Risk Communication Workshop Slides

Risk Communication

Vincent T. Covello, Ph.D.

Director

Center for Risk Communication/

Consortium for Risk and Crisis Communication

29 Washington Square West, Suite 2A

New York, New York 10011

Tel.: 646-654-1679; Fax.: 212-749-3590 email: vincentcovello@ix.netcom.com

web site: www.centerforriskcommunication.org

Center for Risk Communication

Risk Communication:

Three Case Studies

• NYC – 9/11

• CDC (Centers for Disease

Control) – Smallpox and Bioterrorism

• WHO -- SARS

Copyright, Dr. V Covello,


Risk Communication – Definition

“A Science-based Approach for

Communicating Effectively in:

 High-Concern

 High Stress

 Emotionally Charged, or

 Controversial Situations”




Key Messages

• Risk communication is a science based discipline

• High stress, high concern situations change the rules of communication

• The key to success is anticipation, preparation and coordination



Risk Communication Science

• 8000 Articles in Peer Reviewed

Scientific Journals

• 2000 Books

• Reviews of the Literature by Major

Scientific Organizations (e.g., US

National Academy of Sciences; Royal

Society of Great Britain)



2001

“...the major public health challenges since 9/11 were not just clinical, epidemiological, technical, issues.

The major challenges were communication. In fact, as we move into the 21st century, communication may well become the central science of public health practice.” (December,

2001) Edward Baker, MD, MPH,


“Emergency Risk

Communication CDCynergy:

A Guide to Emergency Risk

Communication Planning”

CD ROM




• Don’ts (Research Based on Non-

Research Based)

• Do’s (Research Based and Non-

Research Based)




Examples of Do’s and Don’ts

• Dealing with the Media

• Anticipating Questions





• Dealing with the Media

Dress Codes





• Anticipating Questions



Message Develpment

95% Rule

“95% of all questions and concerns that will be raised by any stakeholder in any controversy can be anticipated and predicted in advance.”


Implications?

Identifying Stakeholders and

Their Specific Concerns

• Historical Record (e.g., meeting documents; media reports; logs)

–Specific

–Related

–General

• Subject-matter experts

• Role Playing Copyright, Dr. V Covello,


Sources of Concerns and

Questions

Lower Perceived Risk Higher Perceived Risk

1. Trustworthy sources Untrustworthy sources

2. Substantial benefits Few benefits

3. Voluntary

4. Controllable

5. Fair/equitable

Involuntary

Not controllable

Unfair/inequitable

6. Natural origin

7. Familiar

8. Not dreaded

9. Certain

Human origin (man made)

Unfamiliar/exotic

Dreaded

Uncertain

10. Children not as victims

Children as victims



Risk Communication Templates

1) AGL-4 (clear messages)

2) 27/9/3 (concise messages)

3)

4) …

5) …

6) …



AGL-4 Template



AGL-4 Template (Message Clarity

Rule)

Average Grade Level Minus 4



27/9/3 Template



27/9/3 Template

• 27 words

• 9 seconds

• 3 messages






3) Message Maps

4) …

5) …

6) …



Message Maps (Tiered

Layers of Triplet

Messages)



Key Word Message Map 1

Key Message/Fact

1.

(9 Words Avg.)

Keywords:

Supporting

Fact 1.1

Message Map

Stakeholder:

Question/Concern:


2.

(9 Word Avg.)


3.

(9 Word Avg.)

Keywords:

Supporting

Fact 2.1

Keywords:

Supporting

Fact 3.1

Keywords:

Supporting

Fact 1.2

Keywords:

Supporting

Fact 2.2

Keywords:

Supporting

Fact 3.2

Keywords:

Supporting

Fact 1.3

Keywords:

Supporting

Fact 2.3



Keywords:

Supporting

Fact 3.3



1.

I came

Message Map

Stakeholder:

Question/Concern


2.

I saw


3.

I conquered

Keywords:

Supporting

Fact 1.1

Long journey

The journey was long and hard.

Keywords:

Supporting

Fact 1.2

Heavy

Losses

We suffered heavy losses along the way.

Keywords:

Supporting

Fact 1.3

Arrived safely

Despite the difficulties, we arrived safely.

Keywords:

Supporting

Fact 2.1

Large armies

The enemy armies were large.

Keywords:

Supporting

Fact 2.2

Well armed

They were well

Armed and equipped.

Keywords:

Supporting They were well

Fact 2.3

Well positioned.



Keywords:

Supporting

Fact 3.1

Engage

We engaged them immediately

Keywords:

Supporting

Fact 3.2

Fought bravely

Our legions fought bravely

Keywords:

Supporting

Fact 3

Defeated enemy

The enemy is

(totally) defeated.

Overarching Message Map (O Map)

• Addresses:

– What should people know about “x”

– What you want them to know about

“x” regardless of questions asked

– What you would put in your opening statement about “x”

• Be sure it gets delivered

– “Bridge” to it if necessary: e.g., “I want to remind you again…”


Message Maps

• O Map (Overarching, Core, Key

Messages)

• I Maps (Informational Maps)

• C Maps (Challenging Question Maps)



Message Maps

• O Map (Overarching, Core, Key

Messages)

• Informational Maps

• Challenging Question Maps




Key Words

“Remove

Standing Water”

Keywords:

Supporting

Fact 1.1

West Nile

Virus Map

Key Words

“Wear Protective

Clothing”

Key Words

“Use Repellent

With DEET”

Keywords:

Supporting

Fact 2.1

Keywords:

Supporting

Fact 3.1

Keywords:

Supporting

Fact 1.2

Keywords:

Supporting

Fact 2.2

Keywords:

Supporting

Fact 3.2

Keywords:

Supporting

Fact 1.3

Keywords:

Supporting

Fact 2.3



Keywords:

Supporting

Fact 3.3

Message Maps: Uses

• Information Forums

• Fact Sheets

• Press Releases

• Video Scripts

• Scripts for Hot Lines

• Web sites



Information Forum

From: Risk Communication PowerPoint Slides, Vincent T. Covello, Ph.D., Director,

Center for Risk Communication/Consortium for Risk and Crisis Communication



Means

The larger and more diverse the audience, the less effective the communication.

Implications?






3) Message Maps

4) IDK

5) …

6) …






3) Message Maps

4) IDK

5) …

6) …



I.D.K. (I Don’t Know) Template:

Short Form

 Say You Don’t Know/Can’t

Answer/ Wish You Could Answer *

 Give the Reason Why You Don’t

Know or Can’t Answer*

 Indicate Follow Up with Deadline*



I.D.K. (I Don’t Know) Template

 Acknowledge/Repeat the Question

 Say You Don’t Know/Can’t

Answer/Wish You Could Answer*

 Give the Reason(s) Why You Don’t

Know or Can’t Answer*

 Indicate Follow Up with Deadline*

 Copyright, Dr. V Covello,

Bridge to What You Can Say

I.D.K. (I Don’t Know) Template:

Uses

 You are not prepared to answer

 You are not the expert

 You are not the responsible party

 You don’t have information or data

(e.g., it is being investigated)

 You are limited in what can say (e.g.,



• Message

• Messenger

• Means/Media



Messenger

• People judge the messenger before the message

• People judge the messenger primarily in terms of trust

• Information about trust comes from non-verbal communication, verbal communication, and actions


Trust Factors

In High Concern Situations

Listening/Caring/

Empathy

50%

Assessed in first

30 seconds

Competence/

Expertise

15-20%

Dedication/

Commitment

Honesty/

15-20%

Openness

15-20%






3) Message Maps

4) IDK

5) CCO

6) …



CCO Template (Churchill)

• Compassion

• Conviction

• Optimism






3) Message Maps

4) IDK

5) CCO

6) 1N = 3P



1 N = 3P Template

One negative equals a minimum of three positives




7) Credibility Transference

8) …

9) …

10) …

11)



CREDIBILITY TRANSFERENCE

“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”



CREDIBILITY REVERSAL

“When a lower source attacks the credibility of a higher source, the lower source loses further credibility.

The only information source that can effectively attack the credibility of another source is one


Credibility Transference

• Trusted Intermediates

• Trusted Authorities

• Trusted Sources



• High

HSE Credibility Ladder

– Health Professionals (e.g., Nurses, Physicians,

Pharmacists)

– Safety Professionals (e.g., Fire, Police,

Paramedics)

– University Scientists

• Medium

– Media

– Activist Groups

• Low

– Industry

– Federal Government (in General)


Trust

Non-Verbal Communication

• 75% Rule

• Negative Dominance

• Cultural Meaning



Risk Communication-


• Eyes

• Hands

• Posture



Risk Communication-


• Eyes

-- Eye contact

• Hands

-- Visible; waist level; small movements

• Posture

-- Slight lean forward; relaxed;

Copyright, Dr. V Covello, avoid repetitive motions

Additional Templates

• Guarantee Template

• Interrogation Template

• False Allegation Template

• Worst Case Template



GUARANTEE TEMPLATE

Main Point :

Bridge to known facts, processes procedures or actions “Here’s what I can guarantee (assure; promise…)”



GUARANTEE TEMPLATE

•

•

•

•

Additional Points :

Indicate that the best way to talk about the future is to talk about the past / present…

Focus on processes rather than results or outcomes

Avoid saying “there are no guarantees”

Avoid saying that you can guarantee

Copyright, Dr. V Covello, and outcome or result

Guarantee Template

Short Form

“What I can [guarantee; assure; tell; promise] you is…”



Guarantee Template

Long Form

“You’ve asked me about the future.”

“The best way I can talk about the future is to talk about the past and present.”

“What the past and present tell us









Interrogation Template

• Offer your 27/9/3 response

• Say “Let me repeat..”

• Say “I believe I have answered that question.”

• Bridge to another topic or ask if there are more questions










False Allegation Template

Main Points:

• Don’t repeat the allegation

• Do use only the opposite of the false allegation, accusation, or criticism, or negative in your response



Allegation

• Liar

• Baby killer

• Negligent

• Greedy

• Con Man

• Snake oil salesman

False Allegations

Opposite

• …

• …

• …



False Allegation Template

 Indicate what the question is about, using the opposite of the false allegation, accusation, or criticism

 Indicate that the “opposite” of the allegation is important to you

 Bridge to three facts that indicate what you have, are, or will do to maximize/achieve the opposite of

Copyright, Dr. V Covello, the allegation








Worst Case Template

 Indicate that the question is a “What if” question.

 Focus your response on “What is”

 Bridge to three facts that respond to the concern, e.g.,

(1) emergency response plans;

(2) containment; (3) prevention.




Key Messages

• Risk communication is a science based discipline

• High stress, high concern situations change the rules of communication

• The key to success is preparedness



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