Background and Some General Considerations

The Basic Dilemma in Risk Communication The risks that kill people and the risks that alarm them are completely different Covello & Sandman, 2001

Definition of Risk Probability that damage will occur as a result of exposure to a chemical, physical or biological agent.

Framework for risk analysis Taken from: Risk communication Risk assessment Identification of the hazard Description of the hazard Evaluation of the exposure Description of the risk Risk management Risk assessment Assessment options Options for implementation Monitoring and revision

CONTEXT/ PROBLEM RISK OPTIONS DECISIONS ACTIONS ASSESSMENT DECISION MAKERS Source: Tinker, T Six steps for risk management

Risk management and public policy Decision-making process Precautionary Principle Identify Problem/ hazard Assessment Empirical context Public context Develop- ment of policy options Decisions Implemen- tation Evaluation and revision Communication/Consultation Adapted from ADM report, work group on risk management, March 2000 Legal considerations: operational activities

Risk assessment Risk communicators Risk assessment HAZARD+OUTRAGE Expert risk assessment HAZARD Public risk assessment (sometimes)) OUTRAGE Taken from:

Definition of Risk Communication “Risk communication is an interactive process of exchange of information and opinions among individuals, groups, and institutions. It is a dialogue in which multiple messages are discussed.” National Research Council, 1989

“These messages do not refer only to the nature of the risk, but also to the concerns, opinions or reactions of individuals to risk messages and to legal and institutional arrangements for risk management.” National Research Council, 1989 Definition of Risk Communication (Continued)

Effective Health Risk Communication  Determines the community’s concerns and responds to them  Reduces the tension between the community and personnel of the agency/institution  Explains the health risk information more effectively to the communities

Why is Health Risk Communication Important?  It gives the opportunity to communicate health risks in a planned way, while at the same time being sensitive to the needs of the community  It incorporates the community into the process of risk management  It helps to build trust and alleviates fear and outrage

Risk = Hazard + Outrage Covello & Sandman, 2001

Evolution of Health Risk Communication Stage 1: Ignore the public Stage 2: Explain risk information better Stage 3: Dialogue with the community Stage 4: Include the public as a cooperating partner Covello & Sandman, 2001

Evolution of Health Risk Communication (Continued) Stage 1: Ignore the public

Evolution of Health Risk Communication (Continued) Stage 2: Explain the risk information better

We just have to improve the way we explain the risk  1 cent in $1 is 1 per cent  1 cent in $10,000 is 1 millionth  1 cent in $10,000,000 is 1 billionth  1 second in 32 years is 1 billionth

Evolution of Health Risk Communication (Continued) Stage 3: Dialogue with the community

Evolution of Health Risk Communication (Continued) Stage 4: Include the public as a cooperting partner

Elements intervening in a Risk Communication Plan  Source  Message  Media  Audience

Situations that call for Risk Communication  Crisis  Care  Consensus

Components of Risk Communication  Trust  Perception  Fear factors

Myths that prevent Risk Communication  We don’t have enough time or resources  We will probably alarm the people  If only we could explain the risks clearly  We shouldn’t inform them until we have solutions  This is very difficult for them to understand  Technical decisions are for technicians to make  It’s not my job  If you give them an inch, they’ll take a mile  It’s the activists’ fault

The “DO”s of Risk Communication Evaluate and improve your communication habits Evaluate and improve your communication habits Share the communication responsibility Share the communication responsibility Be attentive and concentrate Be attentive and concentrate Grasp the significance of what people are telling you Grasp the significance of what people are telling you Observe all the non-verbal signals Observe all the non-verbal signals Adopt an accepting attitude Adopt an accepting attitude Express understanding and comprehension Express understanding and comprehension Listen to yourself Listen to yourself

The “DONT”s of Risk Communication Don’t confuse listening with remaining silent Don’t confuse listening with remaining silent Don’t pretend to be listening Don’t pretend to be listening Don’t interrupt unnecessarily Don’t interrupt unnecessarily Don’t make rapid judgments Don’t make rapid judgments Don’t turn the discussion into a matter of vanity Don’t turn the discussion into a matter of vanity Don’t ask too much Don’t ask too much Don’t say I know exactly how you feel Don’t say I know exactly how you feel Don’t over-react to emotional phrases Don’t over-react to emotional phrases Don’t give advice unless you are asked for it Don’t give advice unless you are asked for it Don’t hide behind the role of listener Don’t hide behind the role of listener

It is now recognized by authorities at all levels that deliberate, interactive citizen participation is more effective for risk management

The seven cardinal rules of Risk Communication 1) Accept the public as cooperating partner 2) Listen to the public 3) Be honest and flexible when listening to the opinions of others 4) Coordinate and cooperate with other agencies/ groups that have credibility 5) Meet the needs of the media 6) Speak clearly and with empathy 7) Plan carefully and assess the activities