Post on 13-Jan-2016
description
After the PandemicAfter the Pandemic Effective Risk CommunicationEffective Risk Communication
Laura BlaskeLaura BlaskeLaura.blaske@doh.wa.gov 360-236-4070 360-236-4070
Risk Communication
What is it?
Lessons learned during H1N1.
The importance of planning.
Moving forward.
The trusted source.
Which is true: Cockroaches can live for a month with
their heads cut off? Lemmings will follow their leader, even
over a cliff?
Warning!
Do not use while sleeping.
Sears hair dryer
Fits one head.
Shower cap box
Do not turn upside down.
Bottom of Tesco’s Tiramisu dessert box
Product will be hot after heating.
Marks & Spencer bread pudding
Cut through the noise.
Be First. Be Right. Be Credible.
Provide clear and consistent information.
Accessibility.
Empower people to make good choices.
What is Risk Communication? Communicating effectively and accurately
during a issue of high concern to allow individuals and the community to understand the risks and… Cope Make informed decisions Understand sensitive issues
Crisis or Catastrophe We can’t stop every crisis. What can we control? In a crisis, how can you help make the
difference between: Danger or Safety? Mistrust or Compliance? Fear or Empowerment? Uncertainty or Choices?
Assessing Personal Risk Risk communication helps people assess
personal risk… Most people over- or under-estimate
personal risks. A risk communication plan can help strike
a balance.
What influences risk perception?
Is it familiar?
Vulnerable populations?
Easy to understand?
Controllable?
Intentional or naturally occurring?
What Determines Credibility in High Concern Settings?
All other factors15-20%
Competence/Expertise15-20%
Honesty/openness15-20%
Listening/caring/Empathy50%
Source: Randall Hyer, National Immunization Conference, 2005
Confusing Risk
Assessing risk is emotional.
Risk is often hard to comprehend:
1 in 10,000 or 1 in 1 million?
Risk needs a “face.”
Connection to the audience.
All
abo
ut
Au
die
nce
s
Consider your audience Clients and community members Staff and co-workers Stakeholders and partners Media People who serve the general public (teachers,
childcare providers, etc.) Emergency response workers, law enforcement Civic and political leaders (local, state, and national) Family and friends
Common Concerns Am I/Is my family safe? What have you found that will affect me or
my loved ones? What can we do to protect ourselves? Who or what caused the problem? Can you fix it?
H1N1 Challenges
Vaccine availability
Different messages
Length/severity of event
Target audience
Web
Direct outreach
Television
Radio
Contacts
Top Messages
20
Q: What would you say were the top one or two main messages from the ads you saw or heard?
Q: What would you say were the top one or two main messages from the ads you saw or heard?
Health Decisions
21
Q: Did the ads provide information to help you make health decisions?Q: Did the ads provide information to help you make health decisions?
Breakdown
22
Reasons
23
Q: Why haven’t you gotten vaccinated?Q: Why haven’t you gotten vaccinated?
Young moms…
24
Risk Communication Lessons
Common Concerns Am I/Is my family safe? What have you found that will affect me or
my loved ones? What can we do to protect ourselves? Who or what caused the problem? Can you fix it?
Consistency
Communication Chain: Answering phones. Printed information. Public contact positions. Interactions with stakeholders. Information on Web site. Social media.
Social Media
In an issue of high concern…
Everyone in the organization is a
spokesperson.
First Messages in a Crisis
1. An expression of empathy
2. What you know-confirmed facts and action steps
3. What you don’t know
4. What’s the process
5. Statement of commitment
6. Where people can get more information
Answer concerns but don’t…
Say more than you know.
Give your opinion.
Over-reassure.
Technical jargon Condescending or judgmental phrases Attacks Promises or guarantees
First Messages
NO…
Media & the public will edit messages…
“Beam me up, Scotty.” “The British are coming.”
…so keep it short.
Short isn’t easy…
…always test & check
A few things to remember…What is important to remember when developing first messages? During a crisis, a person’s ability to listen to and
understand information goes down Use simple words and phrases People forget 80% + of the information they hear People remember the first and last things said
What you say…Use of N95 respirators or facemasks generally is not recommended for workers in non-healthcare
occupational settings for general work activities. For specific work activities that involve contact with people who have ILI, such as escorting a person with ILI, interviewing a person with ILI, providing assistance to an individual with ILI, the following are recommended:
• workers should try to maintain a distance of 6 feet or more from the person with ILI; • workers should keep their interactions with ill persons as brief as possible; • the ill person should be asked to follow good cough etiquette and hand hygiene and to wear a
facemask, if able, and one is available; • workers at increased risk of severe illness from influenza infection (see footnote 3 of table 1)
should avoid people with ILI (possibly by temporary reassignment); and, • where workers cannot avoid close contact with persons with ILI, some workers may choose to
wear a facemask or N95 respirator on a voluntary basis.
…and how you say it.
“This explains
it all.”
Is the focus onyour key message?
Be first.
Remember, developing and communicatingfirst messages DOES NOT mean having allthe answers.
It DOES mean showing that someone is incharge, and that response is underway.
Be right.
Tell the truth. Tell people what you’re doing to get the facts. Explain the situation in a way that the general
public can understand – Avoid jargon. Avoid technical terms.
Be credible.
Show empathy. Take concerns seriously. Avoid humor. Don’t over-reassure or try to tell people more
than you know.
Is the glass half full?
Are you the trusted source?
Resources
Washington State Department of Health:
Emergency communication toolkit: www.doh.wa.gov/phepr/toolkit