Intervention for Chronic and Emergency Exposure Situations Communication with the Public Risk Communication Process IX.9.2Lecture IAEA Post Graduate Educational Course in Radiation Protection and Safety of Radiation Sources

Module X.9 - Communication with the Public2 Program setup l Identify potential ways to contact various audiences. Become familiar with how to use these channels so in the event of emergency you are prepared to use them immediately l Where possible, establish these channels (an emergency site on your organization’s home page, links to social media, emergency alert systems to reach the public’s radios or cell phones

Module X.9 - Communication with the Public3 Phases of Emergency Management n Preparation n Response n Recovery n The risk communication process is necessary for all potential emergencies in all three phases

Module X.9 - Communication with the Public4 Basic steps l List all potential emergencies l For each emergency, identify the goals of your risk communication plan l For each emergency, develop a resource of basic information about such an emergency

Module X.9 - Communication with the Public5CircumstancesContextPerceptionFactorsAudiencesChannelsSpokespersonActions/Messages Copyright, Ropeik & Associates Time_________ Date_________ Guidance for Planning

Module X.9 - Communication with the Public6CircumstancesContextPerceptionFactorsAudiencesChannelsSpokespersonActions/Messages Facts, history, summarize issues. Facts and context about issue in general. Have similar incidents occurred in the past? When? What were the consequences? Note details of current relationship with stakeholders (good, bad, controversial, cooperative…) Note political realities in local communities. Based on facts in column 1, list risk perception factors are involved in the emergency? Based on facts in column 1, list risk perception factors are involved in the emergency? List all relevant factors in order of priority. Who are your audiences? Which relationships are most important? Identify special populations. List the various ways to reach each audience: news conferences, press releases, websites, social media, “kitchen- table” meetings, public meetings, phone calls… List the various ways to reach each audience: news conferences, press releases, websites, social media, “kitchen- table” meetings, public meetings, phone calls… Determine who will be talking. Spokesperson should have authority and expertise. Determine who will be talking. Spokesperson should have authority and expertise. Based on all columns, enter here what you will say. Based on all columns, enter here what you will say. Example: if “trust” is a perception factor, determine how you will directly address it. Copyright, Ropeik & Associates Time_________ Date_________ Risk Communication Planning

Module X.9 - Communication with the Public7 Column 1: Circumstances, context l List basic facts about the emergency l Enter facts about the issue in general, including its context and history

Module X.9 - Communication with the Public8 Column 2: Perception factors l Based on the facts in Column one, list the psychological factors, like trust, control, or uncertainty that might be involved in the emergency l List all the emotional factors that might be involved, but prioritize them based on their importance l Trust is always key

Module X.9 - Communication with the Public9 Psychological Factors Affecting Risk Perception Psychological Factors Affecting Risk Perception l Fairness l Availability of information l Children l Future Generations l Trust Voluntary Control Familiarity Scientific certainty Dread History Onset of effects Reversibility

Module X.9 - Communication with the Public10 Column 3: Audiences l Who do you want to reach? l Identify special at-risk populations l Some of the risk perception factors in Column 2 will apply to certain audiences more than others

Module X.9 - Communication with the Public11 Column 4: Channels l List the various ways to reach each audience n News conferences, press releases, radio announcements… n Postings to web sites or social media sites n One-on-one “kitchen table” meetings in people’s homes (in preparation stage) n Public meetings (preparation, recovery stages)

Module X.9 - Communication with the Public12 Column 5: Spokesperson l Designate the spokesperson(s) who will be most trusted by the audiences affected l Information should always be delivered in plain language, even if the spokesperson has technical expertise

Module X.9 - Communication with the Public13 Column 6: Actions, Messages l Based on details from the other columns, enter what you plan to do and what messages you will deliver l Risk communication is how you act not just how you speak l Refer to the other columns to effectively fill in this one l

Module X.9 - Communication with the Public14 Risk Communication Planning Process Chart l Use the chart for all three stages of risk communication l Use as many pages as necessary l Note the time and date on each page l Fill in new pages as circumstances change l These charts become a playbook for each plan, a record of the process to refer to as events unfold and later for determining lessons learned

Module X.9 - Communication with the Public15 Prepare Information Materials l Topic specific fact sheets l Answers to common questions from the public l Answers to questions from the news media l Resources to quickly distribute to the media (including video and audio)

Module X.9 - Communication with the Public16 Other Basic Steps to Prepare l Create and strengthen relationships with key partners (news media, public health authorities…). l Develop actions and messages for each potential emergency based on the chart and have a playbook ready to go l Research what the public wants to know and address public concerns l Test your messages.

Module X.9 - Communication with the Public17 Practice l Risk communication plans should be an integral part of any exercise l Exercises should be designed to test the challenges of managing public behavior during a theoretical event l Senior managers and spokespeople should practice delivering key messages

Module X.9 - Communication with the Public18 Emergency Communications l In the event of an emergency, emergency communication, sometimes called crisis communication, has several unique characteristics l The role of communication in managing human behavior is much more important l The need for constant communication is much higher l The need to monitor other communication channels is much higher l The risk perception factors of UNCERTAINTY and CONTROL are much more important than the others

Module X.9 - Communication with the Public19 Audience Needs l “General Public” Notion is Not Accurate l Each Group has Specific Interests, Priorities and Information Needs l Audiences Must be Identified Prior to Emergency l Directly Affected Groups Require Detailed Information on Risks and Responses l Indirectly Affect Groups Need Tailored Information to Reduce Risks and Fears

Module X.9 - Communication with the Public20 Identifying Audiences l 1) People Directly Affected by Contamination l 2) People Associated with those Affected – families, friends, colleagues and neighbours l 3) People Using Affected Infrastructure – Roads, Parks, Schools and Water Supplies

Module X.9 - Communication with the Public21 Audiences Cont. l 4) People Affected by Protective Actions – Evacuation, Iodine Tablets and Sheltering l 5) People Responsible for Responding to the Event l 6) People Measuring & Monitoring Contamination

Module X.9 - Communication with the Public22 Audiences Cont. l 7) Opinion Makers & Leaders in Affected Area l 8) People Making Decisions on Radiation Protection l 9) People Obstructing Decisions on Radiation Protection

Module X.9 - Communication with the Public23 Audiences Cont. l 10) People Who Need to be Informed by Law, Convention or Agreement l 11) People Suffering Economic Shortages Due to the Event

Module X.9 - Communication with the Public24 More Audiences! l 12) Nuclear Actors Not Involved in Emergency Response l 13) Potential Visitors to Affected Site – Reporters, Officials, Environmental Activists and Regulators

Module X.9 - Communication with the Public25 Key Communication Tips l Audiences Should be Engaged in Preparedness Phase l Identify Drivers of Trust, Agreement and Controversy

Module X.9 - Communication with the Public26 Tips Cont. l Involve Stakeholder Groups in Policy Dialogues and Decisions l Involvement Builds Trust, Understanding and Cooperation

Module X.9 - Communication with the Public27 Audiences, Channels and Messages l Audiences l Messages l Information Products and Activities Effective Communications Strategy Forges an Efficient Combination of these Key Components

Module X.9 - Communication with the Public28 Key Channels of Communication l Different channels are available to transmit information from an organization to the public l These channels can be controlled by a specific interest or can be completely uncontrolled l Communications channels include telephones- both voice and text; electronic media-television and radio; print media; internet- , websites and social networking technologies. l Not all channels will necessarily be available or practical to use in an emergency

Module X.9 - Communication with the Public29 Key Channels of Communication l Organization-controlled channels including: printed products, public information services, internet websites, telephone hotlines and video l Mass media-controlled channels including: broadcast and print media and online media l Other uncontrolled channels including: public meetings, chatrooms, blogs, Twitter, SMS

Module X.9 - Communication with the Public30 Classification Cont. l Mass media controlled: n Electronic: TV, radio, media web sites n Printed: newspapers, magazines n Direct contact: interviews; briefing centers; press conference

Module X.9 - Communication with the Public31 Classification Cont. l Informal channels: n Electronic: internet and mobile phones n Print: leaflets and letters n Direct contact: meeting and visits

Module X.9 - Communication with the Public32 Summary l Set explicit goals and a clear sense of mission and purpose l Prepare in advance: create an infrastructure, job assignments and procedures l Prepare materials, equipment, contact information, messages, for potential emergencies l Message preparation is a process that requires careful thinking about other elements first l Practice risk communication in exercises l Communication in the early phase of an event has special aspects