The document discusses risk communication and its applications and implications. It provides information on communicating effectively in emotionally charged situations like crises or conflicts. Some key points include:
- Risk communication is a science-based approach that aims to provide informed support and reduce resistance.
- High stress changes how people receive information, as they want to know you care before facts and have reduced mental capacity.
- Perceptions, driven more by factors than facts, are important to address in risk communication. Trust, control and benefit influence risk acceptance.
2. RISK COMMUNICATION A SCIENCE-BASED APPROACH FOR COMMUNICATING EFFECTIVELY IN EMOTIONALLY CHARGED, HIGH STRESS OR CONTROVERSIAL SITUATIONS (e.g., Crisis, Conflict, Change) Contact: CenterforRiskCommunication.org
5. RISK COMMUNICATION SHIFTS Some reasons high stress changes the rules: People want to know that you care before they care what you know People have difficulty hearing, understanding and remembering information People understand information at four grades below their education level Contact: CenterforRiskCommunication.org
6. RISK COMMUNICATION 100 0 Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
7. RISK COMMUNICATION 20% 100 0 Mental noise reduces the ability to process communication on average 80% Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
12. PERCEPTIONS Perception = Reality Perception ≠ Reality What is perceived as real is real in its consequences Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
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14. Less than 5% of public stress and concern is driven by facts.
15. More than 95% of public stress and concern is driven by perception factors.Contact: CenterforRiskCommunication.org
17. PERCEPTIONS RISK Flying Toxic waste Fires Pesticides Air pollution Murder Driving Smoking Poverty Source: ABC News Contact: CenterforRiskCommunication.org IMPACT 1 day 4 days 18 days 27 days 61 days 113 days 182 days 5 ½ years 7 to 10 years Contact: CenterforRiskCommunication.org
18. Contact: CenterforRiskCommunication.org PERCEPTIONS(OUTRAGE FACTORS) Lower Perceived Risk Trustworthy sources Substantial benefits Controllable Voluntary Fair / equitable Natural origin Familiar Not dreaded Certainty Children not victims Higher Perceived Risk Untrustworthy sources Few benefits Uncontrollable Involuntary Unfair / inequitable Human origin / man made Unfamiliar / exotic Dreaded Uncertainty Children as victims Contact: CenterforRiskCommunication.org
19. PERCEPTIONS(OUTRAGE FACTORS) Lower Perceived Risk Not memorable Moral / ethical Clear non-verbal signals Responsive Random / scattered Low media coverage Victims as statistics Immediate effects Effects reversible Understood science Contact: CenterforRiskCommunication.org Higher Perceived Risk Memorable Immoral / unethical Mixed non-verbal signals Non-responsive Catastrophic High media coverage Victims as people Delayed effects Effects irreversible Misunderstood science Contact: CenterforRiskCommunication.org
20. PERCEPTIONS Trust Benefit & Control Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
21. Contact: CenterforRiskCommunication.org PERCEPTIONS Risk information from a trusted source is more acceptable than from one not trusted. Risks under personal control are more acceptable than risks controlled by others. Risks that carry a benefit are more acceptable than those without benefit. Contact: CenterforRiskCommunication.org
58. MESSENGER CHARACTERISTICS People judge the messenger before they judge the message People judge the messenger primarily in terms of trust Trust is judged primarily through actions, body language and verbal communication Source: Center for Risk Communication Contact: CenterforRiskCommunication.org
59. MESSENGER CHARACTERISTICS Competence and expertise Dedication and commitment Honesty and openness Caring and empathy Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
62. MESSENGER CHARACTERISTICS Non-Verbal Signals Low stress – 25 percent of message High stress - 75 percent of message Are intensely and quickly noticed Can override verbal message Are interpreted negatively Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
63. RECEIVER PERSPECTIVE Most Credible Least Credible Respected local citizens Non-management employees Educators Healthcare professionals Media Activist groups Industry officials Government officials Paid consultants Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
73. RESISTANCE TO DECISIONS Decide Announce Defend COMMUNICATION USUALLY ENTERS THE PROCESS HERE Contact: CenterforRiskCommunication.org Contact: CenterforRiskCommunication.org
