1. THE NEED FOR BETTER RISK COMMUNICATION

2. Risk Communication (Ropeik) Actions, words, and other interactions that incorporate an understanding of and respect for the affective perceptions of the information recipients, intended to help people make more informed decisions about threats to their health and safety.

7. The Emotional Brain, Joseph LeDoux, Simon&Schuster, 1996

13. TRUSTTRUST MORE AFRAID MORE AFRAID Business and IndustryBusiness and Industry PoliticiansPoliticians A process that’s closedA process that’s closed LESS AFRAID LESS AFRAID Consumer groupsConsumer groups Neutral expertsNeutral experts A process that’s openA process that’s open MORE AFRAID MORE AFRAID Business and IndustryBusiness and Industry PoliticiansPoliticians A process that’s closedA process that’s closed LESS AFRAID LESS AFRAID Consumer groupsConsumer groups Neutral expertsNeutral experts A process that’s openA process that’s open

14. TRUSTTRUST In the communicatorIn the communicator In the organization that’s supposedIn the organization that’s supposed to protect you In the organization creating the riskIn the organization creating the risk In the processIn the process In the communicatorIn the communicator In the organization that’s supposedIn the organization that’s supposed to protect you In the organization creating the riskIn the organization creating the risk In the processIn the process

15. TRUST TRUST HONESTY, HONESTY, HONESTY!!!HONESTY, HONESTY, HONESTY!!!  Keeping secrets is RISKY!  Dialog and respect for audience feelings must be sincere feelings must be sincere  Don’t try to manipulate  Don’t over-reassure HONESTY, HONESTY, HONESTY!!!HONESTY, HONESTY, HONESTY!!!  Keeping secrets is RISKY!  Dialog and respect for audience feelings must be sincere feelings must be sincere  Don’t try to manipulate  Don’t over-reassure

16. TRUST Share controlShare control Empower effected participants Empower effected participants Share controlShare control Empower effected participants Empower effected participants

17. TRUST Share controlShare control Empower effected participants CompetenceCompetence Actual performance. Proven ability. Share controlShare control Empower effected participants CompetenceCompetence Actual performance. Proven ability.

18. TRUST Share controlShare control Empower effected participants CompetenceCompetence Actual performance. Proven ability. On the line with everything you doOn the line with everything you do Share controlShare control Empower effected participants CompetenceCompetence Actual performance. Proven ability. On the line with everything you doOn the line with everything you do

19. RISK v. BENEFIT Nuclear radiation in a medical Nuclear radiation in a medicalsetting Nuclear materials in non-medicalNuclear materials in non-medicalsetting Prescription drugsPrescription drugs Nuclear radiation in a medical Nuclear radiation in a medicalsetting Nuclear materials in non-medicalNuclear materials in non-medicalsetting Prescription drugsPrescription drugs

20. CONTROLCONTROL (More Afraid) FlyingFlying Riding as a passenger in the front seat of a motor vehicleRiding as a passenger in the front seat of a motor vehicle A process in which you can NOT participateA process in which you can NOT participate (Less Afraid) Riding a bicycleRiding a bicycle Driving a motor vehicleDriving a motor vehicle A process in which you CAN participateA process in which you CAN participate (More Afraid) FlyingFlying Riding as a passenger in the front seat of a motor vehicleRiding as a passenger in the front seat of a motor vehicle A process in which you can NOT participateA process in which you can NOT participate (Less Afraid) Riding a bicycleRiding a bicycle Driving a motor vehicleDriving a motor vehicle A process in which you CAN participateA process in which you CAN participate

21. CHOICE (is the risk voluntary or imposed) (More Afraid) Food with a potentially harmful ingredient NOTFood with a potentially harmful ingredient NOT listed on the label listed on the label The government chooses you to clean up radioactive waste at the site of an accident.The government chooses you to clean up radioactive waste at the site of an accident. (Less Afraid) Food with a harmful ingredient that IS listed onFood with a harmful ingredient that IS listed on the label the label You volunteer to clean up radioactive waste at the site of an accident.You volunteer to clean up radioactive waste at the site of an accident. (More Afraid) Food with a potentially harmful ingredient NOTFood with a potentially harmful ingredient NOT listed on the label listed on the label The government chooses you to clean up radioactive waste at the site of an accident.The government chooses you to clean up radioactive waste at the site of an accident. (Less Afraid) Food with a harmful ingredient that IS listed onFood with a harmful ingredient that IS listed on the label the label You volunteer to clean up radioactive waste at the site of an accident.You volunteer to clean up radioactive waste at the site of an accident.

22. NATURAL V. HUMAN-MADE (More Afraid) Industrial chemicalsIndustrial chemicals Technologies (GM food, nuclear power)Technologies (GM food, nuclear power) (Less Afraid) Organic food and herbal remediesOrganic food and herbal remedies Solar radiationSolar radiation Severe weatherSevere weather (More Afraid) Industrial chemicalsIndustrial chemicals Technologies (GM food, nuclear power)Technologies (GM food, nuclear power) (Less Afraid) Organic food and herbal remediesOrganic food and herbal remedies Solar radiationSolar radiation Severe weatherSevere weather

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24. DREADDREAD (More Afraid) Anything associated with cancer (radiation,Anything associated with cancer (radiation,pesticides) Plane CrashPlane Crash (Less Afraid) Heart disease (# 1 cause of death in developed world)Heart disease (# 1 cause of death in developed world) FluFlu Food poisoningFood poisoning (More Afraid) Anything associated with cancer (radiation,Anything associated with cancer (radiation,pesticides) Plane CrashPlane Crash (Less Afraid) Heart disease (# 1 cause of death in developed world)Heart disease (# 1 cause of death in developed world) FluFlu Food poisoningFood poisoning

25. CATASTROPHIC or CHRONIC (More Afraid) TerrorismTerrorism Plane crashesPlane crashes Nuclear “disaster” (e.g. Chernobyl)Nuclear “disaster” (e.g. Chernobyl) (Less Afraid) Heart diseaseHeart disease Motor vehicle crashesMotor vehicle crashes Air pollution from fossil fuelsAir pollution from fossil fuels (More Afraid) TerrorismTerrorism Plane crashesPlane crashes Nuclear “disaster” (e.g. Chernobyl)Nuclear “disaster” (e.g. Chernobyl) (Less Afraid) Heart diseaseHeart disease Motor vehicle crashesMotor vehicle crashes Air pollution from fossil fuelsAir pollution from fossil fuels

26. UNCERTAINTYUNCERTAINTY (More Afraid) New technologiesNew technologies TerrorismTerrorism Radiation, chemicals, complex technologiesRadiation, chemicals, complex technologies Conflicting scientific studiesConflicting scientific studies (Less Afraid) Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implantsArtificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants (More Afraid) New technologiesNew technologies TerrorismTerrorism Radiation, chemicals, complex technologiesRadiation, chemicals, complex technologies Conflicting scientific studiesConflicting scientific studies (Less Afraid) Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implantsArtificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants

27. NEW or FAMILIAR (More Afraid) Nuclear power plants in new areasNuclear power plants in new areas Terrorist attacks in AmericaTerrorist attacks in America Avian influenza (H5N1)Avian influenza (H5N1) (Less Afraid) Nuclear power plants where they already existNuclear power plants where they already exist Terrorist attacks in IsraelTerrorist attacks in Israel “Regular” Influenza“Regular” Influenza (More Afraid) Nuclear power plants in new areasNuclear power plants in new areas Terrorist attacks in AmericaTerrorist attacks in America Avian influenza (H5N1)Avian influenza (H5N1) (Less Afraid) Nuclear power plants where they already existNuclear power plants where they already exist Terrorist attacks in IsraelTerrorist attacks in Israel “Regular” Influenza“Regular” Influenza

28. ME or THEM Terrorism to Americans in “The HoMEland” after September 11, 2001Terrorism to Americans in “The HoMEland” after September 11, 2001 Radiation from power lines when such a line is installed near your homeRadiation from power lines when such a line is installed near your home Do you have the food being recalled?Do you have the food being recalled? Terrorism to Americans in “The HoMEland” after September 11, 2001Terrorism to Americans in “The HoMEland” after September 11, 2001 Radiation from power lines when such a line is installed near your homeRadiation from power lines when such a line is installed near your home Do you have the food being recalled?Do you have the food being recalled?

29. CHILDRENCHILDREN Plastics in children’s toysPlastics in children’s toys AbductionAbduction Nuclear plants near schoolsNuclear plants near schools Plastics in children’s toysPlastics in children’s toys AbductionAbduction Nuclear plants near schoolsNuclear plants near schools

30. FAIRNESS ( Equity, Morality ) (More Afraid) Risks to the sick, the elderly, the handicapped, the poorRisks to the sick, the elderly, the handicapped, the poor If you get none of the benefits, and all the riskIf you get none of the benefits, and all the risk (Less Afraid) Risks to workers, the rich, the powerfulRisks to workers, the rich, the powerful If you enjoy some of the benefits along with the riskIf you enjoy some of the benefits along with the risk (More Afraid) Risks to the sick, the elderly, the handicapped, the poorRisks to the sick, the elderly, the handicapped, the poor If you get none of the benefits, and all the riskIf you get none of the benefits, and all the risk (Less Afraid) Risks to workers, the rich, the powerfulRisks to workers, the rich, the powerful If you enjoy some of the benefits along with the riskIf you enjoy some of the benefits along with the risk

31. PERSONIFICATIONPERSONIFICATION Fear of war rises after we see pictures of the dead and injuredFear of war rises after we see pictures of the dead and injured Concern about medical errors increases when we learn of a victim of a doctor’s mistakeConcern about medical errors increases when we learn of a victim of a doctor’s mistake Fear of child abduction rises when there is a specific case in the newsFear of child abduction rises when there is a specific case in the news Fear of war rises after we see pictures of the dead and injuredFear of war rises after we see pictures of the dead and injured Concern about medical errors increases when we learn of a victim of a doctor’s mistakeConcern about medical errors increases when we learn of a victim of a doctor’s mistake Fear of child abduction rises when there is a specific case in the newsFear of child abduction rises when there is a specific case in the news

32. Michelle Gardner Quinn 1985 - 2006

33. AWARENESSAWARENESS (More Afraid) TerrorismTerrorism Avian fluAvian flu Nuclear powerNuclear power (Less Afraid) Heart diseaseHeart disease InfluenzaInfluenza Fossil fuel pollutionFossil fuel pollution (More Afraid) TerrorismTerrorism Avian fluAvian flu Nuclear powerNuclear power (Less Afraid) Heart diseaseHeart disease InfluenzaInfluenza Fossil fuel pollutionFossil fuel pollution

35. Risk Communication Actions, words, and other interactions that incorporate and respect the perceptions of the information recipients, intended to help people make more informed decisions about threats to their health and safety.

36. The Need for More Effective Risk Communication 1. The Perception Gap can lead to real harms. 2. The risks that arise from people’s perceptions MUST be considered in policy making. 3. Risk communication is a risk management tool for improving public health and safety. 1. The Perception Gap can lead to real harms. 2. The risks that arise from people’s perceptions MUST be considered in policy making. 3. Risk communication is a risk management tool for improving public health and safety.

37. Risk Communication should be the responsibility of senior managers It is not just public relations. It is also a matter of policy. It is not just public relations. It is also a matter of policy. It is not merely what you say, but also what you DO. It is not just public relations. It is also a matter of policy. It is not just public relations. It is also a matter of policy. It is not merely what you say, but also what you DO.

38. The Goal of Risk Communication To increase trust, which means that your information will have more influence on your audience.

39. DAVID ROPEIK CONSULTANT IN RISK PERCEPTION AND RISK COMMUNICATION DPR@DROPEIK.COM WWW.DROPEIK.COM 978 369-5675DPR@DROPEIK.COM WWW.DROPEIK.COM