1 Three Key Risk Communications Messages P=R (Perception = Reality) G=T+C(Goal=Trust+Credibility)C=S(Communication=Skill

2 P=R Information that is perceived as real will result in real consequences. Information that is perceived as real will result in real consequences. Effective environmental risk communication is grounded on knowledge and understanding of stakeholder perceptions. Effective environmental risk communication is grounded on knowledge and understanding of stakeholder perceptions. Perceptions form quickly, beliefs more slowly. Perceptions form quickly, beliefs more slowly.

3 G=T+C You will not be heard by stakeholders unless you are trusted and perceived as credible. You will not be heard by stakeholders unless you are trusted and perceived as credible. Your trust and credibility as an individual are often initially assessed in as little as thirty seconds. Your trust and credibility as an individual are often initially assessed in as little as thirty seconds. Establishing the long-term trust and credibility of your organization results from longer term processes. Establishing the long-term trust and credibility of your organization results from longer term processes.

4 C=S Effective communication is a skill. Effective communication is a skill. Knowledge of environmental risk communication, training, preparation, and practice are key to communicating well. Knowledge of environmental risk communication, training, preparation, and practice are key to communicating well.

5 What is Risk? The Experts Say… The Experts Say… Risk = Risk Assessment Risk = Risk Assessment The Public Says: The Public Says: Risk = Risk Assessment + Factors of Public Fears and Outrage Risk = Risk Assessment + Factors of Public Fears and Outrage

6 Comparative Risks of Death # deaths/yrLifetime Risks MVA’s46,0001/65 Home Accid.25,0001/130 Lung cancer80,0001/12

7 Risk Rankings Public Experts 1Nuclear Power20 2Motor Vehicles1 3Handguns4 4Smoking2 5Motorcycles6 6Alcoholic Beverages3 7Private Aviation12 8Police Work17 9Pesticides8 10Surgery5 11Fire Fighting18 12Large Construction13 13Hunting23 14Spray Cans26 15Mountain Climbing29

8 Public Fears and Outrage VoluntaryInvoluntary NaturalMan-Made FamiliarExotic Not Memorable Memorable CommonDread ChronicCatastrophic Controlled by Individual Controlled by Others FairUnfair Morally Irrelevant Morally Relevant DetectibleUndetectable Visible Benefits No Visible Benefits Trusted Source Untrusted Source

9 Public Perception of Risk Less Risky More Risky Benefits understood Benefits unclear No alternatives Alternatives available Risk shared Risk affects few VoluntaryInvoluntary Individual control Uncontrollable FamiliarUnfamiliar Low dread High dread Affects everybody Affects children Naturally occurring Human origin Little media attention High media attention Understood Not understood High trust Low trust

10 Trust and Credibility Factors Caring/EmpathyCompetence/ExpertiseHonesty/OpennessDedication/Commitment

11 Trust and Credibility Measures Caring/Empathy50% Competence/Expertise15-20% Honesty/Openness15-20% Dedication/Commitment15-20%

12 Assessed in First 30 Seconds

13 Trust and Credibility Top Third Middle Third Bottom Third

14 Trust and Credibility Top Third Physicians and other health or safety professionals. Professors (especially senior professors from respected local universities) Local citizens that are perceived to be neutral, respected, and well-informed about the issue.

15 Trust and Credibility Middle Third Media Environmental Groups

16 Trust and Credibility Bottom Third Industry Officials Federal Government Officials Consultants from for-profit firms

17 Communication = Skill

18 Non-Verbal Communication Provides 50-75% of message content Provides 50-75% of message content Is intensely noticed Is intensely noticed Is interpreted negatively Is interpreted negatively Overrides verbal communication Overrides verbal communication

19 Guidelines for Female Presenters Arrange for an introduction stressing credentials and qualifications. Arrange for an introduction stressing credentials and qualifications. Avoid reference to family and children in the introduction. Avoid reference to family and children in the introduction. Establish credentials and reputation during presentation by dropping information. Establish credentials and reputation during presentation by dropping information. Use three to ten times more facts, statistics, and figures. Use three to ten times more facts, statistics, and figures.

20 Guidelines for Female Presenters Use more technical language and jargon but always provide definitions appropriate to the audience. Use more technical language and jargon but always provide definitions appropriate to the audience. Limit the use of notes; avoid written speeches—use checklists/index cards. Limit the use of notes; avoid written speeches—use checklists/index cards. Show high-level of organization and logic (e.g., number your facts). Show high-level of organization and logic (e.g., number your facts).

21 Guidelines for Female Presenters Dress professionally; appear modestly feminine. Dress professionally; appear modestly feminine. Use less emotional inflection. Use less emotional inflection. Lower voice tone. Lower voice tone. Be assertive. Be assertive.

22 Handling Tough Questions Listen carefully – Understand the concern or issue. Listen carefully – Understand the concern or issue. Express empathy and concern. Express empathy and concern. State your conclusion. State your conclusion. State what you are doing (will do) to improve the situation. State what you are doing (will do) to improve the situation.

23 Model Responses for Difficult Questions Express empathy or concern Express empathy or concern Length:Males – 25% of answer Length:Males – 25% of answer Females – 10% of answer It is enhanced by a personal story

24 Model Responses for Difficult Questions Provide Facts. Provide Facts. Start with a conclusion. Start with a conclusion. Should be positive. Should be positive. Should be contained in words. Should be contained in words. Should be set off. Should be set off. Should address underlying concern. Should address underlying concern. Provide two facts. Provide two facts. One should involve a third-party endorsement One should involve a third-party endorsement One should involve a story. One should involve a story. Repeat the conclusion. (same as the first) Repeat the conclusion. (same as the first)

25 Model Responses for Difficult Questions Describe future action. Describe future action. It should describe your commitment to continuous improvement. It should describe your commitment to continuous improvement. It should tell how to get more information. It should tell how to get more information.

26 Seven Cardinal Rules Accept and involve the public as a legitimate partner Accept and involve the public as a legitimate partner Plan carefully and evaluate your efforts. Plan carefully and evaluate your efforts. Listen to your audience. Listen to your audience. Be honest, frank, and open. Be honest, frank, and open. Coordinate and collaborate with other credible sources. Coordinate and collaborate with other credible sources. Meet the needs of the media. Meet the needs of the media. Speak clearly and with compassion. Speak clearly and with compassion.