Risk and Crisis Communication Power Point SlidesCenter for Risk Communication Vincent T. Covello,...

Copyright, Dr. V Covello,Center for 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: [email protected]

web site: www.centerforriskcommunication.org

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: [email protected]

web site: www.centerforriskcommunication.org

Risk and Crisis Communication Power Point Slides

Risk and Crisis Communication Power Point Slides


“...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, Assistant US Surgeon General

““...the major public health challenges ...the major public health challenges since 9/11 were not just clinical, since 9/11 were not just clinical, epidemiological, technical, issues. epidemiological, technical, issues. The major challenges were The major challenges were communication. In fact, as we move communication. In fact, as we move into the 21st century, communication into the 21st century, communication may well become the central science may well become the central science of public health practice.of public health practice.”” (December, (December, 2001)2001)

--Edward Baker, MD, MPH, Assistant Edward Baker, MD, MPH, Assistant US Surgeon GeneralUS Surgeon General


Do we have people’s attention?

! Do have their trust?

! Do we have the needed skills, partners, and resources to create understanding?

Do we have people’s attention?

! Do have their trust?

! Do we have the needed skills, partners, and resources to create understanding?

Risk Communication Challenges Risk Communication Challenges


“A Science-based Approach for Communicating Effectively in:

! High-Concern, High Stress

! Emotionally Charged, or

! Controversial Situations”

“A ScienceScience--basedbased Approach for Communicating Effectively in:

! High-Concern, High Stress

! Emotionally Charged, or

! Controversial Situations”

Risk and Crisis CommunicationRisk and Crisis Communication


“The probability of loss of that which we value.”(Webster’s Dictionary)

“The probability of loss of that which we value.”(Webster’s Dictionary)

RiskRisk


“ ...in high concern…”“ ...in high concern…”

High ConcernHigh ConcernLow TrustLow Trust(essential)

High ConcernHigh ConcernHigh TrustHigh Trust(essential)

Low ConcernLow Trust

(recommended)

Low ConcernHigh Trust(optional)


Overarching Goal:

To Avoid Communication Regret

Overarching Goal:

To Avoid Communication Regret


• Knowledge and Understanding

• Trust and Credibility

• Constructive Dialogue

• Knowledge and Understanding

• Trust and Credibility


Risk Communication:

Specific Goals

Risk Communication:

Specific Goals


Spin:

“…making things appear to be that which they are not.”

Spin:

“…making things appear to be that which they are not.”


Key Word Message Map 1Message Map

Stakeholder:Question/Concern

Key Message/Fact 1.

Key Message/Fact 2.

Key Message/Fact 3.

Keywords:Supporting

Fact 1.1

Keywords:Supporting

Fact 1.3

Keywords:Supporting

Fact 1.2

Keywords:Supporting

Fact 2.1

Keywords:Supporting

Fact 2.2

Keywords:Supporting

Fact 2.3

Keywords:Supporting

Fact 3.1

Keywords:Supporting

Fact 3.2

Keywords:Supporting

Fact 3.3


• Mental noise theory

• Trust theory

• Negative dominance theory

• Risk perception theory


• Trust theory



Risk Communication Theory:Risk Communication Theory:


When people are stressed or upset, they have difficulty :

• hearing information

• understanding information

• remembering information

When people are stressed or upset, they have difficulty :

• hearing information

• understanding information

• remembering information

Mental Noise TheoryMental Noise Theory


Sound Bites (Brief, Concise, Clear)Sound Bites (Brief, Concise, Clear)

Mental Noise TheoryMental Noise Theory


When people are stressed or upset, they often distrust that others are:

• listening, caring, empathy

• honest, open, hard working

• competent, expert

When people are stressed or upset, they often distrust that others are:

• listening, caring, empathy

• honest, open, hard working

• competent, expert

Trust DeterminationTheoryTrust DeterminationTheory


Trust Determination Factors In High Concern Situations

Trust Determination Factors In High Concern Situations

Assessed in first 30 seconds

Assessed in first 30 secondsListening/Caring/

Empathy50%

Listening/Caring/Empathy

50%Competence/

Expertise 15-20%

Competence/Expertise 15-20%

Honesty/ Openness 15-20%

Honesty/ Openness 15-20%

Dedication/Commitment

15-20%

Dedication/Commitment

15-20%


• Compassion/Empathy

• Anger/Courage

• Hope/Optimism

• Compassion/Empathy

• Anger/Courage

• Hope/Optimism

Trust Theory

(Source: Churchill)

Trust Theory

(Source: Churchill)


• Belongingness ( pronouns such as “we, our, us”versus “I, me, my”)

• Listening/Mirroring

• Passion/Perseverance

• Belongingness ( pronouns such as “we, our, us”versus “I, me, my”)

• Listening/Mirroring

• Passion/Perseverance

Trust Theory

(Source: Churchill)

Trust Theory

(Source: Churchill)


• Support from credible third parties


• Support from credible third parties


Trust Theory

(Source: Churchill)

Trust Theory

(Source: Churchill)


When people are stressed or upset, they often focus more on the negative than the positive.

When people are stressed or upset, they often focus more on the negative than the positive.

Negative Dominance Theory Negative Dominance Theory


1 N = 3 P

(One negative equals three positives)

1 N = 3 P

(One negative equals three positives)



No, not, never, nothing, noneNo, not, never, nothing, none



Non-Verbal Communication:

-- Gestures

-- Physical arrangements

Non-Verbal Communication:

-- Gestures

-- Physical arrangements



! Perception = Reality

! There is virtually no correlation between expert rankings of threats and public rankings of threats.

! Factors that matter most include perceived trust, control, and benefits.

! Perception = Reality

! There is virtually no correlation between expert rankings of threats and public rankings of threats.

! Factors that matter most include perceived trust, control, and benefits.

Risk Perception (0utrage) TheoryRisk Perception (0utrage) Theory


PERCEPTIONS OF RISK(Outrage Factors)

Lower Perceived Risk Higher Perceived Risk1. Trustworthy sources Untrustworthy sources2. Substantial benefits Few benefits3. Voluntary Involuntary4. Controllable Not controllable5. Fair/equitable Unfair/inequitable6. Natural origin Human origin (man made)7. Familiar Unfamiliar/exotic8. Not dreaded Dreaded9. Certain Uncertain10. Children not as

victimsChildren as victims


PERCEPTION OF RISK (Outrage) (cont…)

Lower Perceived Risk Higher Perceived Risk11. Not memorable Memorable12. Moral/ethical Immoral/unethical13. Clear non-verbal

messageMixed non-verbalmessage

14. Responsive Unresponsive15. Random/scattered Catastrophic16. Little media attention Much media attention17. Victims statistical Victims identifiable18. Immediate effects Delayed effects19. Effect reversible Effect irreversible20. Scientifically well

understoodNon scientifically wellunderstood


Risk Perception (Outrage) FactorsRisk Perception (Outrage) Factors

Amplification WeightsFactor Weight

Trust………………………..….. 2000

Control……………………..….. 1000

Benefits …………….…….……. 1000

Amplification WeightsFactor Weight

Trust………………………..….. 2000

ControlControl…………………………………………....…….. 1000.. 1000

Benefits …………….…….……. 1000


Risk Perception (Outrage) FactorsRisk Perception (Outrage) Factors

Perceptions of Control

! Knowledge

! Trust

! Voluntary

! Voice/Input

! Participatory Actions

Perceptions of Control

! Knowledge

! Trust

! Voluntary

! Voice/Input

! Participatory Actions


! Knowledge and Understanding

! Trust and Credibility

! Constructive Dialogue

! Knowledge and Understanding

! Trust and Credibility

! Constructive Dialogue

Goals of Risk CommunicationGoals of Risk Communication


• “The number of casualties will be more than any of us can bear, ultimately.”

• “The number of casualties will be more than any of us can bear, ultimately.”

Giuliani Sound BitesGiuliani Sound Bites


• “American democracy is much stronger than vicious, cowardly terrorists. We are going to come out of this stronger than we werebefore: emotionally stronger; politically stronger; economically stronger.”

• “American democracy is much stronger than vicious, cowardly terrorists. We are going to come out of this stronger than we werebefore: emotionally stronger; politically stronger; economically stronger.”

Giuliani Sound BitesGiuliani Sound Bites


“If I had all day to cut a large tree, I would spend most of the day sharpening my axe.”(paraphrase)

“If I had all day to cut a large tree, I would spend most of the day sharpening my axe.”(paraphrase)

Abraham LincolnAbraham Lincoln


Lincoln’s Gettysburg AddressFour score and seven years ago our fathers brought forth, upon this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, and so dedicated, can long endure. We are met here on a great battlefield of that war. We have come to dedicate a portion of it as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But in a larger sense we can not dedicate -- we can not consecrate -- we can not hallow this ground. The brave men, living and dead, who struggled, here, have consecrated it far above our poor power to add or detract. The world will little note, nor long remember, what we say here, but can never forget what they did here. It is for us, the living, rather to be dedicated here to the unfinished work which they have, thus far, so nobly carried on. It is rather for us to be here dedicated to the great task remaining before us -- that from these honored dead we take increased devotion to that cause for which they here gave the last full measure of devotion -- that we here highly resolve that these dead shall not have died in vain; that this nation shall have a new birth of freedom; and that this government of the people, by the people, for the people, shall not perish from the earth.

Lincoln’s Gettysburg AddressFour score and seven years ago our fathers brought forth, upon this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, and so dedicated, can long endure. We are met here on a great battlefield of that war. We have come to dedicate a portion of it as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But in a larger sense we can not dedicate -- we can not consecrate -- we can not hallow this ground. The brave men, living and dead, who struggled, here, have consecrated it far above our poor power to add or detract. The world will little note, nor long remember, what we say here, but can never forget what they did here. It is for us, the living, rather to be dedicated here to the unfinished work which they have, thus far, so nobly carried on. It is rather for us to be here dedicated to the great task remaining before us -- that from these honored dead we take increased devotion to that cause for which they here gave the last full measure of devotion -- that we here highly resolve that these dead shall not have died in vain; that this nation shall have a new birth of freedom; and that this government of the people, by the people, for the people, shall not perish from the earth.


“It takes me an average of two weeks to prepare an impromptu speech.”(paraphrase)

“It takes me an average of two weeks to prepare an impromptu speech.”(paraphrase)

Mark TwainMark Twain


Key Word Message Map 1Message Map

Stakeholder:Question/Concern

Key Message/Fact 1.

Key Message/Fact 2.

Key Message/Fact 3.

Keywords:Supporting

Fact 1.1

Keywords:Supporting

Fact 1.3

Keywords:Supporting

Fact 1.2

Keywords:Supporting

Fact 2.1

Keywords:Supporting

Fact 2.2

Keywords:Supporting

Fact 2.3

Keywords:Supporting

Fact 3.1

Keywords:Supporting

Fact 3.2

Keywords:Supporting

Fact 3.3



• Trust theory




• Trust theory



Risk Communication Theory:Risk Communication Theory:


Sample Smallpox Questions(3 of 60)

Sample Smallpox Questions(3 of 60)

• How contagious is

smallpox?

• Is there enough vaccine?

• What are the signs and

symptoms of smallpox?

• How contagious is

smallpox?

• Is there enough vaccine?

• What are the signs and

symptoms of smallpox?


Question: How contagious is smallpox?

Question: How contagious is smallpox?

! Key Message 1: Spreads slowly

! Key Message 2: Time to contact

! Key Message 3: Vaccination

! Key Message 1: Spreads slowly

! Key Message 2: Time to contact

! Key Message 3: Vaccination

Risk and Crisis Communication Power Point SlidesCenter for Risk Communication Vincent T. Covello,...

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