1. Communication Skills for High Stress/High Risk Situations Master Class
Dr. Vincent T. Covello
Director, Center for Risk Communication
New York City
Tel

2. Communication Skills for High Stress/High Risk Communication: Master Class
Presentation Outline
Introduction/Overview
Tools and Skills
Resources
Strategies \
HERC v 3.1
HERC Workshop Topic 1: High Impact Communication Fundamentals
Jan 2004

3. High Concern/Risk Communication Literature
8000 Articles in Peer Reviewed Scientific Journals
2000 Books
Reviews of the Literature by Major Scientific Organizations
US, National Academy of Sciences: “Improving Risk Communication” (1989)
UK, Royal Society:
“Risk: Analysis, Perception and Management (1992)
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4. Research Literature Examples
Gladwell, M., “Blink”
Kahneman, D., “Thinking Fast and Slow”
Covello, V. and Hyer, R, “Effective Media Communication During Public Health Emergencies
============
Lehrerer, J., “How We Think”
Fisher, R., “Getting to Yes” (Ury, W., “Getting Past No”)
Ekman, P., “Emotions Revealed” (Also, “Telling Lies: Clues to Deception”)
Tufte, E., “Visual Explanations”
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5. High Stress/High Risk Communication Literature:
Dr. Randall A. Hyer and Dr. Vincent T. Covello
“Effective Media Communication During Public Health Emergencies:
A World Health Organization Handbook”
World Health Organization, United Nations: Geneva, April 2007
( or
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6. “Top Questions about Ebola: Simple Answers”
Dr. Vincent T Covello and Dr. Randall A. Hyer,
HERC v 3.1

7. FRONTAL LOBE
PARIETEL LOBE
OCCIPITAL
LOBE
TEMPORAL LOBE
CEREBELLUM

8. Parts of the Brain Involved in Fear Response
Amygdala
Hypothalamus
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9. Introduction/Overview Tools and Skills Resources Strategies
Topic Outline
Introduction/Overview
Tools and Skills
Resources
Strategies
HERC v 3.1
HERC Workshop Topic 1: High Impact Communication Fundamentals
Jan 2004

10. Communication Skills for High Stress/High Risk High Communication: Definition
A science-based approach for communicating effectively in:
• high stress situations
• high risk situations • low trust situations • high stakes situations • controversial situations
HERC v 3.1

11. High Stress/High Risk Communication Goals
Inform and Educate
Build or Repair Trust
Persuade and Convince
Copyright, Institute for High Concern Communication

12. High Impact Communication Skills: Application Areas
High Stress/High Risk Situations
Health, Safety, and Environmental Issues
Cost Overruns/Project Delays/Operational Disruptions
Controversial Approvals/Permissions/NIMBY /
Employee Issues (e.g., complaints, bias, prejudice, discrimination)
Crises, Emergencies, and Disasters
Disease Outbreaks, Accidents, Emergencies
Natural Hazards
Other Crises
(e.g., Shootings, Scandals, Sexual Abuse, Lawsuits, Protests)
Organizational Change
Mergers/Downsizing/Rapid Growth/Relocation/Reorganization
Layoffs/Funding Cuts/Reforms
Changes in Policies, Mission, Systems, or Strategic Objectives

13. Three Key Messages
High concern communication is a science-based discipline
High concern situations change the rules of communication
The key to high concern communication success is anticipation, preparation, and practice
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14. FRONTAL LOBE
PARIETEL LOBE
OCCIPITAL
LOBE
TEMPORAL LOBE
CEREBELLUM

15. Message Preparation: Handout
“Basic Risk Communication/Message Mapping Templates”
Copyright, Dr. V Covello, Center for Change/Risk Communication

16. Best Practices Risk Communication/High Concern Communication Templates
(see handout)
Rule of 3 Template
Primacy/Recency Template
27/9/3 Template
CCO Template
-- 1N=3P Template
-- AGL-4 Template
-- TBC Template

17. FRONTAL LOBE
PARIETEL LOBE
OCCIPITAL
LOBE
TEMPORAL LOBE
CEREBELLUM

18. HCC Literature: Example
“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
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19. Limits of the Brain Low Stress Rule of 7 High Stress Rule of 3 27/9/3
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20. Visuals

21. Parts of the Brain Involved in Fear Response
Amygdala
Hypothalamus
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22. Copyright, Dr. V Covello, Center for Change/Risk Communication

23. Open House/Forum/Information Exchange

24. Open House Meetings

25. THEORIES, TOOLS AND TEMPLATES

26. Best Practices Risk Communication Templates (see handout)
Rule of 3 Template
Primacy/Recency
27/9/3 Template
CCO Template
1N=3P Template
IDK Template
AGL-4 Template
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27. HIGH CONCERN COMMUNICATION THEORIES
Trust
Determination
Theory
Negative
Dominance
Theory
Mental
Noise
Theory
Risk
Perception
Theory

28. High Concern/Risk Comm. Theories*
Trust Determination
When people are stressed, they want to know that you care before they care what you know
Mental Noise
When people are stressed, they have difficulty processing information – hearing, understand, remembering
Negative Dominance
When people are stressed, they focus more on the negative than on the positive
Risk Perception
When people are stressed, the gap between perception and reality widens
* Holding constant other variables
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29. TRUST DETERMINATION THEORY

30. Trust Determination Theory
When people are stressed or upset, they typically:
want to know that you care before they care what you know
Trust Determination Theory
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31. People Want To Know That You Care Before They Care What You Know
Assessed
in first 9–30 seconds
Listening/ Caring/
Empathy/Compassion
50%
Competence/ Expertise 15–20%
All
Other Factors
15–20%
Honesty/ Openness 15–20% 31 31 31

32. Trust Determination Theory
When people are stressed or upset, they often distrust that others are:
listening, caring, empathy
honest, open, hard working
competent, expert
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33. Case Study: Walter Reed Hospital (2007)
Q: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed Hospital”
A: “I’m trying not to say I’m not accountable.”
Q: “How could you not have known?
A: “I don’t do barracks inspections at Walter Reed Hospital.”
Q: “Why did you do so little?”
A: “Walter Reed Hospital is not my only command.”
Source: March 6, 2007, Washington Post
MedCom Commander, Walter Reed Hospital General K. Kiley
Copyright, Institute for High Concern Communication

34. Best Practices Risk Communication Templates (see handout)
Rule of 3 Template
Primacy/Recency
27/9/3 Template
CCO Template
1N=3P Template
IDK Template
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35. Case Study: BP Oil Spill (2010)
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36. Case Study: BP Oil Spill (2010)
BP CEO Tony Hayward
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37. BP Oil Spill (2010): BP CEO Tony Hayward
“I’m sorry. We’re sorry for the massive disruption it has caused their lives. And there is no one who wants this over more than I do. I’d like my life back.” (May 30, 2010)

38. Mayor Giuliani, 9/11
“The number of casualties is more than any of us can bear ultimately.”

39. Mayor Giuliani, 9/11
“The number of casualties is more than any of us can bear ultimately.
And I believe we will become stronger.
Stronger economically, politically, and most importantly, emotionally.”

40. Mayor Giuliani, 9/11
“The number of casualties is more than any of us can bear ultimately.”

41. Trust Determination Theory
Assessed in first 30 seconds
Listening / Caring / Empathy
50%
Competency/
Expertise
Dedication/ Consistency / Commitment
15-20%
15-20%
Honesty/
Openness/
Transparency
15-20%
Copyright, Dr. V Covello,
Center for High Concern Communication

42. Credibility Ladders High Credibility Medium Credibility
MOST CREDIBLE
High Credibility
Medium Credibility
Low Credibility
LEAST CREDIBLE
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43. Credibility Ladder: Drug Safety/Drug Recalls (US, 2013)
Pharmacist
Professor (medical research)
Physician/Nurse/PhD
Health Official
Friend/Family member (with personal experience)
Middle manager (drug manufacturer)
Hired expert/consultant
Company executive (pharmaceutical)
MOST CREDIBLE
LEAST CREDIBLE
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44. Credibility Transference
A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.
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45. 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 of equal or higher credibility.
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46. Credibility Reversal .
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47. Case Study: Gulf War (1990-1991)
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48. Templates: Trust Determination
CCO Template
(C)ompassion
(C)onviction
(O)ptimism
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49. MENTAL NOISE THEORY
Mental
Noise
Theory

50. Mental Noise Theory When people are stressed or upset, they typically:
have difficulty, hearing, understanding, and remembering information
Mental Noise Theory
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51. Stress and mental noise can reduce
Mental Noise Theory
20%
100
Stress and mental noise can reduce
the ability to process
information by up to 80%
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52. Templates: Mental Noise
Rule of 3 Template
Primacy/Recency Template
27/9/3 Template
AGL-4
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53. 27 words 9 seconds 3 messages
Template: 27/9/3
27 words
9 seconds
3 messages
* Note: Words processed as phrases count as only one word
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54. Template: Primacy/Recency
“When people are stressed and upset, they typically focus most on that which is said first (primacy) and last (recency).”
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)
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55. Template: Average Grade Level (AGL) Minus 4
“When people are stressed and upset, they typically process information at four grade levels below their average grade level.”
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)
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56. Non-Verbal Communication
Provide up to 75 percent of message
Override verbal content
Are intensely and quickly noticed
Are interpreted negatively
Are specific to a culture
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57. Resource Materials: Non-Verbal Communication
P. Ekman, “Telling Lies: Clues to Deception”
P. Ekman, “Emotions Revealed”
D. Morris, “Body Talk: A Dictionary of Human Gestures”
Copyright, Institute for High Concern Communication

58. West Nile Message Map Haiti, 2001
Question: What can people do to protect themselves from …
Remove Standing Water
Wear Protective Clothing
Use Insect Repellent
Puddles
Long Sleeves
DEET
Text
Text
Text
Text
Text
Text
Text
Text
Text
Flower Pots/Bird Baths
Long Pants
23%
Text
Text
Text
Text
Text
Text
Text
Text
Text
Cup of Water
Dusk and Dawn
Medical Research
Text
Text
Text
Text
Text
Text
Text
Text
Text
Haiti, 2001
Copyright, Institute for High Concern Communication

59. Question: What can people do to protect themselves from …?
West Nile Virus Map:
Question: What can people do to protect themselves from …?
Key Message
“Remove Standing Water”
Key Message
“Wear Protective Clothing”
Key Message
“Use Insect Repellent”
1.1
Puddles
2.1
Long Sleeves
3.1
DEET
1.2
Flower Pots/Bird Baths
2.2
Long Pants
3.2
23%
1.3
Cup of Water
2.3
Dusk and Dawn
3.3
Medical Research
Copyright Dr. V. Covello, Center for Change/Risk Communication 59
HERC v 3.1Copyright, Dr. V Covello, Center for Change/Risk Communication
HERC Workshop Topic 1: Risk Communication Fundamentals
Jan 2004
1-59

60. Tool: Message Mapping Strategy – 7 Steps
Identify a high concern/risk related issue or scenario
Identify key stakeholders (audiences)
Identify stakeholder questions and concerns
Develop key messages
Develop supporting information
Conduct testing
Plan for delivery
“Most of the concerns and questions of upset or concerned people can be predicted in advance.”
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61. The APP Template: Basic High Concern/Risk Communication Strategy
Anticipate
Scenarios/Stakeholders/Concerns
Prepare
Messages/Messengers/Means
Practice
Drills/Exercises, Simulations/Rehearsals
Copyright, Dr. V Covello, Center for Change/Risk Communication

62. Stakeholder: Question or Concern
Message Map
Stakeholder: Question or Concern
Key Message 1
(9 words on average)
Key Message 2
(9 words on average)
Key Message 3
(9 words on average)
Supporting Message
Supporting Message
Supporting Message
Text
Text
Text
Text
Text
Text
Text
Text
Text
Supporting Message
Supporting Message
Supporting Message
Text
Text
Text
Text
Text
Text
Text
Text
Text
Supporting Message
Supporting Message
Supporting Message
Text
Text
Text
Text
Text
Text
Text
Text
Text
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63. 27 words 9 seconds 3 messages
Template: 27/9/3
27 words
9 seconds
3 messages
* Note: Words processed as phrases count as only one word
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64. NEGATIVE DOMINANCE THEORY

65. Negative Dominance Theory
When people are stressed or upset, they typically:
focus much more on negative information than on positive information
===
1n=3p
Negative Dominance Theory
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66. Templates: Negative Dominance
1N=3P Template
IDK Template
Copyright, Institute for High Concern Communication

67. Nobel Prize Winner in Economics Book: “Thinking Fast and Slow“
Loss Aversion Theory
Prof. D. Kahneman
Nobel Prize Winner in Economics
Book: “Thinking Fast and Slow“

68. Negative Dominance (Loss Aversion) Theory
Negative Information
Positive Information 1
Positive Information 3
Positive Information 2
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69. 1 N = 3P Template Three positives for one negative =================
Avoid the words: “No, Not, Never, Nothing, None”
Avoid Using Absolutes (In high stress situations: “Never say never, never say always, never use an absolute.”)
Getting past “NO” (Expand the pie; win/win/interest based bargaining))

70. Case Study: Walter Reed Hospital (2007)
Q: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed Hospital”
A: “I’m trying not to say I’m not accountable.”
Q: “How could you not have known?
A: “I don’t do barracks inspections at Walter Reed Hospital.”
Q: “Why did you do so little?”
A: “Walter Reed Hospital is not my only command.”
Source: March 6, 2007, Washington Post
MedCom Commander, Walter Reed Hospital General K. Kiley
Copyright, Institute for High Concern Communication

71. General K. Kiley, MedCom Commander, Walter Reed, Congressional Testimony
Q.: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed”
A.: “I’m trying not to say I’m not accountable.”
Q.: “How could you not have known?
A.: “I don’t do barracks inspections at Walter Reed.”
Q. “Why did you do so little?”
“Walter Reed is not my only command.”
Source: March 6, 2007, Washington Post

72. Template: 1 Negative = 3 Positives (1N = 3P)
Balance negatives with three positives
Avoid absolutes (“never say never”)
Negative bias (non-verbal communication)
Avoid repetitions high visual negatives
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73. Template: I Don’t Know (IDK)
Repeat the question (optional)
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 the question
Indicate follow up
Bridge to what you can say about the issue
Copyright, Dr. V Covello, Center for Change/Risk Communication

74. RISK PERCEPTION THEORY

75. Risk Perception Theory
When people are stressed or upset, they typically:
the gap between perception and reality becomes wider
look for information about trust, benefits, and control
Risk Perception Theory
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76. Risk Perception Theory: Fear/Outrage Factors (short list)
Lower Concern/Fear
Trustworthy sources
Large benefits
Under one’s control
Voluntary
Fair
Natural origin
Children not victims
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
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77. Templates: Risk Perception Theory
TBC Template
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78. Template: Trust, Benefits, Control (TBC)
Key Message 1: Trust Message
Key Message 2: Benefits/Fairness Message
Key Message 3: Control Message
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79. Risk Perception (Fear) Factors
Lower Concern/Fear
Trustworthy sources
Large benefits
Under one’s control
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
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80. Risk Perception (Fear) Factors
Trust
Listening/Caring
Competence/Expertise
Honesty/Transparency
Benefits/Fairness
Societal
Community
Personal
Control/Voluntariness
Choice
Voice
Knowledge
Actions/Things for people to do
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81. SPECIAL
TOPICS

82. Addressing Cultural Diversity
Culture:
Groups who share a common:
Identity
Set of beliefs, values, and behaviors
Definition of boundaries (e.g., what is right and wrong, proper or improper)
Definition of how life is to be conducted.
Discussion Points:
We are first individuals not a member of a cultural group. However, there are general patterns of behaviors in groups that most of us follow.
HERC v3.1

83. “Iceberg” Model SEE THIS BEHAVIORS SEE LITTLE OF THIS CORE BELIEFS
VALUES
CORE BELIEFS
HERC v3.1

84. Cultural Diversity Latino/Hispanic Risk Communication Model
High Religiosity
High Family Values
Strong Gender Roles
Low Level of Trust in Government
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85. Special Topics Cultural Diversity
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86. Cultural Diversity Latino/Hispanic Risk Communication Model
High Religiosity
High Family Values
Strong Gender Roles
Low Level of Trust in Government
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87. Afghanistan: Values Hospitality Saving Face Honor Religion
Respect for Elders

88. Afghanistan: Gestures
Avoid Using Left Hand
Do not pass things or touch food with left hand
Personal space (closer than In West)
Do not show the bottom of your feet
=====
Business cards (not widely practiced)
-- Take with right hand, treat with respect
-- Place in table in front of you

89. Special Topics Non-verbal Communication
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90. Non-Verbal Communication
Provide up to 75 percent of message
Override verbal content
Are intensely and quickly noticed
Are interpreted negatively
Are specific to a culture
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91. Resource Materials: Non-Verbal Communication
P. Ekman, “Telling Lies: Clues to Deception”
P. Ekman, “Emotions Revealed”
D. Morris, “Body Talk: A Dictionary of Human Gestures”
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92. CONCLUSION/
SUMMARY

93. Takeaways Three Takeaway Messages Three Takeaway Tools
Three Takeaway Inspirational Quotes
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94. Three Takeaway Messages
High concern communication is a science-based discipline
High concern situations change the rules of communication
The key to high concern communication success is anticipation, preparation, and practice
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95. Three Neuroscience-Based High Stress/High Risk Communication Tools
27/9/3 Template
(Rules of 3)
CCO Template
1N=3P Template
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