008. Covello, Best Practices

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    JournalofHealthCommunication,8:58,2003Copyright#Taylor&FrancisInc.ISSN:1081-0730print/1087-0415onlineDOI:10.1080/10810730390224802

    BestPracticesinPublicHealthRiskandCrisisCommunication

    VINCENTT.COVELLO,PhD

    Director,CenterforRiskCommunication,NewYork,NewYork,USA

    TheWorldTradeCentertragedyofSeptember11,2001,thesubsequentanthraxattacks,andotherrecenteventshaveheightenedpublichealthagenciesawarenessoftheneedtoenhancetheirriskandcrisiscommunicationskills.Thethreatofchemicalandbiologicalweapons,andtheriskposedtohumanpopulations,presentsauniqueoppor-tunityforpublichealthagenciestoassessandelevatetheirlevelofcommunication

    preparednessforallriskandcrisisscenarios.Followingisachecklistofbestpracticesthatshouldbeincludedinanypublichealthriskandcrisiscommunicationplan.

    BestPractice1.AcceptandInvolveStakeholdersasLegitimatePartners

    Guidelines:

    *Demonstraterespectforpersonsaffectedbyriskmanagementdecisionsbyinvolvingthemearly,beforeimportantdecisionsaremade.*Involveallpartiesthathaveaninterestorastakeintheparticularrisk.

    *Includeinthedecision-makingprocessthebroadrangeoffactorsinvolvedin

    determiningpublicperceptionsofrisk,concern,andoutrage.*Useawiderangeofcommunicationchannelstoengageandinvolvestakeholders.*Adheretothehighestethicalstandards;recognizethatpeopleholdyouprofessionallyandethicallyaccountable.*Striveformutuallybenecialoutcomes.

    BestPractice2.ListentoPeople

    Guidelines:

    *Beforetakingaction,ndoutwhatpeopleknow,think,orwantdoneaboutrisks.Usetechniquessuchasinterviews,facilitateddiscussiongroups,informationexchanges,availabilitysessions,advisorygroups,toll-freenumbers,andsurveys.*Letallpartieswithaninterestorastakeintheissuebeheard.*Letpeopleknowthatwhattheysaidhasbeenunderstoodandtellthemwhatactions

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    willfollow.*Empathizewithyouraudienceandtrytoputyourselfintheirplace.*Acknowledgethevalidityofpeoplesemotions.

    AddresscorrespondencetoVincentT.Covello,PhD,Director,CenterforRiskCommunication,29WashingtonSqW,Ste2A,NewYork,NY10011,USA.E-mail:[email protected]

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    *Emphasizecommunicationchannelsthatencouragelistening,feedback,participation,

    anddialogue.*Recognizethatcompetingagendas,symbolicmeanings,andbroadersocial,cultural,

    economic,orpoliticalconsiderationsmaycomplicateriskcommunication

    BestPractice3.BeTruthful,Honest,Frank,andOpen

    Guidelines:

    *Discloseriskinformationassoonaspossible;llinformationvacuums.*Ifinformationisevolvingorincomplete,emphasizeappropriatereservationsaboutitsreliability.*Ifindoubt,leantowardsharingmoreinformation,notlessorpeoplemaythink

    somethingsignicantisbeinghiddenorwithheld.*Ifyoudontknoworareunsureaboutananswer,expresswillingnesstogetbacktothe

    questionerwitharesponsebyanagreedupondeadline.Donotspeculate.*Discussdataandinformationuncertainties,strengths,andweaknessesincludingthoseidentiedbyothercrediblesources.*Identifyworst-caseestimatesassuch,andciterangesofriskestimateswhenappropriate.*Donotminimizeorexaggeratethelevelofrisk;donotover-reassure.*Iferrorsaremade,correctthemquickly.

    BestPractice4.Coordinate,Collaborate,andPartnerwithOtherCredibleSources

    Guidelines:

    *Coordinateallinter-organizationalandintra-organizationalcommunications.*Devoteeffortandresourcestotheslow,hardworkofbuildingpartnershipsandalli-

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    anceswithotherorganizations.*Usecredibleandauthoritativeintermediariesbetweenyouandyourtargetaudience.*Consultwithotherstodecidewhoisbestabletotaketheleadinrespondingto

    questionsorconcernsaboutrisks.Documentthosedecisions.*Citecrediblesourcesthatbelievewhatyoubelieve;issuecommunicationswithor

    throughothertrustworthysources.*Donotattackindividualsororganizationswithhigherperceivedcredibility.

    BestPractice5.MeettheNeedsoftheMedia

    Guidelines:

    *Beaccessibletoreporters;respecttheirdeadlines.*Preparealimitednumberofkeymessagesbeforemediainteractions;takecontroloftheinterviewandrepeatyourkeymessagesseveraltimes.*Keepinterviewsshort.Agreewiththereporterinadvanceaboutthespecictopicof

    theinterviewandsticktothistopicduringtheinterview.*Sayonlywhatyouwantthemediatorepeat;everythingyousayisontherecord.*Tellthetruth.*Providebackgroundmaterialsaboutcomplexriskissues.

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    BestPractices7

    *Provideinformationtailoredtotheneedsofeachtypeofmedia.Forexample,

    provide

    soundbitesandvisualsfortelevision.*Ifyoudonotknowtheanswertoaquestion,focusonwhatyoudoknowandtellthe

    reporterwhatactionsyouwilltaketogetananswer.*Beawareof,andrespondeffectivelyto,mediapitfallsandtrapquestions.*Avoidsayingnocomment.*Followuponstorieswithpraiseorcriticism,aswarranted.*Worktoestablishlong-termrelationshipswitheditorsandreporters.

    BestPractice6.CommunicateClearlyandwithCompassion

    Guidelines:*Useclear,non-technicallanguageappropriatetothetargetaudience.*Usegraphicsandotherpictorialmaterialtoclarifymessages.*Personalizeriskdata.Usestories,narratives,examples,andanecdotestomaketech-

    nicaldatacomealive.*Avoidembarrassingpeople.*Respecttheuniquecommunicationneedsofspecialanddiverseaudiences.

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    *Expressgenuineempathy.Acknowledge,andsay,thatanyillness,injury,ordeathisatragedytobeavoided.*Avoidusingdistant,abstract,unfeelinglanguagewhendiscussingharm,deaths,

    injuries,andillnesses.*Acknowledgeandrespondinwords,gestures,andactionstoemotionsthatpeople

    express,suchasanxiety,fear,anger,outrage,andhelplessness.*Acknowledgeandrespondtothedistinctionsthatthepublicviewsasimportantinevaluatingrisks.*Useriskcomparisonstohelpputrisksinperspective;makesurethosecomparisonstakeintoaccountthedistinctionsthepublicconsidersimportant.*Identifyspecicactionsthatpeoplecantaketoprotectthemselvesandtomaintain

    controlofthesituationathand.*Alwaystrytoincludeadiscussionofactionsthatareunderwayorcanbetaken.*Besensitivetolocalnorms,suchasspeechanddress.

    *Striveforbrevity,butrespectrequestsforinformationandoffertoprovidedesiredinformationwithinaspeciedtimeperiod.*Onlypromisewhatyoucandeliver,thenfollowthrough.*Understandthattrustisearneddonotaskorexpecttobetrustedbythepublic.

    BestPractice7.PlanThoroughlyandCarefully

    Guidelines:

    *Beginwithclear,explicitobjectivessuchasprovidinginformation,establishing

    trust,encouragingappropriateactions,stimulatingemergencyresponse,orinvolvingstakeholdersindialogue,partnerships,andjointproblemsolving.*Identifyimportantstakeholdersandsubgroupswithintheaudience;respectdiversityanddesigncommunicationsforspecicstakeholders.*Recruitspokespersonswitheffectivepresentationandpersonalinteractionskills.*Trainstaffincludingtechnicalstaffinbasic,intermediate,andadvancedriskand

    crisiscommunicationskills.Recognizeandrewardoutstandingperformance.

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    8V.T.Covello

    *Anticipatequestionsandissues.*Prepareandpretestmessages.*Carefullyevaluateriskcommunicationeffortsandlearnfrommistakes.*Sharewhatyouhavelearnedwithothers.

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Copyright, Dr. V Covello, Center for Change/Risk Communication Core Slides Dr. Vincent T. Covello Director Center for Risk Communication New York, New.

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