Risk CommunicationsRisk Communicationsfor for HazMatHazMat Managers During a CrisisManagers During a Crisis

Mike Cameron – Risk Communications SpecialistOffice of CommunicationsKansas Department of Health & Environment1000 SW Jackson – Suite 550Topeka, KS 66612Phone: 785-368-8053Email: mcamero1@kdhe.state.ks.us

I’m not this Mike Cameron..

What would be your worst nightmare?

Illegal disposal of hazardous waste?

A train derailment ?

A terrorist attack using a chemical agent?

A half-eaten jar of Peter Pan peanut butter in your cupboard?

Experts say that if an event of national significance takes place in your area, as many as 1,000 reporters could show up

within 4 hours.

Are you prepared to at least answer questions from the local media?

A communication plan that includes a set of positive key messages will aid you in

getting the correct message to the public, through the media.

Old Style Communication Plan

• First, answer phone call from a reporter.• Then, try to answer questions

intelligently.• Finally, watch the TV news that evening

and read the newspaper the next morning and see how it went.

Risk Communication Definition

“A ScienceScience--basedbased Approach for Communicating Effectively in:

High-Concern

High Stress

Emotionally Charged, or

Controversial Situations”

Public Information vs. Risk Communications

• Public Information: Day-to-day communication activities designed to provide accurate and timely information on a routine basis to the media.

• Risk Communication: Providing accurate and timely information to educate and reassure the public during and after an unfamiliar event or emergency.

Risk CommunicationWhy Is It Needed?

CRISIS +Heightened public emotions

+Limited access to facts

+rumor, speculation, assumption and inference

=an unstable information environment

Risk Communication Gurus

Vincent Covello, PhDwww.centerforriskcommunication.com

Peter Sandman, PhDwww.psandman.com

Leading Authorities on Risk Communication

• Peter Sandman, Ph.D.– Consulting, Training and Research in Risk

Communications.– Theories based on crowd psychology.– Co-writes articles with Dr. Jody Lanard.

Controversial Theoriesof Dr. Peter Sandman

• Never over-reassure the public.• Admit your own fear.• Western societies do not panic.• The media will not sensationalize

things during a crisis.

News VoidRumors Innuendo

Lies Half-truths

InformationVacuum

News Void

“A news void is an incubator for rumors and distortions.”Barbara Shelly, Member of the KC Star Editorial Board

Leading Authorities on Risk Communication

• Vincent T. Covello, Ph.D.– Founder and Director of the Center for Risk

Communication.– Theories based on years of research.– Trained NYC Mayor Giuliani prior to 9/11.– Main focus is on message preparation.– Web site:

www.crisiscommunication.com/

Message Mapping

• One of the most effective tools communicators with the media use is “message mapping.”

• Message maps organize key points using proven communication theories and templates.

What is a Message Map?• A roadmap for displaying detailed,

organized responses to anticipated questions or concerns.

• An aid for staying “on message” to get key points to the public.

• Useful visual aid that provides at a glance the organization’s messages for high concerns or controversial issues.

Template Theories for Message Mapping

• 27/9/3 Template• CCO Template• IDK Template• Mental Noise Template• AGL-4 Template

27/9/3 Template27-9-3 Sound Bite Rule (Attention

Span Rule)

• 27 Words

• 9 Seconds

• 3 Messages, Ideas, Points

C/C/O Template (Churchill)

• Compassion

• Conviction

• Optimism • Giuliani’s first statement to the

national media used this concept.

“People want to know that you care before they care what you know.”

- Will Rogers

IDK Template• IDK Theory = “I don’t know.”• It is never wrong to say that you don’t

know the answer, but you will get an answer and get the information to them.

• Always follow through.• Never say “No comment” and never lie –

you won’t get away with it.• Attempting to “wing it” can be disastrous.

Mental Noise Template• When people are stressed or upset,

they often have difficulty hearing, understanding, and remembering information.

• In high stress situations, people often lose as much as 80 percent of the information that is communicated to them.

Overcoming Mental Noise • Clear (e.g., 5th-6th grade comprehension level

per AGL- 4 theory)

• Brief (e.g., 27 words, 9 sec.)

• Concise (e.g., 3 messages)

• Avoid using negatives as much as possible. (1N = 3 Ps)

AGL-4 Template

• Average grade level in the U.S. is a 10th

grade education• Subtract four years• To overcome mental noise, aim

messages at a moderately intelligent sixth grader.

Message MapStakeholder: Private Physicians and Patients

Question: How do I protect myself from WNV?

Key Message/Fact 1.Eliminate standing water where mosquitoes breed.

Key Message/Fact 2.Protect yourself from biting mosquitoes indoors and outside.

Key Message/Fact 3.Use insect repellent with no more than 30% DEET or picaridin.

Keywords:Supporting

Fact 1.1

Standing Water

Keywords:Supporting

Fact 1.3

Larva-eating fish

Keywords:Supporting

Fact 1.2

Larvicide

Keywords:Supporting

Fact 2.1

Fix screens

Keywords:Supporting

Fact 2.2

Avoid outdoors

Keywords:Supporting

Fact 2.3

Bug zappers

Keywords:Supporting

Fact 3.1

DEET or picaridin

Keywords:Supporting

Fact 3.2

Picaridin for children

Keywords:Supporting

Fact 3.3

Reapply

Change water often in birdbaths and pet dishes and eliminate sources of standing water, such as old tires.

Fix screen doors and window screens in your home to keep mosquitoes out.

Stock ponds and aqua-gardens with fish that eat mosquito larvae.

Use a larvicide such as bti in standing water that cannot be drained.

Avoid being outdoors at dawn and dusk when mosquitoes are most active.

Outdoor mosquito traps and electronic bug “zappers” have little or no effects on mosquitoes

Advertised products without DEET or picaridin have limited effectiveness.

Use a product with a lower concentration of DEET or picaridin on children under 10.

Reapply as directed.

Putting Message Maps to Work• Prepare answers and practice with key

spokespersons and subject matter experts.

• By sticking to key messages, you have a better chance of getting most important points to the public through the media.

• Message Maps prevent having to “wing it.”

Perils of a Town Hall Meeting• Very dangerous during a crisis or if

working with a “hot button issue.”• Easy for emotions to get out of control

and for you to become the focus of those emotions.

• Use information forum setup prior to town hall meeting to increase knowledge level of crowd and hopefully defuse anger.

Copyright, Dr. V Covello,Center for Risk Communication

Information ForumInformation Forum

From: Risk Communication PowerPoint Slides, Vincent T. Covello, Ph.D., Director,Center for Risk Communication/Consortium for Risk and Crisis Communication

Beware of the Background

Information Resources• Mike Cameron, Risk Communication Specialist,

KDHE Office of Communications - (785) 368-8053, Email: Mcamero1@kdhe.state.ks.us

• Peter M. Sandman, Ph.D. on the Web: www.psandman.com

• Vincent T. Covello, Ph.D. on the Web: www.centerforriskcommunication.com

• Hart Media Inc: www.crisiscommunication.com/

Suggested Reference Material

• “Communicating in a Crisis: Risk Communications Guidelines for Public Officials” - Available at no cost from SAMHSA at: www.mentalhealth.org or by phone at: 1-800-789-2647, reference document SMA 02-3641

Questions

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Answers