COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

What you want to achieve in a community Your vehicle for communicating the objectives Objectives: Key message:

Objectives The objectives are what we want to do -- not how we want to do it. They should be: Clear Measurable Complete Achievable

They are important because Clear, measurable, achievable objectives help you to focus on the knowledge, attitudes, and behavior that you want to change in the community

Key for composing the messages What does the community want to know? What does the community need to know? What do you want the community to know? Can the information be misunderstood? Don’t have more than three key messages Try out your messages with reliable members of your public

Keys for composing the messages (Continued) Examine the concerns of your public The messages must be consistent with the actions Answer the questions: who?, what?, how?, when? and where? (don’t say everything is fine if you are wearing safety equipment)

Characteristics of messages that are easy to understand Written in clear, simple language Presented in an easy-to-understand format Visually attractive Logically organized Understood at first reading

Write material that is easy to understand Identify your audience and determine what you need to say Select a suitable format, for example, a question-and- answer format Satisfy the needs of your public by organizing your ideas Speak to the reader directly Check the tone of the document

Use short sentences Use singular pronouns Use the present tense Use the active voice (Cont.) Write material that is easy to understand (Cont.)

Keys Be clear, and avoid: A lot of abbreviations Using the same word with different meanings Technicisms Complex constructions

Prepare visually attractive documents Leave enough blank space Use lists, charts, columns, and boxes Use bullets or numbering

Inconsistent messages The scientific community is divided as to whether this product is hazardous or not

1.The nature of the risk 2.The benefits of reducing the risk 3.The alternatives available 4.Uncertainty of the risks and the benefits 5.Aspects of risk management To be complete, the information should include:

 Deficient scientific knowledge and data; inaccurate models and methods for risk estimation  Complex technical analyses that are incomprehensible for the general public Problems arising from the message

 Real or perceived defense of the source  Background of deceit, misinterpretation, or coercion on the part of the source  Previous statements by the source which do not support the present message The accuracy of a message is affected by:

 Contradictory messages from other reliable sources  Real or perceived incompetence of the source  The scheme of the message itself The accuracy of a message is affected by (Continued)

JOKES ARE YOUR SOCKS KILLING YOU? TUNE IN AT AND WE WILL TELL YOU IS THERE A THREAT LURKING IN YOUR SOCKS DRAWER ? YOU WILL GET YOUR ANSWER AT 11:00 ARE YOUR SOCKS KILLING YOUR KIDS? FIND OUT AT 11:00 ARE WE DYING FROM A MYSTERIOUS DISEASE CAUSED BY OUR SOCKS? TUNE IN AT 11:00 SOCKS, ARE THEY YOUR ENEMIES?

When composing risk messages, we may choose one that is so extensive and complex that it can be understood only by experts. On the other hand, we may write a message that is easily understood by non-experts, but is inaccurate and able to be manipulated.

 Emphasize information about practical actions that individuals should take  Be written in clear, simple language  Respect the audience and their concerns  Inform the public involved A message should:

Information learnedHow to tailor the message Your public know nothing about the problem Use medium-strong colors and impose visual or graphic elements on the topic You have an apathetic public (or they feel that they are victims) Conduct the risk assessment and management process with interaction of your public. Show them how past interactions have had a positive effect. Give them options Your public are well informed Take previous information as the basis for constructing your message Hostile publicRecognize their concerns and feelings about the problem. Identify things in common. Conduct the risk assessment and management process with interaction of your public Public with high educational level Use more structured and sophisticated language Public with low educational level Use simple (less structured) language

Information learnedHow to tailor the message Whom does your public trust?Use that person to present risk information Where does your public feel comfortable? Have meetings in that place to transmit your message Where does your public obtain most of the information? Use that medium for transmitting your message Who make up your public?Make sure that the message reaches them all How does your public want to participate? If possible, involve your public in the way they want to participate Erroneous concepts of the risk process Recognize that there are erroneous concepts. Give information based on objective data to fill any information gaps and correct bad impressions

 Poor perception of the risk levels  Lack of interest in risk problems and in technical complexities  Over-estimation of their own ability to avoid harm  Change-resistant beliefs and opinions  Exaggerated expectations regarding effectiveness of the regulatory actions Problems that may arise from the receiver

Problems that may arise from the receiver (Continued)  Demands for scientific certainty  Reluctance to make balances between risks, costs, and benefits  Real difficulty to understand information based on probabilities  Fear of the unknown or of what one does not understand

 Lack of trustworthiness or credibility  Disagreement among the experts  Insufficient authority and resources to indicate a risk  Lack of data about the specific fears and concerns of the individuals and communities Problems that can arise from the source

 Poor understanding of the interests, concerns, fears, values, priorities, and preferences of individuals and the public in general  Use of legal, bureaucratic, or technical language Problems that can arise from the source (Continued)

Some problems in risk communication are due to misinterpretations and reactions of the intermediaries and of the receivers to the risk messages