IAEA
International Atomic Energy Agency

“Experience from nuclear and radiological emergencies highlights public communication as one of the most important challenges in emergency management. Sometimes, an event is not considered an emergency to experts or responders but is perceived very differently by the general public.
Communicating effectively with the public about radiation emergencies is key to successful emergency management. It will help mitigate the risks , support the implementation of protective actions , and contribute to appeasing negative psychological impacts.
”
- Communication with the Public in a Nuclear or Radiological Emergency
(EPR-Public Communications, 2012)
IAEA

• “ What we had done to these people was just outrageous. We had frightened them so bad, they thought they were going to die.
”
U.S. Nuclear Regulatory Commission official describing government communication during the Three Mile Island event.
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Public risk response is a matter of perception which may seem:
• ‘right’ or ‘wrong’
• ‘rational’ or ‘irrational’
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Perception is real and may result in physical, psychological, economic, and other harms.
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Communication is a vital tool for mitigating these risks, regardless of the objective risk nature of such events.
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Public thinks differently about radiation risks than experts;
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Public perceives and responds to risky situations based on emotion in addition to facts. What matters most is how those facts feel;
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Emotion can play a bigger role in the way people perceive risks, than reason and rational thinking.
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Nuclear and radiological risks feel more frightening to the public;
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Even when scientific facts show a risk is low, psychological characteristics play a big role in how people perceive the situation;
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These characteristics must be acknowledged in order to effectively manage public behavior.
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Media attention
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Understanding
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Familiarity
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Scientific certainty
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History / Stigma
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Onset of effects
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Reversibility
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Trust
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Availability of information
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Voluntariness
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Control
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Benefits
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Fairness of risk distribution
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Nature of risk
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Catastrophic potential
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Personification
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Personal participation
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Uncertainty
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Awareness
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Fear
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Influence on children and future generations
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Greater perception of risk Lesser perception of risk
Lack of trust in officials and institutions
Trustworthy officials and institutions
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More trust = influence, less trust = fear
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In the communicator;
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In the organization that ’ s supposed to protect the public (the regulator);
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In the organization creating the risk (the radiological facility).
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Key Behaviors for Trust:
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Honesty, even when there is risk or mistakes have been made;
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Avoid secrets;
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Dialogue and respect for audience feelings must be sincere;
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Avoid telling people how they should feel. That ’ s up to them;
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Do not over-reassure. Beware the Fear of Fear.
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Key elements in trust and credibility (http://www.centerforriskcommunication.com/).

Greater perception of risk Lesser perception of risk
A lot of media attention Little media attention
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Greater perception of risk Lesser perception of risk
Scientific concepts are difficult to understand
Easily understood concepts
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Greater perception of risk Lesser perception of risk
Unfamiliar hazards Familiar hazards
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Greater perception of risk Lesser perception of risk
Lack of scientific consensus Scientific consensus
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Greater perception of risk Lesser perception of risk
Accidents have already occurred
No accidents
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Greater perception of risk Lesser perception of risk
Little warning of onset of effects
Anticipation of onset of effects
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Greater perception of risk Lesser perception of risk
Effects are not reversible Effects are reversible
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Greater perception of risk Lesser perception of risk
Insufficient authoritative information
Sufficient authoritative information
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Greater perception of risk Lesser perception of risk
Compulsory participation in a situation
Voluntary participation in a situation
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Greater perception of risk Lesser perception of risk
Absent or limited personal influence on the outcome of a situation
Full or partial personal control of a situation
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Greater perception of risk Lesser perception of risk
Distribution of costs and benefits is unfair
Distribution of costs and benefits is fair
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Greater perception of risk Lesser perception of risk
Result of human activity Result of natural phenomenon
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Greater perception of risk Lesser perception of risk
High number of people injured or killed
Small number of victims
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Greater perception of risk Lesser perception of risk
Risks are represented by a specific victim or potential victim
Risks are represented as an idea
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Greater perception of risk Lesser perception of risk
A situation directly affecting someone and/or their family
A situation with no direct effect
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Greater perception of risk Lesser perception of risk
Poorly understood situation and mechanisms
Clear situation and mechanisms
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Greater perception of risk Lesser perception of risk
An outcome involving greater pain and suffering
An outcome without greater pain and suffering
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Greater perception of risk Lesser perception of risk
Consequences represent a danger to children and threat to future generations
No special danger to children or threat to future generations
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Media attention
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Understanding
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Familiarity
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Scientific certainty
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History / Stigma
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Onset of effects
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Reversibility
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Trust
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Availability of information
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Voluntariness
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Control
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Benefits
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Fairness of risk distribution
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Nature of risk
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Catastrophic potential
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Personification
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Personal participation
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Uncertainty
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Awareness
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Fear
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Influence on children and future generations
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The public and emergency managers think about risk differently;
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Non-expert risk perception is a matter of emotion more than rational factual thinking;
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These feelings are real and must be taken into account by emergency managers and
PIOs.
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Understanding emotional risk perception factors in a nuclear or radiological emergency helps communicators to express empathy and respect;
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This will help build trust.
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Building trust gives emergency responders more influence on how the public behaves, which is a vital part of maximizing public health and safety in preparing for, responding to, and recovering from nuclear and radiological emergencies.
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