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Risk Communication is not Crisis Communication
Tee L. GuidottiGeorge Washington University
Center for Risk Science and Public Health
Some Modes of Communication in Public Health
• Health Communication – behavioral technology mostly for individuals
• Social Marketing – a behavioral technology for community intervention
• Corporate Communications – an art of persuasion to change responsiveness
• Crisis Communication – an approach to delivering urgent messages
• Risk Communication – a systematic art and practice based on behavioral science
What is “risk communication”?The National Research Council (1989) defined risk
communication as:
"...an integrative process of exchange of information and opinions among individuals, groups, and institutions; often involves multiple messages about the nature of the risk or expressing concerns, opinions, or reactions to risk messages or to the legal and institutional arrangements for risk management."
A little shorter!
• “Risk communication is the applied science and art of discussing technical information about potentially hazardous situations with nontechnical audiences.” - ASDWA
• “A science-based approach for communicating effectively in high-concern, high stress, emotionally charged or controversial situations.” (Vince Covello)
What makes risk communicationso special?
• Helps people understand facts that are truly relevant to their own life.
• Not based solely on telling individuals what we want them to know.
• Considers personal factors such as emotion: trust, control, uncertainty, and even dread. (Fischoff)
• Considers delivery mechanisms as well as messages. (McLuhan)
• Failure can lead to confusion and distrust.
Credit: George M. Gray, PhD, Harvard School of Public Health, "The Risk Communication Challenge," May 2003
Risk communication is a two-way street.
• Involves the exchange of ideas. • It is not one-sided. • Emotionally-charged situations• Involves subjectivity and empathy• Requires interpretation of
scientific information. • Concerns, opinions, feelings, and
reactions are as valid as facts• A process, not a one-time activity
Risk Communication in a Crisis• Referring to emergency, not
corporate issues• We like Baker approach, but if
you have to work through it on short notice, you are in trouble.
• Response is conditioned by past experience with agency and trust.
• Effective risk communication lays groundwork for crisis communication, if done early.
• Risk communication can deliver more complex message.
• People hear very selectively during a crisis.
Community group, New Orleans
Health Communication
Social Marketing
Corporate Communication
Crisis Communication
Risk Communication
Knowing Which Mode You Are In
• Crisis Communication– Response to an emerging issue
– Conveys critical information
– Little time for originality
• Risk Communication– Supplies information recipient needs
– Best done before a crisis
– Ideal when attention focused on issue
– Need frameworks as well as facts
Knowing Which Mode You Are Not In
• Corporate Communication– Shapes attitudes toward the
organization – Puts facts into organization’s
perspective (“spin”)– Aim is to persuade, build trust– Works best for audiences not
paying close attention– Tends to be patronizing.– Essential: if public does not trust
the organization, how can the organization help the public?
The Dark Side: spinning harmful products
The Pastel Side: PR for the sake of a positive image and identity
Knowing Which Mode You Should Be In
• Health Communication– When there is a discreet message about
personal health– When the objective is behavior change for
the individual– Short or long term commitment
• Social Marketing– When the objective is behavior change– Implies a long-term commitment (years)
and social change– Concept is to create supportive social
environment, reinforcing individual behavior and offering healthy choices
Our Philosophy on Risk Communication
• It is a necessary function in a changing, pluralistic, technologically-oriented society.
• Should be centered on the public and the message, not on the expert or a mission.
• Should not assume that the public is giving its undivided attention.
• Public health authorities have a legitimate obligation to persuade.
• Other modes of communication have their place: risk communication is one of several modes to be used strategically.