National Center for Food Protection & Defense

Risk CommunicatorTraining

For Food Defense Preparedness,

Response & Recovery

DatePresenters

Risk Communication Team

3

Module 1

An Introduction to Risk CommunicationAn Introduction to Risk Communication Module 2

Food Defense & the Psychology of Food Defense & the Psychology of TerrorismTerrorism

Module 3

Message Development & DeliveryMessage Development & Delivery Module 4

Risk Communication Preparedness & Risk Communication Preparedness & Planning Planning

Module 5

Media Relations & PracticeMedia Relations & Practice

Risk Communicator Risk Communicator Training ModulesTraining Modules

4

Module One

An An Introduction Introduction

to Risk to Risk CommunicatioCommunicatio

nn

National Center for Food Protection & Defense

Risk Communicator Training

6

topic one

Defining Risk Communication: What It IS & What It Isn’t

topic two

Risk Perception: Facts & Feelingstopic three

We’re All Risk Communicators: It Is Your Job!

An Introduction to Risk An Introduction to Risk CommunicationCommunication

7

Module OneLearner OutcomesLearner Outcomes

Apply the risk communication goals to a foodborne outbreak.

Describe the function of risk communication within the risk management model.

Identify the factors that drive perceptions of risk. Compare and contrast communicator roles from

various segments of the food system.

module one

An Introduction toAn Introduction to

Risk CommunicationRisk Communication

topic one

Defining Risk Defining Risk Communication:Communication:

What It Is & What It What It Is & What It Isn’tIsn’t

9

Risk communication Risk communication defineddefined

An open, two-way exchange of information and opinion about risk leading to better understanding and better risk management decisions.

Source: USDA, 1992

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Risk communication Risk communication goalsgoals

Tailor communication so it takes into account the emotional response to an event.

Empowers audience to make informed decision-making.

Prevent negative behavior and/or encourage constructive responses to crisis or danger.

risk comm clipping file

CDC officialSeasonal flu vaccinationSeptember, 2006

"The best way to guard against the flu is to get vaccinated, which helps to protect you, your loved ones, and your community."

risk comm clipping file

State emergency response spokespersonPandemic preparednessOctober, 2006

“We are very concerned for those who became ill and our thoughts are with them as we continue to work closely with health officials as they try to determine the root cause of this. While the authorities do not know the source of this contamination, they have said there haven't been any new cases since Nov 29, so they are confident that it is most likely no longer a threat."

risk comm clipping file

University Food Studies & Public Health SpecialistE. coli – spinach outbreakSeptember, 2006

… “The idea that salad greens have become a source of E. coli is very shocking, and it means we have a real problem in the food system. This is very serious."

risk comm clipping file

CDC spokespersonRe: Listeriosis - hot dogs outbreakDecember, 1998

“We have not with certainty traced the illness to any specific product or source. But people in high-risk groups for developing listeriosis, particularly pregnant women, the elderly and persons with compromised immune systems should take precautions.”

risk comm clipping file

County DietitianFollowing E.coli – spinach outbreak, October, 2006

“…Spinach is high in antioxidants, which can protect against heart disease and cancer. If you’re having a hard time finding spinach, there are lots of other greens with nutritional value. We should not forget about mustard greens, bok choy, kale and chard, broccoli and Brussel sprouts. I would suggest things like romaine lettuce and arugula.”

risk comm clipping file

Industry association spokespersonE. coli – spinach outbreakSeptember, 2006

…Concerning restoring public trust following the outbreak:

"Farmers approach it as the most serious concern that they have. The most important commodity that we have is the public trust."

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Communication Communication modelsmodels

Basic Communication Model Uni-directional or we tell “them” approach Who says - what - when - to whom - through

what channel - with what effect

Risk Communication Model Multi-directional Actively involves the audience as an

information source

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Risk Communication Risk Communication elementselements

Multi-directional & actively involves the audience as an information source

Logistics Metamessaging Listening Self-assessment Evaluation

Audience assessment

Audience involvement

Message

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Risk communication Risk communication outcomesoutcomes

Decrease illness, injury & deaths Build support for response plan Assist in executing response plan Prevent misallocation & wasting of resources Keep decision-makers well informed Counter or correct rumors Foster informed decision-making concerning

risk

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Contributing Contributing disciplinesdisciplines

Environmental Science

Social Psychology Philosophy Political Science

Communication Chemistry Public Health Epidemiology

Risk Communication is trans-disciplinary:

Love Canal (’78) & Three Mile Island (’79)

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Crisis Response

Spontaneous Post-event Uni-directional Reactive Equivocal

Risk & crisis Risk & crisis communicationcommunication

Preparedness & Recovery

Planned, tested, strategic Pre-event activities Multi-directional Proactive Certain

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Applying the conceptsApplying the concepts

Unpacking Unpacking thethe

MessageMessage

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SummarySummaryWhat Risk Communication is NOT:

Spin Public relations Damage control Crisis management How to write a press release How to give a media interview Always intended to make people “feel better” or

reduce their fear

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SummarySummary

Considers human perceptions of risk Multi-directional communication among

communicators, publics and stakeholders Activities before, during and after an event An integral part of an emergency response plan Empowers people to make their own informed

decisions

And what Risk Communication IS:

module one

An Introduction toAn Introduction to

Risk CommunicationRisk Communication

topic two

Risk Perception:Risk Perception:Facts & FeelingsFacts & Feelings

26

Risk analysis Risk analysis paradigmparadigm

Everything we do involves risk

Zero risk is unachievable

Options exist for managing every risk

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Risk managementRisk managementAll potentially effected parties are engaged in:

HazardIdentification

RiskAssessment

RiskCommunication

RISK MANAGEMENT

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Interpreting Interpreting riskrisk

Communicating about risk is difficult because of the way people interpret risk

Involves competing perspectives: objective vs subjective

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Developed by a leading research university

• Experience short term memory boost• Enjoy pleasant feelings in times of stress

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• Developed by a leading research university

• 16 years in the making

• Provides short term memory boost & pleasant feeling in times of stress 24-36 hours in duration

• Multiple trials examining potential short term & long term side effects

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What shapes What shapes perceptions of riskperceptions of risk

Hazard – something that can go wrong

Probability – likelihood of it happening

Consequences – implications of hazard

Value – subjective evaluation of the relative importance of what might be lost

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What shapes What shapes perceptions of riskperceptions of risk

Hazard – something that can go wrong

Probability – likelihood of it happening

Consequences – implications of hazard

Value – subjective evaluation of the relative importance of what might be lost FEELING

THINKING

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Scientist - Consumer Scientist - Consumer disconnectdisconnect

SCIENTISTEXPERTknowsthinks

CONSUMER PUBLIC

feelsbelieves

Fact-based:hazard, probability

Value-based:consequences, value

risk comm clipping file

"In fact, probably getting out of your automobile and walking into the store to buy beef, has a higher probability than you'll be hit by an automobile than ... the probability of any harm coming to you from eating beef."

U.S. Agriculture Undersecretary Japanese import ban on U.S. beefJanuary, 2006

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With permission from the Star Tribune

Scientists focus on danger - consumers on the ‘whole cow’

Mad Cow, 2003

36

Peter Sandman

“The risks that upset people are completely different than the

risks that kill people.”

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Perceptions of riskPerceptions of risk

Risk = Risk = Hazard + OutrageHazard + Outrage

SOURCE: Peter Sandman

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A variety of risk comm approaches

Hazard (danger)

High

Low High

Outrage Management

Crisis /Emergency

Communication

Public Relations

PrecautionAdvocacy

Outrage(fear, anger)

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Goal: Reduce outrage so people don’t take unnecessary precautions

Hazard (danger)

High

Low High

Crisis /Emergency

Communication

Public Relations

PrecautionAdvocacy

OutrageManagement

Outrage(fear,anger)

41

Goal: Increase concern for a real hazard to motivate preventive action

Hazard (danger)

High

Low High

Outrage Management

Crisis /Emergency

Communication

Public Relations

PrecautionAdvocacy

Outrage(fear,anger)

42

Hazard (danger)

High

Outrage(fear,anger)

Low High

Outrage Management

Public Relations

PrecautionAdvocacy

Crisis /Emergency

Communication

Goal: Acknowledge hazard, validate concern, give people ways to act

43

Applying the conceptsApplying the concepts

Hazard +Outrageand Your

Organization

module one

An Introduction toAn Introduction to

Risk CommunicationRisk Communication

topic three

We’re All Risk We’re All Risk Communicators:Communicators:

It IS Your Job!It IS Your Job!

45

Prevailing modelPrevailing model

Risk communication is centralized in PIO or spokesperson functions

Industry CEO Organization or agency head Communications director Other “official spokespersons”

46

Food system risk Food system risk communicatorscommunicators

Official spokespersons Industry CEO, food agency director,

labor union officer, consumer organization head

Communication staff members Public information officers, technical

writers, web managers

Subject matter experts Scientists, food system experts,

terrorism experts, quality assurance officers

FEMA

47

Food system risk Food system risk communicatorscommunicators

Educators & outreach specialists Extension staff, consumer educators,

outreach workers, public health educators, consumer hotline staff

Public health & health care specialists

Agency directors, food inspectors, physicians, nurses, lab specialists, sanitarians

48

Alternative model: Alternative model:

We’re ALL risk We’re ALL risk communicatorscommunicators

Including informal channels & networks

Neighbor to neighbor Rumor mill Online blogs “Person on the street” interviews Talk radio Others???

CSREES

49

Case Study:Case Study:Schwan’s salmonella Schwan’s salmonella

outbreak, 1994outbreak, 1994 Company features home delivered food products Est. 224,000 persons were exposed to ice

cream contaminated with salmonella Contamination traced to tanker trucks that

hauled ice cream premix Interaction between Schwan’s door-to-door

delivery drivers & customers was key recovery and restoring trust

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for EffectiveMessage Development

• Risk & crisis communication is an ongoing process

For EffectiveRisk Communication

BestBest

Practices

Practices