1. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk and Crisis Communication: Core Slides Dr. Vincent T. Covello Director Center for Risk Communication New York, New York Tel. 917-270-5280 Email: vincentcovello@ix.netcom.com vcovello@centerforriskcommunication.org Risk and Crisis Communication: Core Slides Dr. Vincent T. Covello Director Center for Risk Communication New York, New York Tel. 917-270-5280 Email: vincentcovello@ix.netcom.com vcovello@centerforriskcommunication.org

2. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication: Short Definition Risk: “a threat to that which we value.” Risk Communication: “the exchange of information about risks.” Risk: “a threat to that which we value.” Risk Communication: “the exchange of information about risks.”

3. Copyright, Dr. V Covello, Center for Change/Risk Communication 8000 Articles in Peer Reviewed Scientific Journals 2000 Books 8000 Articles in Peer Reviewed Scientific Journals 2000 Books Research Based Resources

4. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Goals enhance knowledge and understanding build trust and credibility encourage appropriate behaviors and levels of concern enhance knowledge and understanding build trust and credibility encourage appropriate behaviors and levels of concern

5. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk and Crisis Communication: Core Templates CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template AGL-4 Template IDK Template CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template AGL-4 Template IDK Template

6. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication: Resource Materials “Effective Media Communication During Public Health Emergencies: A World Health Organization Handbook,” Authors: Dr. R. Hyer and Dr. V. Covello World Health Organization, United Nations Headquarters, Geneva (2007)) (Google: “Effective Media Communication”) “Effective Media Communication During Public Health Emergencies: A World Health Organization Handbook,” Authors: Dr. R. Hyer and Dr. V. Covello World Health Organization, United Nations Headquarters, Geneva (2007)) (Google: “Effective Media Communication”)

7. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication: Core Concepts When people are stressed or concerned, they: …want to know that you care before they care what you know. …have difficulty hearing, understanding, and remembering information. …focus most on what they hear first and last. When people are stressed or concerned, they: …want to know that you care before they care what you know. …have difficulty hearing, understanding, and remembering information. …focus most on what they hear first and last.

8. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates CCO (Compassion, Conviction, Optimism) Rule of 3 (27/9/3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings) CCO (Compassion, Conviction, Optimism) Rule of 3 (27/9/3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings)

9. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates CCO (Compassion, Conviction, Optimism) 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings) CCO (Compassion, Conviction, Optimism) 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings)

10. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates CCO (Compassion, Conviction, Optimism) CCO (Compassion, Conviction, Optimism)

11. Copyright, Dr. V Covello, Center for Change/Risk Communication Assessed in first 9-30 seconds Assessed in first 9-30 seconds Listening/ Caring/ Empathy/Compassion 50% Competence/ Expertise 15-20% Honesty/ Openness 15-20% All Other Factors 15-20% Trust Determination: High Stress Situations Trust Determination: High Stress Situations

12. Copyright, Dr. V Covello, Center for Change/Risk Communication Trust Factors: Low Stress Situations Competence / Expertise: 80-85% All Others 15-20%

13. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates CCO (Compassion, Conviction, Optimism) 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings) CCO (Compassion, Conviction, Optimism) 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings)

14. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages) 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages)

15. Copyright, Dr. V Covello, Center for Change/Risk Communication Contact: CenterforRiskCommunication.org Mental Noise (Attention Span) 0 100 Mental noise can reduce the ability to process communication up to 80% 20%

16. Copyright, Dr. V Covello, Center for Change/Risk Communication “The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information” George A. Miller (Department of Psychology, Princeton University) The Psychological Review, 1956, vol. 63, pp. 81-97 “The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information” George A. Miller (Department of Psychology, Princeton University) The Psychological Review, 1956, vol. 63, pp. 81-97 Risk Communication: Attention Span Research

17. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication: Attention Span Research “The Magic Number Three, Plus or Minus Two: Some Limits on Our Capacity for Receiving, Processing, and Remembering Information in High Stress Situations” “The Magic Number Three, Plus or Minus Two: Some Limits on Our Capacity for Receiving, Processing, and Remembering Information in High Stress Situations”

18. Copyright, Dr. V Covello, Center for Change/Risk Communication Message Map Stakeholder Question or Concern : Key Message 1 9 words on average Key Message 2 9 words on average Key Message 3 9 words on average Support- ing Info. 1.1 Support- ing Info. 1.3 Support- ing Info.. 1.2 Support- ing Info. 2.1 Support- ing Info. 2.2 Support- ing Info. 2.3 Support- ing Info. 3.1 Support- ing Info. 3.2 : Support- ing Info. 3.3

19. Copyright, Dr. V Covello, Center for Change/Risk Communication Key Word Message Map West Nile Virus Map Key Message “Remove Standing Water” Key Message “Wear Protective Clothing” Key Message “Use Insect Repellent” 1.1 1.3 1.2 2.1 2.2 2.3 3.1 3.2 : 3.3 Unattended swimming pools Long Sleeves Cup of Water Flower Pots/Bird Baths Long Pants Dusk and Dawn DEET 23% Medical Research

20. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates CCO (Compassion, Conviction, Optimism) 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings) CCO (Compassion, Conviction, Optimism) 27/9/3 (Rule of 3) (27 words, 9 seconds, 3 Messages) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings)

21. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates Primacy/Recency (First Impressions; First and Last; Beginnings and Endings) Primacy/Recency (First Impressions; First and Last; Beginnings and Endings)

22. Copyright, Dr. V Covello, Center for Change/Risk Communication Primacy/Recency Template Low Stress Situations: Brain processes information based on linear order (e.g., 1, 2, 3) High Stress Situations: Brain processes information based on primacy/recency (e.g., 1, 3, 2) Low Stress Situations: Brain processes information based on linear order (e.g., 1, 2, 3) High Stress Situations: Brain processes information based on primacy/recency (e.g., 1, 3, 2)

23. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates CCO 27/9/3 (Rule of 3) Primacy/Recency ============= 1N=3P (1 Negative equals a minimum of 3 Positives) CCO 27/9/3 (Rule of 3) Primacy/Recency ============= 1N=3P (1 Negative equals a minimum of 3 Positives)

24. Copyright, Dr. V Covello, Center for Change/Risk Communication 1N=3P Template ==== 1N (Negative) Equals 3 P (Positives) Template “When people are stressed and upset, they typically focus more on the negative than on the positive.” (Negative Dominance Principle) 1N=3P Template ==== 1N (Negative) Equals 3 P (Positives) Template “When people are stressed and upset, they typically focus more on the negative than on the positive.” (Negative Dominance Principle)

25. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Templates CCO 27/9/3 (Rule of 3) Primacy/Recency) 1N=3P ===== APP (Anticipation, Preparation, Practice) CCO 27/9/3 (Rule of 3) Primacy/Recency) 1N=3P ===== APP (Anticipation, Preparation, Practice)

26. Copyright, Dr. V Covello, Center for Change/Risk Communication Seven Step Risk Communication APP Strategy 1.Identify a risk communication issue or scenario 2.Identify key stakeholders/target audiences 3.Identify potential questions or concerns 4.Develop key messages using message mapping and risk communication template tools 5.Develop supporting information for key messages 6.Test and practice messages 7.Deliver messages through appropriate communication channels 1.Identify a risk communication issue or scenario 2.Identify key stakeholders/target audiences 3.Identify potential questions or concerns 4.Develop key messages using message mapping and risk communication template tools 5.Develop supporting information for key messages 6.Test and practice messages 7.Deliver messages through appropriate communication channels

27. Copyright, Dr. V Covello, Center for Change/Risk Communication Stakeholder Predictability “50 Most Frequently Asked Questions by Terminally Ill Patients” Stakeholder Predictability “50 Most Frequently Asked Questions by Terminally Ill Patients”

28. Copyright, Dr. V Covello, Center for Change/Risk Communication Stakeholder Predictability “77 Most Frequently Asked Questions by Journalists in a Disaster” (Handout) “65 Most Frequently Asked Questions about Bird Flu and Pandemic Influenza” (google: “pandemicflu.gov, message maps”) 200 Most Frequently Asked Questions about Water Contamination (go to: www.epa.gov/nhsrc) Stakeholder Predictability “77 Most Frequently Asked Questions by Journalists in a Disaster” (Handout) “65 Most Frequently Asked Questions about Bird Flu and Pandemic Influenza” (google: “pandemicflu.gov, message maps”) 200 Most Frequently Asked Questions about Water Contamination (go to: www.epa.gov/nhsrc)

29. Copyright, Dr. V Covello, Center for Change/Risk Communication Challenge Questions False Allegation/False Negative Questions Guarantee Questions What If (e.g., Worst Case Scenario) Questions ============ Blame/Accountability Questions Yes/No Questions False Allegation/False Negative Questions Guarantee Questions What If (e.g., Worst Case Scenario) Questions ============ Blame/Accountability Questions Yes/No Questions

30. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk and Crisis Communication: Core Templates CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template ============= AGL-4 Template CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template ============= AGL-4 Template

31. Copyright, Dr. V Covello, Center for Change/Risk Communication AGL-4 Template ======= AGL (Average Grade Level) Minus 4 (Four Grade Levels) Template “When people are stressed and upset, they typically process information at four grade levels below their average grade level.” AGL-4 Template ======= AGL (Average Grade Level) Minus 4 (Four Grade Levels) Template “When people are stressed and upset, they typically process information at four grade levels below their average grade level.”

32. Copyright, Dr. V Covello, Center for Change/Risk Communication AGL-4 Shift Low Stress Situations: Brain processes information at AGL (average grade level) High Stress Situations: Brain processes information at AGL-4 (average grade level minus 4 grade levels) Low Stress Situations: Brain processes information at AGL (average grade level) High Stress Situations: Brain processes information at AGL-4 (average grade level minus 4 grade levels)

33. Copyright, Dr. V Covello, Center for Change/Risk Communication Commonly used acronyms in environmental clean-up: LUSTRAGS BRARC LULUCLEAN FONSI REC NOELRPM CCRIRA Commonly used acronyms in environmental clean-up: LUSTRAGS BRARC LULUCLEAN FONSI REC NOELRPM CCRIRA

34. Copyright, Dr. V Covello, Center for Change/Risk Communication Examples… TRANSLATION ??? “ This change will allow us to better leverage our talent base in an area where developmental roles are under way and strategically focuses us toward the upcoming system transition where systems literacy and accuracy will be essential to maintain and to further improve service levels to our customer base going forward." TRANSLATION ??? “ This change will allow us to better leverage our talent base in an area where developmental roles are under way and strategically focuses us toward the upcoming system transition where systems literacy and accuracy will be essential to maintain and to further improve service levels to our customer base going forward."

35. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication: Core Templates CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template AGL-4 Template ============== IDK Template CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template AGL-4 Template ============== IDK Template

36. Copyright, Dr. V Covello, Center for Change/Risk Communication I.D.K. (I Don’t Know) Template I.D.K. (I Don’t Know) Template Say: “you don’t know”/ “can’t answer”/wish you could answer” (Optional: Give the reason why you don’t know or can’t answer the question) Indicate follow up Bridge to what you can say about the issue Say: “you don’t know”/ “can’t answer”/wish you could answer” (Optional: Give the reason why you don’t know or can’t answer the question) Indicate follow up Bridge to what you can say about the issue

37. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication: Core Templates CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template (Anticipate, Prepare, Practice) AGL-4 Template IDK Template CCO Template 27/9/3 Template Primacy/Recency Template 1N=3P Template APP Template (Anticipate, Prepare, Practice) AGL-4 Template IDK Template

38. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication: Advanced Templates TBC KDG … TBC KDG …

39. Copyright, Dr. V Covello, Center for Change/Risk Communication TBC Template (Trust, Benefits, Control) Key Message 1: Trust Message Key Message 2: Benefits/Fairness Message Key Message 3: Control Message TBC Template (Trust, Benefits, Control) Key Message 1: Trust Message Key Message 2: Benefits/Fairness Message Key Message 3: Control Message

40. Copyright, Dr. V Covello, Center for Change/Risk Communication Fear Factors Lower Concern/Fear 1.Trustworthy sources 2. Large benefits/ fair/avoidance of harm 3. Under one’s control Lower Concern/Fear 1.Trustworthy sources 2. Large benefits/ fair/avoidance of harm 3. Under one’s control Higher Concern/Fear 1. Untrustworthy sources 2. Few or unclear benefits/unfair 3. Controlled by others

41. Copyright, Dr. V Covello, Center for Change/Risk Communication Fear Factors Lower Concern/Fear 1.Trustworthy sources 2.Large benefits 3.Under one’s control 4.Voluntary 5.Fair 6.Natural origin 7.Children not victims Lower Concern/Fear 1.Trustworthy sources 2.Large benefits 3.Under one’s control 4.Voluntary 5.Fair 6.Natural origin 7.Children not victims Higher Concern/Fear Untrustworthy sources Few or unclear benefits Controlled by others Involuntary Unfair Human origin Children as victims

42. Copyright, Dr. V Covello, Center for Change/Risk Communication Perception/Fear/ Emotional Response Factors Trust Listening/Caring Competence/Expertise Honesty/Transparency Benefits/Fairness Societal Community Personal Control Choice Voice Knowledge (e.g. things for people to do) Trust Listening/Caring Competence/Expertise Honesty/Transparency Benefits/Fairness Societal Community Personal Control Choice Voice Knowledge (e.g. things for people to do)

43. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Perceptions “That which is perceived as real is real in its consequences.”

44. Copyright, Dr. V Covello, Center for Change/Risk Communication “Facts about risk (risk data and statistics) play little or no role in determining public perceptions and concerns about risks.”

45. Copyright, Dr. V Covello, Center for Change/Risk Communication Credibility Ladder: Environmental Health Citizen advisory panels Nurses and physiciansNurses and physicians Safety/emergency response professionals Professors/educators Media Environmental/advocacy groups Industry Federal governmentFederal government Consultants from “for-profit” firms Most Least

46. Copyright, Dr. V Covello, Center for Change/Risk Communication Credibility Transference “A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”

47. Copyright, Dr. V Covello, Center for Change/Risk Communication Credibility Reversal “When a lower source attacks the credibility of a higher source, the lower source loses further credibility. The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.” “When a lower source attacks the credibility of a higher source, the lower source loses further credibility. The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.”

48. Copyright, Dr. V Covello, Center for Change/Risk Communication KDG Template (Overarching Message Map) (Know, Do, Go) Key Message 1: What is most important for people to know Key Message 2: What is the most important thing you are doing or what is most important for people to do (or not do) Key Message 3: Where can people go to get credible information (Know, Do, Go) Key Message 1: What is most important for people to know Key Message 2: What is the most important thing you are doing or what is most important for people to do (or not do) Key Message 3: Where can people go to get credible information

49. Copyright, Dr. V Covello, Center for Change/Risk Communication Psychological First Aid Critical Messages: Provide people a sense of: Hope Self- and community efficacy Safety Calm Connectedness “ Five Essential Elements of Immediate and Mid- Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007 Authors: Steven Hobfoll et. al. Critical Messages: Provide people a sense of: Hope Self- and community efficacy Safety Calm Connectedness “ Five Essential Elements of Immediate and Mid- Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007 Authors: Steven Hobfoll et. al.

50. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk Communication Resource Materials P. Ekman, “Telling Lies: Clues to Deception” (see also P. Ekman, “Emotions Revealed”) D. Morris, “Body Talk: A Dictionary of Human Gestures” M. Gladwell, “Blink” P. Ekman, “Telling Lies: Clues to Deception” (see also P. Ekman, “Emotions Revealed”) D. Morris, “Body Talk: A Dictionary of Human Gestures” M. Gladwell, “Blink”

51. Copyright, Dr. V Covello, Center for Change/Risk Communication Risk communication is a science- based discipline Risk communication is consistent with the way people think about threats Risk communication helps us better prepare for high concern situations Risk communication is a science- based discipline Risk communication is consistent with the way people think about threats Risk communication helps us better prepare for high concern situations Risk Communication: Key Messages Risk Communication: Key Messages