1. IAEA International Atomic Energy Agency EPR-Public Communications L-04 Risk Perception

2. IAEA Risk perception “Experience from nuclear and radiological emergencies highlights public communication as one of the most important challenges in emergency management. Sometimes, an event is not considered an emergency to experts or responders but is perceived very differently by the general public. Communicating effectively with the public about radiation emergencies is key to successful emergency management. It will help mitigate the risks, support the implementation of protective actions, and contribute to appeasing negative psychological impacts.” - Communication with the Public in a Nuclear or Radiological Emergency (EPR-Public Communications, 2012)

3. IAEA Risk Perception “What we had done to these people was just outrageous. We had frightened them so bad, they thought they were going to die.” U.S. Nuclear Regulatory Commission official describing government communication during the Three Mile Island event.

4. IAEA Public response Public risk response is a matter of perception which may seem: ‘right’ or ‘wrong’ ‘rational’ or ‘irrational’ Perception is real and may result in physical, psychological, economic, and other harms. Communication is a vital tool for mitigating these risks, regardless of the objective risk nature of such events.

5. IAEA Public response Public thinks differently about radiation risks than experts; Public perceives and responds to risky situations based on emotion in addition to facts. What matters most is how those facts feel; Emotion can play a bigger role in the way people perceive risks, than reason and rational thinking.

6. IAEA Risk perception characteristics Nuclear and radiological risks feel more frightening to the public; Even when scientific facts show a risk is low, psychological characteristics play a big role in how people perceive the situation; These characteristics must be acknowledged in order to effectively manage public behavior.

7. IAEA Key characteristics Media attention Understanding Familiarity Scientific certainty History / Stigma Onset of effects Reversibility Trust Availability of information Voluntariness Control Benefits Fairness of risk distribution Nature of risk Catastrophic potential Personification Personal participation Uncertainty Awareness Fear Influence on children and future generations

8. IAEA Trust Greater perception of riskLesser perception of risk Lack of trust in officials and institutions Trustworthy officials and institutions

9. IAEA Trust More trust = influence, less trust = fear In the communicator; In the organization that’s supposed to protect the public (the regulator); In the organization creating the risk (the radiological facility).

10. IAEA Trust Key Behaviors for Trust: Honesty, even when there is risk or mistakes have been made; Avoid secrets; Dialogue and respect for audience feelings must be sincere; Avoid telling people how they should feel. That’s up to them; Do not over-reassure. Beware the Fear of Fear.

11. IAEA What influences trust? Key elements in trust and credibility (http://www.centerforriskcommunication.com/).

12. IAEA Media attention Greater perception of riskLesser perception of risk A lot of media attentionLittle media attention

13. IAEA Understanding Greater perception of riskLesser perception of risk Scientific concepts are difficult to understand Easily understood concepts

14. IAEA Familiarity Greater perception of riskLesser perception of risk Unfamiliar hazardsFamiliar hazards

15. IAEA Scientific certainty Greater perception of riskLesser perception of risk Lack of scientific consensusScientific consensus

16. IAEA History/ stigma Greater perception of riskLesser perception of risk Accidents have already occurred No accidents

17. IAEA Onset of effects Greater perception of riskLesser perception of risk Little warning of onset of effects Anticipation of onset of effects

18. IAEA Reversibility Greater perception of riskLesser perception of risk Effects are not reversibleEffects are reversible

19. IAEA Availability of information Greater perception of riskLesser perception of risk Insufficient authoritative information Sufficient authoritative information

20. IAEA Voluntariness Greater perception of riskLesser perception of risk Compulsory participation in a situation Voluntary participation in a situation

21. IAEA Control Greater perception of riskLesser perception of risk Absent or limited personal influence on the outcome of a situation Full or partial personal control of a situation

22. IAEA Fairness of risk distribution Greater perception of riskLesser perception of risk Distribution of costs and benefits is unfair Distribution of costs and benefits is fair

23. IAEA Nature of risk Greater perception of riskLesser perception of risk Result of human activityResult of natural phenomenon

24. IAEA Catastrophic potential Greater perception of riskLesser perception of risk High number of people injured or killed Small number of victims

25. IAEA Personification Greater perception of riskLesser perception of risk Risks are represented by a specific victim or potential victim Risks are represented as an idea

26. IAEA Personal participation Greater perception of riskLesser perception of risk A situation directly affecting someone and/or their family A situation with no direct effect

27. IAEA Awareness Greater perception of riskLesser perception of risk Poorly understood situation and mechanisms Clear situation and mechanisms

28. IAEA Fear Greater perception of riskLesser perception of risk An outcome involving greater pain and suffering An outcome without greater pain and suffering

29. IAEA Children and future generations Greater perception of riskLesser perception of risk Consequences represent a danger to children and threat to future generations No special danger to children or threat to future generations

30. IAEA Key characteristics summary Media attention Understanding Familiarity Scientific certainty History / Stigma Onset of effects Reversibility Trust Availability of information Voluntariness Control Benefits Fairness of risk distribution Nature of risk Catastrophic potential Personification Personal participation Uncertainty Awareness Fear Influence on children and future generations

31. IAEA Summary The public and emergency managers think about risk differently; Non-expert risk perception is a matter of emotion more than rational factual thinking; These feelings are real and must be taken into account by emergency managers and PIOs.

32. IAEA Summary Understanding emotional risk perception factors in a nuclear or radiological emergency helps communicators to express empathy and respect; This will help build trust.

33. IAEA Summary Building trust gives emergency responders more influence on how the public behaves, which is a vital part of maximizing public health and safety in preparing for, responding to, and recovering from nuclear and radiological emergencies.