Session 24 1

Characteristics Considered when Creating Risk Messages

• Amount of material

• Speed of presentation

• Number or arguments

• Repetition

• Style

• Clarity

Source: Mileti, Dennis S. 1999. Disasters by Design. Washington, D.C. Joseph Henry Press.

• Ordering

• Forcefulness

• Specificity

• Consistency

• Accuracy

• Extremity of the position advocated

Session 24 2

Risk Communication Myths

Myth 1: Telling the public about a risk is more likely to unduly alarm people than keeping quiet

Truth 1: Not if done properly. Educate and inform, don’t simply alert and alarm. Give people the chance to express their concerns, ask questions and receive accurate answers.

Session 24 3

Risk Communication Myths

Myth 2: Communication is less important than education. If people knew the true risks, they would accept them.

Truth 2: Education is achieved through effective communication. Pay as much attention to your process for dealing with people as you do to explaining the content of the information.

Session 24 4

Risk Communication Myths

Myth 3: We shouldn’t go to the public until we have solutions to [risks].

Truth 3: Release and discuss information about risk management options and involve communities in strategies in which they have a stake.

Session 24 5

Risk Communication Myths

Myth 4: These issues are too difficult for the public to understand.

Truth 4: No, they aren’t. Part of your job is to help the public understand these issues no matter how complex they may be. The public may not make technical decisions, but their opinions deserve consideration by those who are making those decisions.

Session 24 6

Risk Communication Myths

Myth 5: Technical decisions should be left in the hands of technical people.

Truth 5: Provide the public with information. Listen to community concerns. Involve staff with diverse backgrounds in developing policy.

Session 24 7

Risk Communication Myths

Myth 6: Risk communication is not my job.

Truth 6: Yes, it is. As a public servant, you have a responsibility to the public. Integrate communication with the public into your job and help others do the same.

Session 24 8

Risk Communication Myths

Myth 7: If we give them an inch, they’ll take a mile.

Truth 7: If you listen to people when they are asking for inches, they are less likely to demand miles. Avoid the battleground. Involve people early and often.

Session 24 9

Risk Communication Myths

Myth 8: If we listen to the public, we will devote scarce resources to issues that are not a great threat to public [safety].

Truth 8: Listening to and communicating with the public does not mean that you must set agendas and priorities based solely on prevailing public concerns. Part of your job is to manage issues and expectations. The public’s concerns cannot be ignored, but neither can they necessarily dictate policy. The better informed people are, the more likely it will be that the public’s and your opinions on priorities are aligned.

Session 24 10

5 Steps to Creating Messages

• Step 1 - Create an Expert Model

• Step 2 - Conduct Mental Model Interviews

• Step 3 - Conduct Structured Initial Interviews

• Step 4 - Draft Risk Communication

• Step 5 - Evaluate Communication

Session 24 11

10 Questions Risk Communicators Must Ask Themselves

• Why are we communicating?

• Who is our audience?

• What do our audiences want to know?

• What do we want to get across?

• How will we communicate?

• How will we listen?

• How will we respond?

Session 24 12

• Who will carry out the plans? When?

• What problems or barriers have we planned for?

• Have we succeeded?

10 Questions Risk Communicators Must Ask Themselves (Cont’d)

Session 24 13

Getting the Message Out

• News Media

• Brochures, Fliers, and Newsletters

• Outreach Activities at Festivals, Fairs, and Other Public Events

• The Internet

Session 24 14

Helping the Media Understand

• Don’t Assume Knowledge

• Guide the Interview

• Avoid Jargon

• Simplify Content

• Anticipate Problem Areas

• Provide Written Back-Up Information

• Be Alert for Signs of Confusion

• Check for Understanding

Session 24 15

Helping the Media Understand (Cont’d)

• Suggest Other Sources

• Offer to Look at a Draft or Check Quotes

• Encourage Specialized Reporting

Source: Sandman, Peter M. 1992. Helping Reporters Understand a Technical Story. Conference Handouts. <http://www.psandman.com>

Session 24 16

Working With the Media• Include a special insert in the local newspaper• Broadcast public meetings on the local access

channel or through PSAs • Produce a video • Provide a press kit to local reporters• Conduct a news release• Generate a ‘Feature Story’• Hold a news conference• Contact local newsletter/publication editors