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Organizing for Risk Communication:Response Informs Preparation for Outbreaks
Jana L. Telfer, MAAssociate Director for Communication Science
NCEH/ATSDRCenters for Disease Control and Prevention
American Public Health AssociationNovember 6, 2007
Copyright 2007, Jana L. Telfer, [email protected]
Disclaimer
The findings and conclusions in this presentation have not been formally disseminated by the Centers for Disease Control and Prevention, nor any agency of any co-author, and should not be construed to represent any agency determination or policy.
Copyright 2007, Jana L. Telfer, [email protected]
Take Away“What do you mean ‘theory’?
This is an emergency!”Practical applications for risk communication theoryFactors contributing to effective communication in standard and catastrophic emergenciesOrganizing principles to transition communication organizations to emergency response statusMethods of influencing leaders’ communication responses during a crisis
Copyright 2007, Jana L. Telfer, [email protected]
Sunday, October 1, 2006“Mystery Illness”
Arnulfo Hospital Complex, Caja de Seguro Social
05
10152025
Num
ber o
f Pa
tient
s
Status on 10/2/2006
Cases Deaths
Copyright 2007, Jana L. Telfer, [email protected]
What Your Publics ExpectFacts to protect them and their familiesAbility to make well-informed decisions with good informationActive, participatory role in response and recoveryGood stewardship of public resourcesReturn to normal
Copyright 2007, Jana L. Telfer, [email protected]
Risk Communication:Basic Tenets
OutrageTrustEffects of stressImpact of emotional status on information retention
Copyright 2007, Jana L. Telfer, [email protected]
Risk Communication ModelsRisk perception modelMental noise modelNegative dominance modelTrust determination model
Covello, et al, Journal of Urban Health, 2001
Copyright 2007, Jana L. Telfer, [email protected]
Risk Perception Model:Understanding Outrage
Risk = Hazard + OutragePeter Sandmanwww.petersandman.com
Magnitude of risk = Statistics + Perceived ControlFischoff, et al, 1981
“The risks that kill you are not necessarily the risks that anger and frighten you.” Sandman, 1987
Copyright 2007, Jana L. Telfer, [email protected]
Exotic
Children
Familiar
Adults
No confidence in the sourceConfidence in the source
CatastrophicStatistical
Unequal distributionEqual distribution
No perceptible benefitClear benefit
External controlIndividual control
Imposed Voluntary
Less AcceptedMore AcceptedRisk Perception Model
Adapted from National Research Council. 1989. Improving Risk Communication. Washington, DC: National Academy Press.
Copyright 2007, Jana L. Telfer, [email protected]
Mental Noise Model:Stress Affects Information Processing
Impact of stress on attention (Covello)
High stress conditions: people lose 80 – 90% of what they hearScientific facts account for less than 5%
Effect if emotion on information seeking (Turner, et al, 2006)
Greater emotion = less information retention
www.centerforriskcommunication.comwww.comm.riskcenter.umd.edu
Copyright 2007, Jana L. Telfer, [email protected]
Negative Dominance Model:Negatives Outweigh PositivesMINSA news release, October 3, 2006:
Primarily affecting patients over age 60 who are diabetic or have renal problems15 people have died to dateIf you experience symptoms, go to the nearest health care centerDo not self-medicateIf you have a regular doctor’s appointment, keep it
Copyright 2007, Jana L. Telfer, [email protected]
Trust Determination Model: Understanding Credibility
Credibility = trust + expertiseInfluences on credibility
Perceptions of knowledge and expertisePerceptions of openness and honestyPerceptions of concern and caring
Copyright 2007, Jana L. Telfer, [email protected]
Saturday, October 7, 2006Centro de Operaciones Conjuntos
Copyright 2007, Jana L. Telfer, [email protected]
Oficina de Comunicación SocialStructure
Administrative unitsInformationPublic RelationsProtocolPublicity and MarketingProduction
Office objectivesDivulge relevant and significant actions related to providing health services in order to heighten public awareness of the work of the MinistryAssist other units in incorporating communication in health interventions to help achieve desired health outcomes
Copyright 2007, Jana L. Telfer, [email protected]
Monday, October 9, 2006Tópicas para consideración
Consistent approach to communicationSupport for key communication functions
News analysisInternetLink to health care professionalsPublic education and information
Use multiple channels for dissemination
Copyright 2007, Jana L. Telfer, [email protected]
Wednesday, October 11, 2006“I wish . . .”
Acknowledgment of emotional toll“Sé que hay mucha ansiedad, muchas dudas, mucha confusión y falta de credibilidad (…) Estoy consciente de esa angustia de los familiares y de los panameños, pero le pedimos que crean que este es el procedimiento usual.”Añadió que espera qu se pueda terminar esto“ojalá que esta semana,” pero que no quiereser irresponsable en dar una fecha “y que no cumplamos con la misma.”
Copyright 2007, Jana L. Telfer, [email protected]
Structuring the Communication Response
Include principle communicator in all phases of strategy developmentLet go of non-emergency communication functionsCross-train communication staff before the eventElevate media monitoring and message correlation Establish a theoretical basis that can be explained simply and quickly
Copyright 2007, Jana L. Telfer, [email protected]
Copyright 2007, Jana L. Telfer, [email protected]
