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Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk and Crisis Communication:
Core Slides
Dr. Vincent T. CovelloDirector
Center for Risk CommunicationNew York, New York
Tel. 917-270-5280Email: [email protected]
Risk and Crisis Communication:
Core Slides
Dr. Vincent T. CovelloDirector
Center for Risk CommunicationNew York, New York
Tel. 917-270-5280Email: [email protected]
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication: Short Definition
Risk Communication: Short Definition
Risk: “a threat to that which we value.”
Risk Communication: “the exchange of information about risks.”
Risk: “a threat to that which we value.”
Risk Communication: “the exchange of information about risks.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books
Research Based ResourcesResearch Based Resources
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk CommunicationGoals
Risk CommunicationGoals
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate behaviors and levels of concern
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate behaviors and levels of concern
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk and Crisis Communication:
Core Templates Risk and Crisis Communication:
Core Templates
• CCO Template
• 27/9/3 Template
• Primacy/Recency Template
• 1N=3P Template
• APP Template
• AGL-4 Template
• IDK Template
• CCO Template
• 27/9/3 Template
• Primacy/Recency Template
• 1N=3P Template
• APP Template
• AGL-4 Template
• IDK Template
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication: Resource Materials
Risk Communication: Resource Materials
“Effective Media Communication During Public Health Emergencies: A World Health Organization Handbook,”
Authors: Dr. R. Hyer and Dr. V. Covello World Health Organization, United
Nations Headquarters, Geneva (2007))
(Google: “Effective Media Communication”)
“Effective Media Communication During Public Health Emergencies: A World Health Organization Handbook,”
Authors: Dr. R. Hyer and Dr. V. Covello World Health Organization, United
Nations Headquarters, Geneva (2007))
(Google: “Effective Media Communication”)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication:Core Concepts
Risk Communication:Core Concepts
When people are stressed or concerned, they:
• …want to know that you care before they care what you know.
• …have difficulty hearing, understanding, and remembering information.
• …focus most on what they hear first and last.
When people are stressed or concerned, they:
• …want to know that you care before they care what you know.
• …have difficulty hearing, understanding, and remembering information.
• …focus most on what they hear first and last.
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• CCO
(Compassion, Conviction, Optimism)
• Rule of 3 (27/9/3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
• CCO
(Compassion, Conviction, Optimism)
• Rule of 3 (27/9/3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• CCO
(Compassion, Conviction, Optimism)
• 27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
• CCO
(Compassion, Conviction, Optimism)
• 27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
CCO
(Compassion, Conviction, Optimism)
CCO
(Compassion, Conviction, Optimism)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Assessed in first 9-30 seconds
Assessed in first 9-30 seconds
Listening/Caring/
Empathy/Compassion50%
Competence/Expertise 15-20%
Honesty/ Openness
15-20%
AllOther Factors
15-20%
Trust Determination:
High Stress Situations
Trust Determination:
High Stress Situations
Copyright, Dr. V Covello, Center for Change/Risk Communication
Trust Factors: Low Stress Situations
Trust Factors: Low Stress Situations
Competence/Expertise
All Other Factors
Competence/Expertise:
80-85%
All Others 15-20%
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• CCO
(Compassion, Conviction, Optimism)
• 27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
• CCO
(Compassion, Conviction, Optimism)
• 27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Contact: CenterforRiskCommunication.orgContact: CenterforRiskCommunication.org
Mental Noise Mental Noise (Attention Span)(Attention Span)
Mental Noise Mental Noise (Attention Span)(Attention Span)
0 100
Mental noise can reduce
the ability to process
communication up to 80%
20%
Copyright, Dr. V Covello, Center for Change/Risk Communication
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”George A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”George A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
Risk Communication: Attention Span Research
Risk Communication: Attention Span Research
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication: Attention Span Research
Risk Communication: Attention Span Research
“The Magic Number Three, Plus or Minus Two: Some Limits on Our Capacity for Receiving, Processing, and Remembering Information in High Stress Situations”
“The Magic Number Three, Plus or Minus Two: Some Limits on Our Capacity for Receiving, Processing, and Remembering Information in High Stress Situations”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message Map Stakeholder Question or Concern:
Key Message 19 words on average
Key Message 29 words on average
Key Message 39 words on average
Support-ing Info.
1.1
Support-ing Info.
1.3
Support-ing Info..
1.2
Support-ing
Info. 2.1
Support-ing Info.
2.2
Support-ing Info.
2.3
Support-ing Info.
3.1
Support-ing Info.
3.2
:
Support-ing Info.
3.3
Copyright, Dr. V Covello, Center for Change/Risk Communication
Key Word Message Map
West Nile Virus Map
Key Message“Remove Standing Water”
Key Message“Wear Protective Clothing”
Key Message“Use Insect Repellent”
1.1
1.3
1.2
2.1
2.2
2.3
3.1
3.2
:
3.3
Unattended swimming pools
Long Sleeves
Cup of Water
Flower Pots/Bird
Baths
Long Pants
Dusk and Dawn
DEET
23%
Medical Research
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• CCO
(Compassion, Conviction, Optimism)
• 27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
• CCO
(Compassion, Conviction, Optimism)
• 27/9/3 (Rule of 3)
(27 words, 9 seconds, 3 Messages)
• Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
Primacy/Recency
(First Impressions; First and Last; Beginnings and Endings)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Primacy/Recency TemplatePrimacy/Recency Template
• Low Stress Situations:
Brain processes information based on linear order (e.g., 1, 2, 3)
• High Stress Situations:
Brain processes information based on primacy/recency (e.g., 1, 3, 2)
• Low Stress Situations:
Brain processes information based on linear order (e.g., 1, 2, 3)
• High Stress Situations:
Brain processes information based on primacy/recency (e.g., 1, 3, 2)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• CCO
• 27/9/3 (Rule of 3)
• Primacy/Recency
=============
• 1N=3P
(1 Negative equals a minimum of 3 Positives)
• CCO
• 27/9/3 (Rule of 3)
• Primacy/Recency
=============
• 1N=3P
(1 Negative equals a minimum of 3 Positives)
Copyright, Dr. V Covello, Center for Change/Risk Communication
1N=3P Template
====
1N (Negative) Equals
3 P (Positives) Template
“When people are stressed and upset, they typically focus more
on the negative than on the positive.”
(Negative Dominance Principle)
1N=3P Template
====
1N (Negative) Equals
3 P (Positives) Template
“When people are stressed and upset, they typically focus more
on the negative than on the positive.”
(Negative Dominance Principle)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• CCO
• 27/9/3 (Rule of 3)
• Primacy/Recency)
• 1N=3P
=====
• APP (Anticipation, Preparation, Practice)
• CCO
• 27/9/3 (Rule of 3)
• Primacy/Recency)
• 1N=3P
=====
• APP (Anticipation, Preparation, Practice)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Seven Step Risk Communication APP Strategy
Seven Step Risk Communication APP Strategy
1. Identify a risk communication issue or scenario
2. Identify key stakeholders/target audiences3. Identify potential questions or concerns4. Develop key messages using message
mapping and risk communication template tools
5. Develop supporting information for key messages
6. Test and practice messages7. Deliver messages through appropriate
communication channels
1. Identify a risk communication issue or scenario
2. Identify key stakeholders/target audiences3. Identify potential questions or concerns4. Develop key messages using message
mapping and risk communication template tools
5. Develop supporting information for key messages
6. Test and practice messages7. Deliver messages through appropriate
communication channels
Copyright, Dr. V Covello, Center for Change/Risk Communication
Stakeholder Predictability
“50 Most Frequently Asked Questions by Terminally Ill Patients”
Stakeholder Predictability
“50 Most Frequently Asked Questions by Terminally Ill Patients”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Stakeholder Predictability• “77 Most Frequently Asked Questions
by Journalists in a Disaster” (Handout)
• “65 Most Frequently Asked Questions about Bird Flu and Pandemic Influenza” (google:
“pandemicflu.gov, message maps”)
• 200 Most Frequently Asked Questions about Water Contamination
(go to: www.epa.gov/nhsrc)
Stakeholder Predictability• “77 Most Frequently Asked Questions
by Journalists in a Disaster” (Handout)
• “65 Most Frequently Asked Questions about Bird Flu and Pandemic Influenza” (google:
“pandemicflu.gov, message maps”)
• 200 Most Frequently Asked Questions about Water Contamination
(go to: www.epa.gov/nhsrc)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Challenge QuestionsChallenge Questions
• False Allegation/False Negative Questions
• Guarantee Questions• What If (e.g., Worst Case Scenario)
Questions
============• Blame/Accountability Questions• Yes/No Questions
• False Allegation/False Negative Questions
• Guarantee Questions• What If (e.g., Worst Case Scenario)
Questions
============• Blame/Accountability Questions• Yes/No Questions
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk and Crisis Communication:
Core Templates Risk and Crisis Communication:
Core Templates
• CCO Template
• 27/9/3 Template
• Primacy/Recency Template
• 1N=3P Template
• APP Template
=============
• AGL-4 Template
• CCO Template
• 27/9/3 Template
• Primacy/Recency Template
• 1N=3P Template
• APP Template
=============
• AGL-4 Template
Copyright, Dr. V Covello, Center for Change/Risk Communication
AGL-4 Template
=======
AGL (Average Grade Level) Minus 4 (Four Grade Levels)
Template
“When people are stressed and upset, they typically process
information at four grade levels below their average grade
level.”
AGL-4 Template
=======
AGL (Average Grade Level) Minus 4 (Four Grade Levels)
Template
“When people are stressed and upset, they typically process
information at four grade levels below their average grade
level.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
AGL-4 ShiftAGL-4 Shift
• Low Stress Situations:
Brain processes information at
AGL (average grade level)
• High Stress Situations:
Brain processes information at
AGL-4 (average grade level minus 4 grade levels)
• Low Stress Situations:
Brain processes information at
AGL (average grade level)
• High Stress Situations:
Brain processes information at
AGL-4 (average grade level minus 4 grade levels)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Commonly used acronyms in environmental clean-up:
LUST RAGS
BRA RC
LULU CLEAN
FONSI REC
NOEL RPM
CCR IRA
Copyright, Dr. V Covello, Center for Change/Risk Communication
Examples…Examples…
TRANSLATION ???“This change will allow us to better leverage our
talent base in an area where developmental roles are under way and strategically focuses us toward the upcoming system transition where systems literacy and accuracy will be essential to maintain and to further improve service levels to our customer base going forward."
TRANSLATION ???“This change will allow us to better leverage our
talent base in an area where developmental roles are under way and strategically focuses us toward the upcoming system transition where systems literacy and accuracy will be essential to maintain and to further improve service levels to our customer base going forward."
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication:
Core Templates Risk Communication:
Core Templates
• CCO Template
• 27/9/3 Template
• Primacy/Recency Template
• 1N=3P Template
• APP Template
• AGL-4 Template
==============
• IDK Template
• CCO Template
• 27/9/3 Template
• Primacy/Recency Template
• 1N=3P Template
• APP Template
• AGL-4 Template
==============
• IDK Template
Copyright, Dr. V Covello, Center for Change/Risk Communication
I.D.K. (I Don’t Know) Template
I.D.K. (I Don’t Know) Template
• Say: “you don’t know”/
“can’t answer”/wish you could answer”
(Optional: Give the reason why you don’t know or can’t answer the question)
• Indicate follow up
• Bridge to what you can say about the issue
• Say: “you don’t know”/
“can’t answer”/wish you could answer”
(Optional: Give the reason why you don’t know or can’t answer the question)
• Indicate follow up
• Bridge to what you can say about the issue
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication:
Core Templates Risk Communication:
Core Templates
• CCO Template• 27/9/3 Template• Primacy/Recency Template• 1N=3P Template • APP Template (Anticipate, Prepare,
Practice)• AGL-4 Template• IDK Template
• CCO Template• 27/9/3 Template• Primacy/Recency Template• 1N=3P Template • APP Template (Anticipate, Prepare,
Practice)• AGL-4 Template• IDK Template
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication:
Advanced Templates Risk Communication:
Advanced Templates
• TBC• KDG• …• …• …• …• …• …
• TBC• KDG• …• …• …• …• …• …
Copyright, Dr. V Covello, Center for Change/Risk Communication
TBC Template
(Trust, Benefits, Control)
Key Message 1: Trust Message
Key Message 2: Benefits/Fairness Message
Key Message 3: Control Message
TBC Template
(Trust, Benefits, Control)
Key Message 1: Trust Message
Key Message 2: Benefits/Fairness Message
Key Message 3: Control Message
Copyright, Dr. V Covello, Center for Change/Risk Communication
Fear FactorsFear Factors
Lower Concern/Fear
1. Trustworthy
sources
2. Large benefits/
fair/avoidance of harm
3. Under one’s control
Lower Concern/Fear
1. Trustworthy
sources
2. Large benefits/
fair/avoidance of harm
3. Under one’s control
Higher Concern/Fear1. Untrustworthy
sources
2. Few or unclear benefits/unfair
3. Controlled by others
Higher Concern/Fear1. Untrustworthy
sources
2. Few or unclear benefits/unfair
3. Controlled by others
Copyright, Dr. V Covello, Center for Change/Risk Communication
Fear FactorsFear Factors
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Copyright, Dr. V Covello, Center for Change/Risk Communication
Perception/Fear/Emotional Response Factors
Perception/Fear/Emotional Response Factors
• Trust• Listening/Caring• Competence/Expertise• Honesty/Transparency
• Benefits/Fairness • Societal• Community• Personal
• Control• Choice• Voice• Knowledge (e.g. things for
people to do)
• Trust• Listening/Caring• Competence/Expertise• Honesty/Transparency
• Benefits/Fairness • Societal• Community• Personal
• Control• Choice• Voice• Knowledge (e.g. things for
people to do)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perceptions
“That which is perceived as real is real in its consequences.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
“Facts about risk (risk data and
statistics) play little or no role in determining public perceptions and concerns about risks.”
“Facts about risk (risk data and statistics) play little or no role in determining public perceptions and concerns about risks.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Credibility Ladder: Environmental Health
• Citizen advisory panels • Nurses and physiciansNurses and physicians• Safety/emergency response
professionals • Professors/educators • Media• Environmental/advocacy groups• Industry• Federal governmentFederal government• Consultants from “for-profit” firms
Most
Least
Copyright, Dr. V Covello, Center for Change/Risk Communication
Credibility TransferenceCredibility Transference
“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”
“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Credibility ReversalCredibility 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 of equal or higher credibility.”
“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 of equal or higher credibility.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
KDG Template (Overarching Message Map)
KDG Template (Overarching Message Map)
(Know, Do, Go)
Key Message 1: What is most important for people to know
Key Message 2: What is the most important thing you are doing or what is most important for people to do (or not do)
Key Message 3: Where can people go to get credible information
(Know, Do, Go)
Key Message 1: What is most important for people to know
Key Message 2: What is the most important thing you are doing or what is most important for people to do (or not do)
Key Message 3: Where can people go to get credible information
Copyright, Dr. V Covello, Center for Change/Risk Communication
Psychological First AidPsychological First AidCritical Messages:
Provide people a sense of:
• Hope• Self- and community efficacy• Safety • Calm• Connectedness
“Five Essential Elements of Immediate and Mid-Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007
Authors: Steven Hobfoll et. al.
Critical Messages:
Provide people a sense of:
• Hope• Self- and community efficacy• Safety • Calm• Connectedness
“Five Essential Elements of Immediate and Mid-Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007
Authors: Steven Hobfoll et. al.
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Resource Materials
Risk Communication Resource Materials
• P. Ekman, “Telling Lies: Clues to Deception” (see also P. Ekman, “Emotions Revealed”)
• D. Morris, “Body Talk: A Dictionary of Human Gestures”
• M. Gladwell, “Blink”
• P. Ekman, “Telling Lies: Clues to Deception” (see also P. Ekman, “Emotions Revealed”)
• D. Morris, “Body Talk: A Dictionary of Human Gestures”
• M. Gladwell, “Blink”
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• Risk communication is consistent with the way people think about threats
• Risk communication helps us better prepare for high concern situations
• Risk communication is a science-based discipline
• Risk communication is consistent with the way people think about threats
• Risk communication helps us better prepare for high concern situations
Risk Communication:
Key Messages
Risk Communication:
Key Messages