Post on 19-Dec-2015
Copyright, Dr. V Covello, Center for Critical Communication
Risk / High Stress Communications
Dr. Vincent T. CovelloDirector
Center for Risk Communication/Co-Director, Consortium for Risk and Crisis
CommunicationsNew York, New York
vcovello@centerforriskcommunication.org
Risk / High Stress Communications
Dr. Vincent T. CovelloDirector
Center for Risk Communication/Co-Director, Consortium for Risk and Crisis
CommunicationsNew York, New York
vcovello@centerforriskcommunication.org
Copyright, Dr. V Covello, Center for Critical Communication
“A Science-based Approach for Communicating Effectively in:
• High Concern
• High Stress
• Emotionally Charged, or
• Controversial Situations
“A Science-based Approach for Communicating Effectively in:
• High Concern
• High Stress
• Emotionally Charged, or
• Controversial Situations
Risk/High Stress Communication – Definition
Risk/High Stress Communication – Definition
Copyright, Dr. V Covello, Center for Critical Communication
• Knowledge and Understanding
• Trust and Credibility
• Informed Decisions, Attitudes, Beliefs, and Behaviors
• Knowledge and Understanding
• Trust and Credibility
• Informed Decisions, Attitudes, Beliefs, and Behaviors
Critical/High Stress Communication Goals
Critical/High Stress Communication Goals
Copyright, Dr. V Covello, Center for Critical Communication
Overarching Goal:
To Avoid Communication Regret
Overarching Goal:
To Avoid Communication Regret
Copyright, Dr. V Covello, Center for Critical Communication
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to communication success is anticipation, preparation, and practice (APP)
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to communication success is anticipation, preparation, and practice (APP)
Critical/High Stress Communication: Key Messages
Critical/High Stress Communication: Key Messages
Copyright, Dr. V Covello, Center for Critical Communication
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
Critical Communication: Key Messages
Critical Communication: Key Messages
Copyright, Dr. V Covello, Center for Critical Communication
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
• 27/9/3 Template • 95% Strategic Rule
(e.g., “77 Most Frequently Asked Questions in a Disaster”)
• CCO Template
• 27/9/3 Template • 95% Strategic Rule
(e.g., “77 Most Frequently Asked Questions in a Disaster”)
• CCO Template
Critical/High Stress Communication:
Research Findings
Critical/High Stress Communication:
Research Findings
Copyright, Dr. V Covello, Center for Critical Communication
• 27/9/3 Template • 95% Strategic Rule
(e.g., “77 Most Frequently Asked Questions in a Disaster”)
• CCO Template
• 27/9/3 Template • 95% Strategic Rule
(e.g., “77 Most Frequently Asked Questions in a Disaster”)
• CCO Template
Critical/High Stress Communication:
Research Findings
Critical/High Stress Communication:
Research Findings
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: 27/9/3
If 27/9/3, then:
(1) ….(2) ….(3) ….
Exercise: 27/9/3
If 27/9/3, then:
(1) ….(2) ….(3) ….
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Attention SpanAttention Span
BriefBriefT1T1
T2T2
Limits on Attention SpanLimits on Attention Span
StartStart
Copyright, Dr. V Covello, Center for Critical Communication
Critical/High Stress Communication
Critical/High Stress Communication
Brief• Presentations - 10-15 minutes
• Responses to questions - 1-2 minutes
• Sound bites – 27 words/9 seconds/3 messages
Brief• Presentations - 10-15 minutes
• Responses to questions - 1-2 minutes
• Sound bites – 27 words/9 seconds/3 messages
Copyright, Dr. V Covello, Center for Critical Communication
• 27/9/3 Template • 95% Strategic Rule
(e.g., “77 Most Frequently Asked Questions in a Disaster”)
• CCO Template
• 27/9/3 Template • 95% Strategic Rule
(e.g., “77 Most Frequently Asked Questions in a Disaster”)
• CCO Template
Critical/High Stress Communication:
Research Findings
Critical/High Stress Communication:
Research Findings
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: 95% Strategic Rule
If “95% strategic rule”, then:
(1) ….(2) ….(3) ….
Exercise: 95% Strategic Rule
If “95% strategic rule”, then:
(1) ….(2) ….(3) ….
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
• 27/9/3 Template • 95% Strategic Rule (e.g., “77 Most
Frequently Asked Questions in a Disaster”)
• CCO Template
• 27/9/3 Template • 95% Strategic Rule (e.g., “77 Most
Frequently Asked Questions in a Disaster”)
• CCO Template
Critical/High Stress Communication:
Research Findings
Critical/High Stress Communication:
Research Findings
Copyright, Dr. V Covello, Center for Critical Communication
CCO Template CCO Template
• Compassion
• Conviction
• Optimism
• Compassion
• Conviction
• Optimism
Copyright, Dr. V Covello, Center for Critical Communication
Trust Determination Factors: Low ConcernTrust Determination
Factors: Low Concern
Competence/Expertise
All Other FactorsCompetence/
Expertise:
80-85%
All Others
15-20%
Copyright, Dr. V Covello, Center for Critical Communication
When people are stressed and upset, they want to know that
you care before they care what you know.
When people are stressed and upset, they want to know that
you care before they care what you know.
Trust Model: Will Rodgers Quote
Trust Model: Will Rodgers Quote
Copyright, Dr. V Covello, Center for Critical Communication
ShiftShift
• Competence to Caring• Competence to Caring
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Assessed in first 9-30 seconds
Assessed in first 9-30 seconds
Listening/Caring/
Empathy50%
Competence/Expertise 15-20%
Honesty/ Openness
15-20%
AllOther Factors
15-20%
Trust Factors in High Stress Situations
Trust Factors in High Stress Situations
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: CCO
If “CCO”, then:
(1) ….(2) ….(3) ….
Exercise: CCO
If “CCO”, then:
(1) ….(2) ….(3) ….
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
Critical Communication: Key Messages
Critical Communication: Key Messages
Copyright, Dr. V Covello, Center for Critical Communication
1N=3P Template1N=3P Template
1N = 3P (Negative Dominance)• In high stress situations, one
negative equals a minimum of three positives.
1N = 3P (Negative Dominance)• In high stress situations, one
negative equals a minimum of three positives.
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: 1N=3P
If “1N=3P”, then:
(1) ….(2) ….(3) ….
Exercise: 1N=3P
If “1N=3P”, then:
(1) ….(2) ….(3) ….
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
1N=3P (Negative Dominance)
1N=3P (Negative Dominance)
• Avoid absolutes • (e.g., never, always)
• Avoid Unnecessary negatives • (e.g., no, not, never, nothing, none)
• 7 Part “Bad News” Template
• Avoid absolutes • (e.g., never, always)
• Avoid Unnecessary negatives • (e.g., no, not, never, nothing, none)
• 7 Part “Bad News” Template
Copyright, Dr. V Covello, Center for Critical Communication
Bad News (1N = 3P) Template
Bad News (1N = 3P) Template
1. Positive (e.g., listening, caring, empathy, compassion)
2. State Negative
3. P (1)
1. Positive (e.g., listening, caring, empathy, compassion)
2. State Negative
3. P (1)
4. P (2)
5. P (3)
6. P (4)
7. Follow up
4. P (2)
5. P (3)
6. P (4)
7. Follow up
Copyright, Dr. V Covello, Center for Critical Communication
• Primacy/Recency• AGL-4• Rule of 3
• Primacy/Recency• AGL-4• Rule of 3
High Stress Communication: Templates
High Stress Communication: Templates
Copyright, Dr. V Covello, Center for Critical Communication
• Primacy/Recency• AGL-4• Rule of 3
• Primacy/Recency• AGL-4• Rule of 3
High Concern Communication:Templates
High Concern Communication:Templates
Copyright, Dr. V Covello, Center for Critical Communication
Primacy/Recency
Shift From: linear (e.g., 1, 2, 3…)To: first/last (e.g., 1, 3, 2)
(primacy/recency)
Primacy/Recency
Shift From: linear (e.g., 1, 2, 3…)To: first/last (e.g., 1, 3, 2)
(primacy/recency)
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: Primacy/Recency
If “primacy/recency”, then:
(1) ….(2) ….(3) ….
Exercise: Primacy/Recency
If “primacy/recency”, then:
(1) ….(2) ….(3) ….
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
• Primacy/Recency• AGL-4• Rule of 3
• Primacy/Recency• AGL-4• Rule of 3
High Stress Communication: Templates
High Stress Communication: Templates
Copyright, Dr. V Covello, Center for Critical Communication
AGL-4(Average grade level minus four)
High Stress Shift From: AGLTo: AGL-4
AGL-4(Average grade level minus four)
High Stress Shift From: AGLTo: AGL-4
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: AGL-4
If “AGL-4, then:
(1) ….(2) ….(3) ….
Exercise: AGL-4
If “AGL-4, then:
(1) ….(2) ….(3) ….
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
• Primacy/Recency• AGL-4• Rule of 3
• Primacy/Recency• AGL-4• Rule of 3
High Concern Communication: Templates
High Concern Communication: Templates
Copyright, Dr. V Covello, Center for Critical Communication
Rule of 3
High Stress Shift From: 7 or more message pointsTo: 3 message points
Rule of 3
High Stress Shift From: 7 or more message pointsTo: 3 message points
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: Rule of 3
If “rule of 3”, then:
(1) ….(2) ….(3) ….
Exercise: Rule of 3
If “rule of 3”, then:
(1) ….(2) ….(3) ….
Critical/High Stress Critical/High Stress CommunicationCommunication
Critical/High Stress Critical/High Stress CommunicationCommunication
Copyright, Dr. V Covello, Center for Critical Communication
Rule of 3Rule of 3
• Everything in Threes– Three Key Messages
– Key Message Repeated Three Times (e.g., Triple T Model)
– Each Message Supported by Three Supporting Messages
• Everything in Threes– Three Key Messages
– Key Message Repeated Three Times (e.g., Triple T Model)
– Each Message Supported by Three Supporting Messages
Copyright, Dr. V Covello, Center for Critical Communication
Concern/ Question
Key Message 1
Key Message 2
Key Message 3
SF1
SF2
SF3
SF1
SF2
SF3
SF1
SF2
SF3
Concern/ Question
Key Message 1
Key Message 2
Key Message 3
SF1
SF2
SF3
SF1
SF2
SF3
SF1
SF2
SF3
Message MapMessage Map
Copyright, Dr. V Covello, Center for Critical Communication
Key Word Message Map 1Message Map
Stakeholder:Question/Concern
Key Message 1
I came
Key Message 2
I saw
Key Message 3
I conquered
Keywords:Supporting
Fact 1.1
Longjourney
Keywords:Supporting
Fact 1.3
Arrived safely
Keywords:Supporting
Fact 1.2
Heavy
Losses
Keywords:Supporting
Fact 2.1
Large armies
Keywords:Supporting
Fact 2.2
Well armed
Keywords:Supporting
Fact 2.3Well
positioned
Keywords:Supporting
Fact 3.1
Engage
Keywords:Supporting
Fact 3.2
Fought bravely
Keywords:Supporting
Fact 3 Defeated enemy
The journey was long and hard.
The enemy armies were
large.
We arrived safely.
We suffered heavy losses.
They were well armed.
They were well
positioned.
We engaged them
immediately.
Our men fought
bravely.
The enemy was (totally)
defeated.
Copyright, Dr. V Covello, Center for Critical Communication
Key Word Message Map 1West Nile
Virus Map
Key Message“Remove Standing Water”
Key Message“Wear Protective Clothing”
Key Message“Use Insect Repellent
Support-ing Fact
1.1
Support-ing Fact
1.3
Support-ing Fact
1.2
Support-ing
Fact 2.1
Support-ing Fact
2.2
Support-ing Fact
2.3
Support-ing Fact
3.1
Support-ing Fact
3.2
:
Support-ing Fact
3.3
Unattended swimming pool/old tires
Long Sleeves
Cat/Dog Dishes
Flower Pots/Bird
Bath
Long Pants
Dusk and Dawn
DEET
23%
No Substitutes
Copyright, Dr. V Covello, Center for Critical Communication
Exercise: Rule of 3 and Primacy/Recency
If “rule of 3” and “primacy/recency,” then:
(1) ….(2) ….(3) ….
Exercise: Rule of 3 and Primacy/Recency
If “rule of 3” and “primacy/recency,” then:
(1) ….(2) ….(3) ….
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
VisualsVisuals
• High quality visuals can increase message attention, understanding, and retention by over 50%.– Visuals include:
• Graphics (e.g., charts and drawings)• Analogies• Examples• Photographs
• High quality visuals can increase message attention, understanding, and retention by over 50%.– Visuals include:
• Graphics (e.g., charts and drawings)• Analogies• Examples• Photographs
Copyright, Dr. V Covello, Center for Critical Communication
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Message Enhancements
• Visuals• Stories• Citations to Credible Third Parties
Critical/High Stress Communication
Critical/High Stress Communication
Copyright, Dr. V Covello, Center for Critical Communication
Credibility LadderCredibility Ladder
Most Credible
Least Credible
Most Credible
Least Credible
High Credibility
Medium Credibility
Low Credibility
High Credibility
Medium Credibility
Low Credibility
Copyright, Dr. V Covello, Center for Critical Communication
ShiftShift
• From– One credible source
• To:– 3 plus credible sources
• From– One credible source
• To:– 3 plus credible sources
Copyright, Dr. V Covello, Center for Critical Communication
Credibility TransferenceCredibility Transference
“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”
“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”
Copyright, Dr. V Covello, Center for Critical Communication
Credibility ReversalCredibility Reversal
“When a lower source attacks the credibility of a higher source, the lower source loses further credibility.
The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.”
“When a lower source attacks the credibility of a higher source, the lower source loses further credibility.
The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.”
Copyright, Dr. V Covello, Center for Critical Communication
Credibility Ladder: Environment
Credibility Ladder: Environment
Most Credible
Least Credible
Most Credible
Least Credible
Respected local citizensNon-management employeesEducatorsHealthcare workersMediaActivist groupsIndustry officialsGovernment officialsPaid consultants
Respected local citizensNon-management employeesEducatorsHealthcare workersMediaActivist groupsIndustry officialsGovernment officialsPaid consultants
Copyright, Dr. V Covello, Center for Critical Communication
92%
51%
29%
0%
100%
Supervisor Top Executive Union Rep
Preferred SourcesPreferred Sources
Source: Julie Foehrenbach and Karn Rosenberg, “How are We Doing?” Journal of Communication Management, vol.. 12, no. 1, 1983, pp. 3-11
Copyright, Dr. V Covello, Center for Critical Communication
I.D.K. (I Don’t Know) Template
I.D.K. (I Don’t Know) Template
• Repeat the question
• Say you don’t know, or:– Can’t answer– Wish you could
answer
• Repeat the question
• Say you don’t know, or:– Can’t answer– Wish you could
answer
• Give the reason(s) why you don’t know or can’t answer
• Indicate follow-up with a deadline
• Bridge to what you can say, such as core messages
• Give the reason(s) why you don’t know or can’t answer
• Indicate follow-up with a deadline
• Bridge to what you can say, such as core messages
Copyright, Dr. V Covello, Center for Critical Communication
High Stress Communication: Templates
High Stress Communication: Templates
• 27/9/3• CCO• 1N=3P • Primacy/
Recency
• 27/9/3• CCO• 1N=3P • Primacy/
Recency
• AGL-4• Rule of 3 • IDK
• AGL-4• Rule of 3 • IDK
Copyright, Dr. V Covello, Center for Critical Communication
Special Case TemplatesSpecial Case Templates
• Guarantee Template
• False Allegation Template
• Worst Case Template
• Guarantee Template
• False Allegation Template
• Worst Case Template
Copyright, Dr. V Covello, Center for Critical Communication
Special Case TemplatesSpecial Case Templates
• Guarantee Template
• False Allegation Template
• Worst Case Template
• Guarantee Template
• False Allegation Template
• Worst Case Template
Copyright, Dr. V Covello, Center for Critical Communication
Guarantee TemplateGuarantee Template
• “Can you guarantee….?”• Pointers/Tips:
– Treat the question as a question about the future
– Bridge from “the future” to the “present”– Provide information about what you can
guarantee: e.g., known facts, processes, procedures, efforts, actions, commitments.
• “Can you guarantee….?”• Pointers/Tips:
– Treat the question as a question about the future
– Bridge from “the future” to the “present”– Provide information about what you can
guarantee: e.g., known facts, processes, procedures, efforts, actions, commitments.
Copyright, Dr. V Covello, Center for Critical Communication
Guarantee Template: Pointers and Traps
Guarantee Template: Pointers and Traps
• Avoid saying:– “There are no guarantees”– You can “guarantee” an outcome or
result– “No comment”
• Avoid saying:– “There are no guarantees”– You can “guarantee” an outcome or
result– “No comment”
Copyright, Dr. V Covello, Center for Critical Communication
Guarantee Template: Guarantee Template:
• Main Point– Bridge to known facts, processes,
procedures, efforts, actions, or commitments.
• Main Point– Bridge to known facts, processes,
procedures, efforts, actions, or commitments.
Copyright, Dr. V Covello, Center for Critical Communication
Guarantee TemplateGuarantee Template
• “What I can guarantee is. . .”
• “What I can assure you is. . .”
• “What I can tell you is. . .”
• “What I can guarantee is. . .”
• “What I can assure you is. . .”
• “What I can tell you is. . .”
Copyright, Dr. V Covello, Center for Critical Communication
Special Case TemplatesSpecial Case Templates
• Guarantee Template
• False Allegation Template
• Worst Case Template
• Guarantee Template
• False Allegation Template
• Worst Case Template
Copyright, Dr. V Covello, Center for Critical Communication
False Allegation TemplateFalse Allegation Template
“Repetition of a negative (e.g. a false allegation, charge, criticism, or accusation) - even to refute it – often reinforces and reaffirms the negative.”
“Repetition of a negative (e.g. a false allegation, charge, criticism, or accusation) - even to refute it – often reinforces and reaffirms the negative.”
Copyright, Dr. V Covello, Center for Critical Communication
False Allegation TemplateFalse Allegation Template
Main Points:
• Don’t repeat the allegation
• Do use the opposite of the false allegation, accusation, criticism, or negative in your response
Main Points:
• Don’t repeat the allegation
• Do use the opposite of the false allegation, accusation, criticism, or negative in your response
Copyright, Dr. V Covello, Center for Critical Communication
False AllegationsFalse Allegations
Allegation• Liar
• Baby killer
• Negligent
• Criminal
• Con Artist
• Incompetent
Allegation• Liar
• Baby killer
• Negligent
• Criminal
• Con Artist
• Incompetent
Opposite• …
• …
• …
Opposite• …
• …
• …
Copyright, Dr. V Covello, Center for Critical Communication
Special Case TemplatesSpecial Case Templates
• Guarantee Template
• False Allegation Template
• Worst Case Template
• Guarantee Template
• False Allegation Template
• Worst Case Template
Copyright, Dr. V Covello, Center for Critical Communication
Worst Case TemplateWorst Case Template
Main Point: • Bridge from what if to what is.
Main Point: • Bridge from what if to what is.
Copyright, Dr. V Covello, Center for Critical Communication
Special TopicsSpecial Topics
• Non-Verbal Communication
• Risk Perceptions
• Bridging
• Non-Verbal Communication
• Risk Perceptions
• Bridging
Copyright, Dr. V Covello, Center for Critical Communication
Special TopicsSpecial Topics
• Non-Verbal Communication
• Risk Perceptions
• Bridging
• Non-Verbal Communication
• Risk Perceptions
• Bridging
Copyright, Dr. V Covello, Center for Critical Communication
Non-Verbal CommunicationNon-Verbal Communication
• Shift in Message Attention– From: Verbal Communication
– To: Non-verbal communication
• Shift in Message Attention– From: Verbal Communication
– To: Non-verbal communication
Copyright, Dr. V Covello, Center for Critical Communication
Non-Verbal CommunicationNon-Verbal Communication
• People judge the messenger before they judge the message
• People judge the messenger primarily in terms of trust
• Trust is judged primarily through actions, body language, and verbal communication.
• People judge the messenger before they judge the message
• People judge the messenger primarily in terms of trust
• Trust is judged primarily through actions, body language, and verbal communication.
Copyright, Dr. V Covello, Center for Critical Communication
Non-Verbal CommunicationNon-Verbal Communication
• 75% Rule
• Negative Dominance Rule
• Cultural Meaning Rule
• 75% Rule
• Negative Dominance Rule
• Cultural Meaning Rule
Copyright, Dr. V Covello, Center for Critical Communication
Non-Verbal CommunicationNon-Verbal Communication
• Eyes
• Hands
• Posture
• Eyes
• Hands
• Posture
Dress, appearance, voice, etc.
Dress, appearance, voice, etc.
Copyright, Dr. V Covello, Center for Critical Communication
Special TopicsSpecial Topics
• Non-Verbal Communication
• Risk Perceptions
• Bridging
• Non-Verbal Communication
• Risk Perceptions
• Bridging
Copyright, Dr. V Covello, Center for Critical Communication
Critical Communications: High Concern (HC) ShiftsCritical Communications: High Concern (HC) Shifts
Risk Perception: • Shift from facts (data, studies) to
perceptions
Risk Perception: • Shift from facts (data, studies) to
perceptions
Copyright, Dr. V Covello, Center for Critical Communication
Perceptions of Risk: Concern/Outrage Factors
Perceptions of Risk: Concern/Outrage Factors
1. Trustworthy sources
2. Substantial benefits
3. Controllable
4. Voluntary
5. Fair/Equitable
1. Trustworthy sources
2. Substantial benefits
3. Controllable
4. Voluntary
5. Fair/Equitable
6. Natural origin
7. Familiar
8. Not dreaded
9. Certainty
10.Children not victims
6. Natural origin
7. Familiar
8. Not dreaded
9. Certainty
10.Children not victims
Lower ConcernLower Concern
Copyright, Dr. V Covello, Center for Critical Communication
Perceptions of Risk: Concern/Outrage Factors
Perceptions of Risk: Concern/Outrage Factors
1. Untrustworthy sources
2. Few benefits3. Uncontrollable4. Involuntary5. Unfair/
inequitable
1. Untrustworthy sources
2. Few benefits3. Uncontrollable4. Involuntary5. Unfair/
inequitable
6. Human origin7. Unfamiliar/exotic8. Dreaded9. Uncertainty10.Children as
victims
6. Human origin7. Unfamiliar/exotic8. Dreaded9. Uncertainty10.Children as
victims
Higher ConcernHigher Concern
Copyright, Dr. V Covello, Center for Critical Communication
Perceptions of RiskOutrage Factors
Perceptions of RiskOutrage Factors
Lower Perceived Critical
11.Not memorable12.Moral / ethical13.Clear non-verbal
signals14.Responsive15.Random / scattered16.Low media coverage17.Victims as statistics18.Immediate effects19.Effects reversible20.Understood science
Lower Perceived Critical
11.Not memorable12.Moral / ethical13.Clear non-verbal
signals14.Responsive15.Random / scattered16.Low media coverage17.Victims as statistics18.Immediate effects19.Effects reversible20.Understood science
Higher Perceived Critical
MemorableImmoral / unethicalMixed non-verbal signalsNon-responsiveCatastrophicHigh media coverageVictims as peopleDelayed effectsEffects irreversibleMisunderstood science
Higher Perceived Critical
MemorableImmoral / unethicalMixed non-verbal signalsNon-responsiveCatastrophicHigh media coverageVictims as peopleDelayed effectsEffects irreversibleMisunderstood science
Copyright, Dr. V Covello, Center for Critical Communication
Perceptions of CriticalPerceptions of Critical
• Factor– Trust– Benefit– Control
• Factor– Trust– Benefit– Control
• Weight– 2000– 1000– 1000
• Weight– 2000– 1000– 1000
Weighting FactorsWeighting Factors
Copyright, Dr. V Covello, Center for Critical Communication
Trust/Benefits/ControlTrust/Benefits/Control• Trust
• Caring• Competence• Honesty
• Benefits of Recommendations or Proposed Actions
• Societal• Community• Personal
• Control• Choice• Voice• Knowledge (e.g. things for
people to do)
• Trust• Caring• Competence• Honesty
• Benefits of Recommendations or Proposed Actions
• Societal• Community• Personal
• Control• Choice• Voice• Knowledge (e.g. things for
people to do)
Copyright, Dr. V Covello, Center for Critical Communication
Special TopicsSpecial Topics
• Non-Verbal Communication
• Risk Perceptions
• Bridging
• Non-Verbal Communication
• Risk Perceptions
• Bridging
Copyright, Dr. V Covello, Center for Critical Communication
Bridging StatementsBridging Statements
• Example Statements1. The most important thing for people to
know is. . .
2. What this all boils down to is. . .
3. What needs to be emphasized is. . .
• Example Statements1. The most important thing for people to
know is. . .
2. What this all boils down to is. . .
3. What needs to be emphasized is. . .
Copyright, Dr. V Covello, Center for Critical Communication
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
Critical Communication: Key Messages
Critical Communication: Key Messages
Copyright, Dr. V Covello, Center for Critical Communication
Critical Communication Strategy
Critical Communication Strategy
• APP Model1. Anticipate
2. Prepare
3. Practice
• APP Model1. Anticipate
2. Prepare
3. Practice
Copyright, Dr. V Covello, Center for Critical Communication
APP ModelAPP Model
• Anticipate1. High stress issues and topics
2. Stakeholders
3. Questions and concerns
• Anticipate1. High stress issues and topics
2. Stakeholders
3. Questions and concerns
Copyright, Dr. V Covello, Center for Critical Communication
APP ModelAPP Model
• Prepare1. Messages
2. Messengers
3. Means
• Prepare1. Messages
2. Messengers
3. Means
Copyright, Dr. V Covello, Center for Critical Communication
APP ModelAPP Model
• Prepare1. Messages
2. Messengers
3. Means
• Prepare1. Messages
2. Messengers
3. Means
Copyright, Dr. V Covello, Center for Critical Communication
APP ModelAPP Model
• Prepare1. Messages
2. Messengers
3. Means
• Prepare1. Messages
2. Messengers
3. Means
Copyright, Dr. V Covello, Center for Critical Communication
MeansMeans
• Controlling for other variables, the larger the audience, the more diverse the audience, the less effective the high stress communication.
• Controlling for other variables, the larger the audience, the more diverse the audience, the less effective the high stress communication.
Copyright, Dr. V Covello, Center for Critical Communication
Fear of Public SpeakingFear of Public Speaking
• Icebreakers• Presentation skills• Anonymous
suggestion box• Small workgroups• Information
exchanges
• Icebreakers• Presentation skills• Anonymous
suggestion box• Small workgroups• Information
exchanges
• Humor(?)• Opportunities
afterwards for follow-up questions/ discussion
• Humor(?)• Opportunities
afterwards for follow-up questions/ discussion
Copyright, Dr. V Covello, Center for Critical Communication
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
• Critical communication is a science-based discipline
• High stress situations change the rules of communication
• The key to success is anticipation, preparation, and practice (APP)
Critical Communication: Key Messages
Critical Communication: Key Messages