Prepared or Pre-paranoid?

Transcription

1 Prepared or Pre-paranoid? Effective Risk Communication Laura Blaske

2 Risk Communication What is it? How to apply it every day. The importance of planning. Building skills.

3 The trusted source. Which is true: Cockroaches can live for a month with their heads cut off? Lemmings will follow their leader, even over a cliff?

4 Pre-paranoid. Do not use while sleeping. Sears hair dryer Fits one head. Shower cap box Do not turn upside down. Bottom of Tesco s Tiramisu dessert box Product will be hot after heating. Marks & Spencer bread pudding

5 (A few more!) Do not iron clothes on body. Rowenta iron Warning: May cause drowsiness. Nytol Warning: Contains nuts. Sainsbury s peanuts Instructions: Open packet, eat nuts. American Airlines peanut packet

6 Prepared. Be First. Be Right. Be Credible. Provide clear and consistent information. Accessibility. Empower people to make good choices.

7 What is Risk Communication? Communicating effectively and accurately during a issue of high concern to allow individuals and the community to understand the risks and Cope Make informed decisions Understand sensitive issues

8 Crisis or Catastrophe We can t stop every crisis. What can we control? In a crisis, how can you help make the difference between: Danger or Safety? Mistrust or Compliance? Fear or Empowerment? Uncertainty or Choices?

9 What influences risk perception? Is it familiar? Vulnerable populations? Easy to understand? Controllable? Intentional or naturally occurring?

10 It s Personal Risk communication helps people assess personal risk Most people over- or under-estimate personal risks. A risk communication plan can help strike a balance.

11 Nothing s really changed

12 Confusing Risk Assessing risk is emotional. Risk is often hard to comprehend: 1 in 10,000 or 1 in 1 million? Risk needs a face. Connection to the audience.

13 Today VS Some Day

14 ANKLETS!!! Front page of Tacoma Times December 6, 1940 Girls wearing anklet socks are getting a complete cooling system for body Anklets definitely are detrimental to health!

15 All about Audiences

16 Consider your audience Clients and community members Staff and co-workers Stakeholders and partners People who serve the general public (teachers, childcare providers, etc.) Emergency response workers, law enforcement Civic and political leaders (local, state, and national) Family and friends

17 The General Public There is no such thing: Family situations Locations Professions Physical differences Cultural differences Generational differences Language differences History

18 Targeting information

19 Common Concerns Am I/Is my family safe? What have you found that will affect me or my loved ones? What can we do to protect ourselves? Who or what caused the problem? Can you fix it?

20 Risk Communication Plan

21 Who s in the l- oop?

22 Planning Risk Communication Lessons Learned Roadmap ISSUE Recovery Healing First Messages Keep Communicating Prepare for Questions Key Messages Staying On Message

23 Risk Communication Plan Identify audiences Identify special needs Identify communication channels Identify stakeholders and partners Consider time constraints Key messages Consider worst case scenarios

24 Key Messages Start with simple, overall goals: Address concerns/set stage. Define the issue/action. Build trust.

25 Key message 1 Public concern/set stage Big picture statement Key message 2 Define issue/action This is the primary thing we want you to know/do Key message 3 Build trust This is why you should listen to us (what we are doing, who we are working with, etc.)

26 Common Concerns Am I/Is my family safe? What have you found that will affect me or my loved ones? What can we do to protect ourselves? Who or what caused the problem? Can you fix it?

27 NYC as World Trade Centers Collapse

28 Aerial View 9/11

29 Example: Over-Reassurance "We are very encouraged that the results from our monitoring of air quality and drinking water conditions in both New York and near the Pentagon show that the public in these areas is not being exposed to excessive levels of asbestos or other harmful substances I am glad to reassure the people of New York and Washington, D.C. that their air is safe to breath and their water is safe to drink." U.S.Environmental Protection Agency Director Whitman September 18, 2001

30 and Aftermath Judge Blasts Ex-EPA Chief For 'Conscience-Shocking' Actions After 9/11 for reassuring Manhattan residents soon after the 2001 terrorist attacks that the environment was safe to return to homes and offices while toxic dust was polluting the neighborhood. -NBC News, February 2006

31 More message tips General Guidelines Respect fears and anxieties of public Be honest Involve your partners be consistent Avoid jargon and explain technical terms Decide on your central message; be concise

32 Never assume Everyone is familiar with the situation. The reporter is an expert. Something is simple. You ve made your point.

33 What you say The aetiology of dependency in elderly people, and therefore the need to seek residential care, is multifactorial.

34 and how you say it.

35 This explains it all.

36 Is the focus on your key message?

37 not quite. Getting it right

38 try again. Getting it right

39 Getting it right close enough!

40 What makes a good spokesperson? Sincerity. Confidence without arrogance. Modulated voice. Ability to explain the issue to public. Direct eye contact.

41 First Messages in an Emergency 1. An expression of empathy 2. What you know-confirmed facts and action steps 3. What you don t know 4. What s the process 5. Statement of commitment 6. Where people can get more information

42 Media and the public will edit your message Al Gore invented the internet. John McCain invented the blackberry. so keep it short.

43 Bridge Techniques How to emphasize your message The important thing to remember is What everyone needs to know is The first thing I want to emphasize is We want to make sure people understand

44 Speed Equals Authority An early presence assures the public: someone is in charge a system is in place a response is underway

45 Speed Equals Authority Absence of an early presence: allows bystanders to characterize the emergency the media will report rumors and inaccuracies opinions from professionals who are not part of the official emergency response will prevail public confusion and anxiety

46 Be the one to define the event. Bailout vs rescue

47 Branding - Taught to trust. Is the glass half full?

48 Be first. Remember, developing and communicating first messages DOES NOT mean having all the answers. It DOES mean showing that someone is in charge, and that response is underway.

49 Be right. Tell the truth. Tell people what you re doing to get the facts. Explain the situation in a way that the general public can understand Avoid jargon. Explain technical terms.

50 Be credible. Show empathy. Take concerns seriously. Avoid humor. Tell people what they can do.

51 Resources Washington State Department of Health: Emergency resource library: Emergency communication toolkit:

52 Thanks! Questions?