actions Seven Part Model

52 Mental Noise Theory: Non-Verbal Messages Mental Noise Theory: Non-Verbal Messages F Provides up to 50-75% of message content F Noticed intensely and negatively interpreted F Overrides verbal communication F Provides up to 50-75% of message content F Noticed intensely and negatively interpreted F Overrides verbal communication

53 Origins of the Field Deep Roots – Mental Noise Theory Trust Determination Theory – Trust Determination Theory Origins of the Field Deep Roots – Mental Noise Theory Trust Determination Theory – Trust Determination Theory Risk and Communication

54 When people are stressed or upset, they often distrust that others are: listening, caring, empathy listening, caring, empathy honest, open honest, open competent, expert competent, expert When people are stressed or upset, they often distrust that others are: listening, caring, empathy listening, caring, empathy honest, open honest, open competent, expert competent, expert Trust DeterminationTheory

55 MirroringMirroring Trust DeterminationTheory

56 Question: Genetically Modified Food and Allergies Key Message 1:Tested Key Message 2:Conventional Foods Key Message 3:Identify Gene Key Message 1:Tested Key Message 2:Conventional Foods Key Message 3:Identify Gene

57 Origins of the Field More Recent Roots – Risk Perception Theory Origins of the Field More Recent Roots – Risk Perception Theory Risk and Communication

58 PERCEPTIONS OF RISK (Outrage Factors)

59 PERCEPTION OF RISK (Outrage) (cont…)

60 Risk Perception (Outrage) Factors Risk Perception (Outrage) Factors Amplification Weights Factor Weight Trust………………………..… Control……………………..… Fairness …………….…….……. 500 Amplification Weights Factor Weight Trust………………………..… Control……………………..… Fairness …………….…….……. 500

61 Trust Determination Factors In High Concern Situations Trust Determination Factors In High Concern Situations Assessed in first 30 seconds Assessed in first 30 seconds Listening/Caring/ Empathy 50% Listening/Caring/ Empathy 50% Competence/ Expertise 15-20% Honesty/ Openness 15-20% Dedication/ Commitment 15-20% Dedication/ Commitment 15-20%

62 Developing Trust The higher the level of emotion or distrust, the greater the need for: –words/statements –gestures –actions that communicate –listening –caring –empathy

63 Trust / Credibility Credibility Transference Trust / Credibility Credibility Transference “A lower credibility source takes on the credibility of the highest credible source that agrees with its position on an issue.”

64 Trust / Credibility Credibility Reversal Trust / Credibility Credibility Reversal “When a lower credibility source attacks the credibility of a higher credibility source, the lower credibility source loses further credibility.” “When a lower credibility source attacks the credibility of a higher credibility source, the lower credibility source loses further credibility.”

65 Trust / Credibility Credibility Reversal (con’t) Trust / Credibility Credibility Reversal (con’t) “The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.” “The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.”

66 Environmenal Trust Ladder High –Health Professionals (e.g., Nurses, Physicians) –Safety Professionals (e.g., Fire, Police) –University Scientists Medium –Environmental Professionals –Media –Activist Groups Low –Industry –Federal Government –Paid External Consultants

67 Stakeholders - Examples Family and Friends Employees Employee families Supervisors Co-workers Unions Advisory Panels Local Government State Government Federal Government Other Government Agencies Politicians Individuals in the Community Activist Groups Educators Religious Leaders Shareholders/Investors Senior Management Physicians and Other Health Professionals Emergency Responders Legal Practitioners Local Business Community Contractors/Consultants Media Ethic/minority groups Sensitive individuals or groups

68 Risk Perception (Outrage) Factors Risk Perception (Outrage) Factors Amplification Weights Factor Weight Trust………………………..… Control……………………..… Fairness …………….…….……. 500 Amplification Weights Factor Weight Trust………………………..… Control……………………..… Fairness …………….…….……. 500

69 Control Factors Control Factors F Choice F Voice F Knowledge F Choice F Voice F Knowledge

70 Three Primary Goals F Knowledge and Understanding F Trust and Credibility F Dialogue to Resolve Disagreements Three Primary Goals F Knowledge and Understanding F Trust and Credibility F Dialogue to Resolve Disagreements Risk and Crisis Communication