Making the Science Make Sense - IPAC Canada · Making the Science Make Sense ... • Body language...

Public Health Ontario April 28, 2015

© 2015 R. Brecher / Trevor Smith Diggins 1

Making the Science Make Sense Top Ten Tips for Health Professionals


TREVOR SMITH DIGGINS

[email protected]

RONALD W. BRECHER, Ph.D., CChem, QPRA, DABT [email protected]

Conflict of Interest Declaration: Ronald Brecher

•  Part-time employee at Public Health Ontario •  Oct. 2014 – March 2015

•  Consultant to public and private sector •  Toxicology, risk assessment and risk communication advice

and training

•  Not aware of any conflicts related to this presentation •  This presentation represents my own views



Risk Communication and Public Health • Communication is a Public Health core competency

•  6.1 Communicate effectively with individuals, families, groups, communities and colleagues

•  6.2 Interpret information for professional, non-professional and community audiences

•  6.3 Mobilize individuals and communities by using appropriate media, community resources and social marketing techniques

•  6.4 Use current technology to communicate effectively

Risk Communication is…

• A research-based approach to communicating in risk controversies

•  Apathy or outrage •  Controversy •  Missing, confusing or conflicting information

• Peter Sandman (1994): •  “Watch out” and “Don’t worry” positions are challenging

to communicate o Most people are indifferent to most risks o  It is difficult to reduce concern about a ‘dreaded’ risk



Risk Examples •  Apathy or low awareness

•  Safe food handling •  Scooters •  Distracted driving •  Communicable diseases (handwashing, etc.)

•  Fear, controversy or outrage •  Ebola, smallpox, plague… •  Fluoridation of drinking water •  Vaccine safety •  Lyme disease •  Wind power safety

Risk Communication Goals

Increase understanding •  Awareness •  Comprehension •  Facts and myths •  Appropriate action

Build credibility over time •  Spokesperson •  Organization •  Information •  Process



Top 10 Tips 1.  Know your audience 2.  Consider communication barriers 3.  Build stakeholder capacity 4.  Acknowledge different learning styles 5.  Use communication planning tools

6.  Focus on your area of expertise 7.  Listen actively 8.  Validate underlying concerns 9.  Understand the impact of your words 10.  Manage non-verbal cues

#1: Know Your Audience

Stakeholder Analysis:

•  Who are they? (Audience segmentation) •  Where do they go for information? •  When do they want/need information? •  What is their knowledge of the issue? •  What are they likely to misunderstand? •  What are the perception influencers (cultural, social,

community, etc.)?



Stakeholder Focus

•  Public Health & safety, empathy, economics •  Politicians Action, accomplishments, next steps •  Victims Accountability, solutions •  Scientific Community Reliable data, peer review, process •  Activist Groups Credibility, justice, change, prevention

•  Media Human interest, scandal, victims

#2 Consider Communication Barriers •  Competing views

•  Scientific theories •  Urban myths •  Jurisdiction and responsibility •  Advocacy or lobbying •  Cultural differences

•  Limited technical understanding •  science and literacy / numeracy •  jargon and technical terms / acronyms •  perceptions of risk

•  Trust and credibility

•  Culture of fear



Global Concerns

• Global recession • Terrorism • Wars • Natural Disasters • Ebola • Climate Change

Community Concerns •  Local Economics

•  Taxes •  Property values •  Unemployment

•  Environment •  Pesticides •  Road salt

•  Urban Growth •  Waste management •  Infrastructure aging

•  Power Generation •  Wind power •  Shale gas

•  Doctor Shortage •  Crime



Personal Concerns •  Economic stability

•  Income security •  Debt management •  Retirement planning

•  Health •  Product and medication safety •  Environmental or occupational hazards •  Cancer and other chronic disease

•  Lifestyle •  Tobacco and alcohol •  Exercise •  Nutrition

#3 Build Stakeholder Capacity

•  Start early; finish late •  Benchmark understanding and perception •  Develop spokesperson skills •  Build technical understanding

•  Set expectations, invite feedback •  Address misperceptions •  Provide plain language documents •  Schedule regular opportunities for dialogue



•  Simple graphics •  Charts •  Pictures

•  Clear messages •  Repeatable points •  A/V examples

•  Hands-on learning •  Samples, exercises •  Handouts, resources

#4: Acknowledge Different Learning Styles

#5: Use Communication Planning Tools

•  The Response Matrix •  Planning tool for preparing responses to stakeholder concerns

•  Spokesperson Protocol •  Confirm primary and secondary spokespersons •  Response Matrix maintenance

•  The Message Model •  Delivering effective responses to questions •  Useful in high-concern, low-trust situations



Message Model (oral)

Validate Underlying Concern

Legitimize relevance to stakeholder empathy

Key message Conclusion Truthful and concise

Supporting Facts Include credible third-party references

Key Message Repeat conclusion

Focus Forward Next steps and milestones Stakeholder impacts and actions

Opportunities for involvement Contacts, web links and other resources

#6: Focus on Your Area of Expertise

•  Stay in your lane •  Admit what you don’t know

•  Explain what you are doing to find out •  Refer to experts in other disciplines •  Align with credible third-party resources



#7 Listen Actively •  Give the questioner your full attention

•  Eye contact

•  Don’t judge – Don’t push back

•  Don’t rush to answer •  Allow venting to occur

•  Listen for the underlying concern and validate it

What Makes A Source Credible?

Source: V. Covello, Center for Risk Communications

Assessed in 30 seconds (or less)

Empathy & Caring

Honesty & Openness

Competence & Expertise

Dedication & Commitment



#8 Validate Underlying Concerns

•  PRIMARY •  Health and Safety •  Environment •  Economics •  Aesthetics

•  SECONDARY •  Fairness •  Process •  Accountability •  Legalities •  Data

Priorities may vary according to audience and issue

#9 Understand the Impact of Your Words •  Use plain language

•  Avoid speculation

•  Beware of message traps •  Value-laden words •  Speculation •  Judgment •  Hesitation •  Guarantees •  Blame



Using Language Intelligently

“Consequences of Erudite Vernacular Utilized Irrespective of Necessity”

Oppenheimer, Daniel M. (2005) Journal of Applied Cognitive Psych.

Simple language is seen as more “intelligent”

#10: Manage Non-verbal Cues

•  Tone and inflection have 5½ times more impact than words

•  Body language has 1½ times more impact than vocal elements

When people express feelings and attitudes:

Albert Mehrabian



Non-verbal Cues

•  Body Language ú  Stance ú  Arms, hands and legs ú  Stress responses ú  Hair ú  Eyes ú  Expressions ú  Head gestures

•  Props and devices •  Clothing •  Personal space, physical barriers •  Audible non-verbals

ú  Voice modulation ú  Sighs, ums, ahs ú  Nervous laughter

Improving Non-Verbal Skills

•  Observe others •  Watch for discrepancies •  Watch TV with the sound off

•  Observe yourself •  Record and play back in FF mode •  Count your ums and ahs •  Watch your eyes for clues

•  Role play



Questions and Answers



Making the Science Make Sense Top Ten Tips for Health Professionals


TREVOR SMITH DIGGINS

[email protected]

RONALD W. BRECHER, Ph.D., CChem, QPRA, DABT [email protected]

Making the Science Make Sense - IPAC Canada · Making the Science Make Sense ... • Body language...

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