Copyright, Dr. V Covello, Center for Change/Risk Communication Risk and Crisis Communication: Core Slides Dr. Vincent T. Covello Director Center for Risk

Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk and Crisis Communication:

Core Slides

Dr. Vincent T. CovelloDirector

Center for Risk CommunicationNew York, New York

Tel. 917-270-5280Email: [email protected]

[email protected]


Core Slides

Dr. Vincent T. CovelloDirector

Center for Risk CommunicationNew York, New York

Tel. 917-270-5280Email: [email protected]

[email protected]


Risk Communication: Short Definition

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.”


• 8000 Articles in Peer Reviewed Scientific Journals

• 2000 Books

• 8000 Articles in Peer Reviewed Scientific Journals

• 2000 Books

Research Based ResourcesResearch Based Resources


Risk CommunicationGoals

Risk CommunicationGoals

• 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



Core Templates 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


• 1N=3P Template

• APP Template

• AGL-4 Template

• IDK Template


Risk Communication: Resource Materials

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”)


Risk Communication:Core Concepts

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.


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


• Rule of 3 (27/9/3)


• Primacy/Recency





• CCO


• 27/9/3 (Rule of 3)


• Primacy/Recency


• CCO


• 27/9/3 (Rule of 3)


• Primacy/Recency





CCO


CCO



Assessed in first 9-30 seconds

Assessed in first 9-30 seconds

Listening/Caring/

Empathy/Compassion50%

Competence/Expertise 15-20%

Honesty/ Openness

15-20%

AllOther Factors

15-20%

Trust Determination:

High Stress Situations

Trust Determination:

High Stress Situations


Trust Factors: Low Stress Situations

Trust Factors: Low Stress Situations

Competence/Expertise

All Other Factors

Competence/Expertise:

80-85%

All Others 15-20%




• CCO


• 27/9/3 (Rule of 3)


• Primacy/Recency


• CCO


• 27/9/3 (Rule of 3)


• Primacy/Recency





27/9/3 (Rule of 3)


27/9/3 (Rule of 3)



Contact: CenterforRiskCommunication.orgContact: CenterforRiskCommunication.org

Mental Noise Mental Noise (Attention Span)(Attention Span)

Mental Noise Mental Noise (Attention Span)(Attention Span)

0 100

Mental noise can reduce

the ability to process

communication up to 80%

20%


“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





“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”


Message Map Stakeholder Question or Concern:

Key Message 19 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


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




• CCO


• 27/9/3 (Rule of 3)


• Primacy/Recency


• CCO


• 27/9/3 (Rule of 3)


• Primacy/Recency





Primacy/Recency


Primacy/Recency



Primacy/Recency TemplatePrimacy/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)


Brain processes information based on linear order (e.g., 1, 2, 3)


Brain processes information based on primacy/recency (e.g., 1, 3, 2)




• 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)


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)




• 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)


Seven Step Risk Communication APP Strategy

Seven Step Risk Communication APP Strategy

1. Identify a risk communication issue or scenario

2. Identify key stakeholders/target audiences3. Identify potential questions or concerns4. Develop key messages using message

mapping and risk communication template tools

5. Develop supporting information for key messages

6. Test and practice messages7. Deliver messages through appropriate

communication channels

1. Identify a risk communication issue or scenario

2. Identify key stakeholders/target audiences3. Identify potential questions or concerns4. Develop key messages using message

mapping and risk communication template tools

5. Develop supporting information for key messages

6. Test and practice messages7. Deliver messages through appropriate

communication channels


Stakeholder Predictability

“50 Most Frequently Asked Questions by Terminally Ill Patients”

Stakeholder Predictability

“50 Most Frequently Asked Questions by Terminally Ill Patients”


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)


Challenge QuestionsChallenge 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



Core Templates Risk and Crisis Communication:

Core Templates

• CCO Template

• 27/9/3 Template


• 1N=3P Template

• APP Template

=============

• AGL-4 Template

• CCO Template

• 27/9/3 Template


• 1N=3P Template

• APP Template

=============

• AGL-4 Template


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.”


AGL-4 ShiftAGL-4 Shift


Brain processes information at

AGL (average grade level)



AGL-4 (average grade level minus 4 grade levels)



AGL (average grade level)



AGL-4 (average grade level minus 4 grade levels)


Commonly used acronyms in environmental clean-up:

LUST RAGS

BRA RC

LULU CLEAN

FONSI REC

NOEL RPM

CCR IRA


Examples…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."


Risk Communication:

Core Templates Risk Communication:

Core Templates

• CCO Template

• 27/9/3 Template


• 1N=3P Template

• APP Template

• AGL-4 Template

==============

• IDK Template

• CCO Template

• 27/9/3 Template


• 1N=3P Template

• APP Template

• AGL-4 Template

==============

• IDK Template


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


Risk Communication:

Core Templates 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


Risk Communication:

Advanced Templates Risk Communication:

Advanced Templates

• TBC• KDG• …• …• …• …• …• …

• TBC• KDG• …• …• …• …• …• …


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


Fear FactorsFear 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


Higher Concern/Fear1. Untrustworthy

sources

2. Few or unclear benefits/unfair

3. Controlled by others

Higher Concern/Fear1. Untrustworthy

sources

2. Few or unclear benefits/unfair

3. Controlled by others


Fear FactorsFear Factors

Lower Concern/Fear

1. Trustworthy sources

2. Large benefits


4. Voluntary

5. Fair

6. Natural origin

7. Children not victims

Lower Concern/Fear

1. Trustworthy sources

2. Large benefits


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

Higher Concern/Fear

Untrustworthy sources

Few or unclear benefits

Controlled by others

Involuntary

Unfair

Human origin

Children as victims


Perception/Fear/Emotional Response Factors

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)


Risk Perceptions

“That which is perceived as real is real in its consequences.”


“Facts about risk (risk data and

statistics) play little or no role in determining public perceptions and concerns about risks.”

“Facts about risk (risk data and statistics) play little or no role in determining public perceptions and concerns about risks.”


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


Credibility TransferenceCredibility Transference

“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”

“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”


Credibility ReversalCredibility 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.”


KDG Template (Overarching Message Map)

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


Psychological First AidPsychological First AidCritical 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.


Risk Communication Resource Materials

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”


• 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

Documents

Copyright, Dr. V Covello, Center for Change/Risk Communication Risk and Crisis Communication: Core Slides Dr. Vincent T. Covello Director Center for Risk