Risk Communication and Working with the Media in a Pandemic Presentation to: Governor’s Pandemic Influenza Summit Sept. 3, 2009

What is risk communication? Explaining risk to non-experts. Give information: –To provide context for reaction. –About actions to minimize risk or harm.

All Risks Are Not Accepted Equally True on a daily basis, but more true in a crisis involving new or unfamiliar risks. Factors in how well people accept risk: –Voluntary vs. Involuntary –Personally controlled vs. Controlled by others –Familiar vs. Exotic –Natural vs. Manmade –Fairly Distributed vs. Unfairly distributed –Statistical vs. Anecdotal –Adults vs. Children

Fight or Flight People react to risks and threats along a spectrum. Two ends are: –Fight: Refuse to believe risk is real (“not that bad”) or to take actions or advice. –Flight: Overreaction that can cause more harm (hoarding medicines, keeping well children home from school, etc.).

How do we communicate? We attempt to give information in a way that addresses the entire spectrum of responses. Acknowledge the public’s concern –They are right to be concerned. –Explain context. Try to keep it simple. –Be honest and transparent. –Give actions people can take, and give a range whenever possible. Provide information on benefit of actions.

The media is our partner. They are the best and easiest way to reach large numbers of people with messages and information. They can tell us what people are worried about and how well our messages are connecting. They have the trust and credibility of the audience they serve.