1. Health Risk Communication

2. Disclaimer
The views expressed in this presentation are those of the author and do not reflect the official policy or position of the Uniformed Services University of the Health Sciences, Department of Defense, or the U.S. Government.

3. Health Risk Communication
The purpose of a public health response to a crisis is to efficiently and effectively reduce and prevent illness, injury, and death and return individuals and communities to a state of ‘normalcy’

4. Health Risk Communication
Definitions:
Risk: expose (someone or something valued) to danger, harm or loss Health Risk: the probability that damage (injury, disease, etc.) will occur as a result of exposure to a threat (chemical, physical or biological agent for example)

5. Health Risk Communication
“The risks that kill people and the risks that alarm them are completely different”
-Covello and Sandman (2001)

6. Risk Perception How do we perceive risk?
Health Risk Communication
Risk Perception
How do we perceive risk?
Scientists, risk managers, businesses…
Evidence-based assessment
General public…
Personal
Social
Cultural
Moral
Psychological
Emotional

7. Health Risk Communication
Anatomy of a Crisis
Uncertainty + Heightened public emotions (fear, anxiety, denial) + Limited access to facts + Rumor, gossip, speculation, assumption, and inference = Unstable information environment

8. Research has shown that during a crisis, people…
Health Risk Communication
Research has shown that during a crisis, people…
Take in information differently (than normal)
Process information differently
Act on information differently
Communication during a health crisis, such as a pandemic, is especially challenging as a result

9. Definitions: Risk Analysis
Health Risk Communication
Definitions: Risk Analysis
(Health) Risk Assessment – process to identify and describe a hazard, and evaluate/estimate the nature and probability of adverse health effects
(Health) Risk Management – proactively/reactively preventing an incident or minimize damages (based on risk assessment) following an event
Health Risk Communication – evidence-based strategy used to provide information that allows individuals, stakeholders, or communities to make the best possible decisions during a health-related crisis or emergency

10. Health Risk Communication

11. Health Risk Communication
“Under the IHR, risk communication for public health emergencies includes the range of communication capacities required through the preparedness, response and recovery phases of a serious public health event to encourage informed decision making, positive behavior change and the maintenance of trust”

12. Health Risk Communication…
Key Points
Health Risk Communication…
Operational communication vs. communication with the public
Involves exchanging information about real or perceived health threats
Provides information on expected positive and/or negative outcomes and their probabilities
Helps to stabilize information environment

13. Health Risk Communication Core Principles
Be First
Crises are time-sensitive (emergency mentality)
Be Right
Accuracy is essential to credibility (easy to lose)
Information should include what is known, what is not known, and how gaps will be filled
Be Credible
Reflect honesty and truthfulness
US CDC

14. Health Risk Communication Core Principles
4. Express Empathy
Harm and suffering should be acknowledged
Address people’s feelings and the challenges they face
5. Promote Action
Give people constructive and meaningful actions – sense of control
6. Show Respect
Be respectful of emotions, questions, concerns
Avoid humor

15. Communication Failures
Health Risk Communication
Communication Failures
Information released late
Mixed messages from multiple experts/leadership
Paternalistic attitudes
Not countering myths and rumors in real time
Public power struggles and confusion

16. Health Risk Communication
Former President Obama’s Comments on America's Response to Ebola:
“This disease can be contained. It will be defeated. Progress is possible. But we're going to have to stay vigilant and we've got to make sure that we're working together. We have to keep leading the global response. America cannot look like it is shying away because other people are watching what we do, and if we don't have a robust international response in West Africa, then we are actually endangering ourselves here back home. In order to do that, we've got to make sure that those workers who are willing and able and dedicated to go over there in a really tough job, that they’re applauded, thanked and supported. That should be our priority.”