TDEC-NUATRC Workshop Strategic Risk Communication: Air Toxics Rebecca Parkin, PhD, MPH The George Washington University Washington, DC October 18, 2005

2 Outline What is risk communication (RC)? Why do we need strategic RC? How can we assure a strategic approach?

3 Risk Communication Exchange of facts and opinions among individuals, groups & organizations It’s not an act -- it’s a process Different forms meet different needs across the risk management process

4 Decision Step Risk Management Risk Assessment Risk Analysis Problem Formulation Initiation Risk Evaluation Action/ Monitoring Preliminary Analysis Risk Communications Risk Management Paradigm (Adapted from CSA, 1997) End Next Step and/or Take Action Go Back to Any Step Risk Estimation Risk Control

5 Forms of Risk Communication One-way (tell) best for –Familiar, less complex issues –Emergencies Two-way (dialogue) and multi-way (groups, Internet tools) best for –Long-term issues –Unfamiliar, complex risks

6 How Do We Know Which RC Form To Use When? Knowledge of scientific literature –Risk perception –Risk communication –Stakeholders Scientifically obtained data & information –Stakeholders’ interests, preferences, & priorities –Contexts (e.g., cultural, social, regulatory, etc.) Experience with the community –Pretest methods

7 Decision Step Problem Formulation Initiation Risk Evaluation Action/ Monitoring Preliminary Analysis Risk Communications Examples of Risk Communication Methods End Next Step and/or Take Action Go Back Risk Estimation Risk Control Mass Media Community Theater Community Leaders, Advisory Group Public Meetings

8 Strategic Approaches Systematic processes comprise –Plans –Explicit methods –Series of actions That –Focus on essentials –Balance issues –Produce specific results Typically involve –Long-term processes –Large-scale views Require –Visible support –Clear commitment –Dedicated resources Can test prototypes in advance (Emergency preparations)

9 Key Components Problem definition Goal statement Context assessments Information gathering Resource review Option identification “Best” option selection Implementation Evaluation Much like the Risk Management Paradigm

10 Strategic RC is Crucial... The more visible the issues become The more variety of stakeholders involved The higher the stakes become The more complex issues become

11 Complex, Evolving Issues Especially require opportunities for Open feedback Ongoing interactions Active stakeholder involvement As early and as often as feasible across the risk management process

12 Air Toxics Are Complex Everyone has to breathe Unavoidable, concerns Air contains toxics Unfamiliar, confusing, overwhelming People can’t protect themselves Helplessness, distress, fear People want actions from government & emitters Low expectations, conflicts with experience & beliefs, distrust Many parties involved in a complex process Frustration, anger

13 When Government TELLS... E.g., “The level of toxics in the air is too low to cause harm” This simple approach –Does not fit the complexity of the issue –Does not fit stakeholders’ contexts –May cause more harm than good

14 Air Toxics Require Strategic RC Approaches

15 Strategic Organizations Do not rely only on tactics –Do not expect “one-hit wonders” Do rely on comprehensive knowledge of stakeholders & contexts –Built in systematic, appropriate ways –To assure a sound basis for a RC strategy Do engage communities throughout the process

16 What Do We Need to Know? Which stakeholders are involved and why –Characteristics, dynamics Their starting points and why –Knowledge, crucial elements that are missing –Perceptions, values, beliefs, attitudes –Interests & priorities –Preferred communication processes Who they trust

17 Staff Concerns “We don’t have enough time to involve them” –Lack of experience or negative experience –Stress related to stakeholder involvement Lack of training -- beyond tactics –Lack of knowledge about strategic RC frameworks –Lack of “best practices” to draw on

18 What Organizations Can Do Assure visible senior management support Build understanding of what RC is Assure resources dedicated for effective interactions Provide rewards for staff engagement Assure effective debriefings to compile key lessons learned

19 Answers How can we better educate the public? –Work and learn with them –Focus on essentials, what’s pivotal to their decision making process How can we provide information that they will understand? –Assure that they have effective ways to interpret and then use the information –Use a planned, interactive & sustained approach

20 Key Points Strategic risk communication requires –More than tactics or a single event –Comprehensive, systematic approach –Based on rich knowledge Organizations must develop –Deeper understanding of what RC really is –Richer knowledge about stakeholders & why they have the interests they do –Tailored RC strategies

21 One Last Comment... Despite the doubts you may have at this point, Strategic risk communication is feasible and it does get easier with practice

22 Thank You!