Risk Communication – Principles, Tools, & Techniques

1 Risk Communication Principles, Tools, & 1 TechniquesDr. Vincent T. CovelloCenter for Risk CommunicationPatricia A. Milligan, CHPO ffice of Nuclear Security & Incident ResponseRadiological Risk and Emergency Communications2 Copyright Dr. V. Covello, Center for Change/Risk CommunicationDraft NUREG/CR-XXXXP roject Objective To conduct a comprehensive review of the research and practitioner literatureon 3 Copyright Dr. V. Covello, Center for Change/Risk Communicationbest practicein radiation risk and emergency Communication . DefinitionRisk: a threat of loss, real or perceived, to that which we value. 4 Copyright Dr. V. Covello, Center for Change/Risk CommunicationDefinitionRisk: a threat of loss, real or perceived, to that which we value.

2 5 Copyright Dr. V. Covello, Center for Change/Risk CommunicationRisk Communication : the exchange of information about risks. Risk Communication Goals Enhance knowledge and understanding Build trust and credibility 6 Copyright Dr. V. Covello, Center for Change/Risk Communication Encourage appropriate attitudes, behaviors and beliefsRisk Communication : Key Messages Risk Communication is a science-based discipline High concern situations change the rules7 Copyright Dr. V. Covello, Center for Change/Risk Communication High concern situations change the rules of Communication The key to risk Communication success is anticipation, preparation, and practiceRisk Communication : Key Messages Risk Communication is a science-based discipline High concern situations change the rules8 Copyright Dr.

3 V. Covello, Center for Change/Risk Communication High concern situations change the rules of Communication The key to risk Communication success is anticipation, preparation, and practiceRisk Communication Literature 8000 Articles in Peer Reviewed Scientific Journals9 Copyright Dr. V. Covello, Center for Change/Risk Communication 2000 BooksRisk Communication Literature: ExampleDr. R. Hyer and Dr. V. Covello Effective Media Communication During Public Health Emergencies: A World Health Organization10 Copyright Dr. V. Covello, Center for Change/Risk CommunicationHealth Emergencies: A World Health Organization Handbook World Health Organization, United Nations: Geneva, April 2007( or )Risk Communication Literature: Example The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information 11 Copyright Dr.

4 V. Covello, Center for Change/Risk CommunicationProcessing InformationGeorge A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97 Risk Communication Literature: Example Five Essential Elements of Immediate and Mid-Term Mass Trauma Intervention: Empirical Evidence, Psychiatry, 70(4): 2007 Authors: Steven Hobfoll et. of ResearchProvide people a sense of:12 Copyright Dr. V. Covello, Center for Change/Risk CommunicationProvide people a sense of: Hope Self- and community efficacy Safety Calm ConnectednessRisk Communication : Key Messages Risk Communication is a science-based discipline High concern situations change the rules13 Copyright Dr.

5 V. Covello, Center for Change/Risk Communication High concern situations change the rules of Communication The key to risk Communication success is anticipation, preparation, and practiceRisk Communication Theories Trust Determination Theory Mental Noise Theory14 Copyright Dr. V. Covello, Center for Change/Risk Communication Negative Dominance Theory Risk Perception/Outrage TheoryRisk Communication Theories Trust Determination Theory Mental Noise Theory15 Copyright Dr. V. Covello, Center for Change/Risk CommunicationRisk Communication : Core PrinciplesWhen people are concerned, stressed, or upset: They want to know that you care before they care what you know (Trust Determination Th)16 Copyright Dr.

6 V. Covello, Center for Change/Risk CommunicationTheory) Have difficulty hearing, understanding, and remembering information (Mental Noise Theory) Focus most on what they hear first (Mental Noise Theory)Risk Communication Theories Trust Determination Theory Mental Noise Theory17 Copyright Dr. V. Covello, Center for Change/Risk Communication Negative Dominance Theory Risk Perception/Outrage TheoryRisk Communication : Core PrinciplesWhen people are concerned, stressed, or upset: They want to know that you care before they care what you know (Trust Determination Th)18 Copyright Dr. V. Covello, Center for Change/Risk CommunicationTheory) Have difficulty hearing, understanding, and remembering information (Mental Noise Theory) Focus most on what they hear first (Mental Noise Theory)Risk Communication : Core PrinciplesWhen people are concerned, stressed, or upset: They often focus more on the negative than on the positive(Negative Dominance Theory)19 Copyright Dr.

7 V. Covello, Center for Change/Risk Communicationthe positive(Negative Dominance Theory) The gaps between risk perceptions and reality often become wider(Risk Perception Theory)Risk Perception Theory: Fear/Outrage FactorsLower Concern / Fear1. Trustworthy sources2. Large benefitsHigher Concern / FearUntrustworthy sourcesFew or unclear benefits20 Copyright Dr. V. Covello, Center for Change/Risk Communication3. Under one s control4. Voluntary5. Fair6. Natural origin7. Children not victimsControlled by othersInvoluntaryUnfairHuman originChildren as victimsRisk Perception Theory: Fear/Outrage FactorsLower Concern / Lower Fear /Lower OutrageHigher Concern / Higher Fear /Higher Outrage21 Copyright Dr.

8 V. Covello, Center for Change/Risk Communication1. Trustworthy sources2. Large benefits3. Under one s controlUntrustworthy sourcesFew or unclear benefitsControlled by othersRisk Perception (Fear) Factors Trust Listening / Caring Competence / Expertise Honesty / Transparency22 Copyright Dr. V. Covello, Center for Change/Risk Communicationypy Benefits / Fairness Societal Community Personal Control / Voluntariness Choice Voice KnowledgeRisk Communication Theories Trust Determination Theory Mental Noise Theory23 Copyright Dr. V. Covello, Center for Change/Risk Communication Negative Dominance Theory Risk Perception/Outrage TheoryRisk Communication Templates CCO Rule of 3 27/9/324 Copyright Dr.

9 V. Covello, Center for Change/Risk Communication Primacy/Recency AGL-4 1N=3P IDKRisk Communication Templates CCO25 Copyright Dr. V. Covello, Center for Change/Risk CommunicationThe CCO Template Compassion Conviction26 Copyright Dr. V. Covello, Center for Change/Risk Communication OptimismCaring / Empathy Principle When people are stressed and upset, they want to know that you care before they care what you know 27 Copyright Dr. V. Covello, Center for Change/Risk Communicationwhat you CCO Template Compassion Conviction28 Copyright Dr. V. Covello, Center for Change/Risk Communication OptimismTrust Factors in High Stress SituationsListening/Caring/Empath /CompassionAssessed in first 9-30 seconds29 Copyright Dr.

10 V. Covello, Center for Change/Risk CommunicationEmpathy/Compassion50%Compet ence/Expertise 15-20%Honesty/ Openness 15-20%AllOther Factors15-20% CCO: Related Templates CCO Template(Caring, Conviction, Optimism)===============30 Copyright Dr. V. Covello, Center for Change/Risk Communication CAP Template(Caring, Actions, Perspective) CSS Template(Caring, Sharing, Sharing)Templates Rule of 3 27 / 9 / 331 Copyright Dr. V. Covello, Center for Change/Risk CommunicationTemplates Rule of 3 Template:All risk Communication messaging in threes27/9/3 Tl t32 Copyright Dr. V. Covello, Center for Change/Risk Communication 27/9/3 Template:Key messages expressed in 27 words, 9 seconds, 3 messagesRisk Communication : Core PrinciplesWhen people are concerned, stressed, or upset: they often have difficulty hearing understanding and33 Copyright Dr.