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Transcript of Risk Communication From Awareness to Action 1 thing.com.
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Risk CommunicationFrom Awareness to Action
www.do1thing.com
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Risk Communication
Public EducationWarning/Emergency Information
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Public Response
52% of families don’t have an emergency plan
51% would not know what to do if told to “shelter in place”
36% say they have done nothing to prepare
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Public Response
3 out of 5 say they would not follow emergency instructions in a smallpox incident
2 out of 5 would not follow instructions in a dirty bomb incident
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Aware
Intend not to act
Intend to act
Action
Information/Warning given
The Process
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The ProcessOfficials Public
Provide information
ReceiveUnderstandBelieve
Awareness
Reinforce w/ text, pictures, maps, sources
Personalize Confirm with othersWeigh credibilityAssess own ability
Intention
Clear directionsExpected consequences
Outcome expectancyCost/BenefitTrust
Action
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Intention
43% have disaster supply kit31% intend to make a kit26% do not intend, or had not
considered making a kit
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Factors
People who do not trust public officials are half as likely to obey emergency instructions
People who lack trust are often the same people who lack resources
Caring/Empathy
Honesty/ Openness
Commitment/ Dedication
Competence/ Expertise
Factors in Public Trust
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Factors
The older someone is, the less likely they are to follow emergency instructions
It takes three messages (or a message and two confirming sources) to move most people to action“Believing a warning message increases the likelihood of responding
to it.” - Dennis Mileti
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Effective Messages
Specific Frequent Certain Delivered by
multiple media Confirmed by other
sources
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Knowledge/beliefs about
disaster, disease & behaviorsInformation sources
Perceptions of local ecology/ environment
Actions of local government
Individual’s Risk
Perception
Action
Socio-economic
status
Race
Education
Gender
Eve Gruntfest: Risky Business
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“It isn’t what we don’t know that kills us, it’s what we
know that ain’t so.”Mark Twain
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Intention + Resources = Action
Intend to act Intend not to act
Intend to act Intend not to act
Resources Resources
No resources No resources
WON’T
CA
N’T
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Intend not to act Don’t believe they
will be personally affected by disaster (54%)
Preparedness won’t be effective (45%)
Haven’t thought about it (52%)
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Intend not to act
Too expensive (37%)
Too time consuming (35%)
Don’t know how (44%)
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Intend not to act
Perception Solution
CredibilityOutcome expectancy
Good public information principles
PersonalizationComplacency Trust
Participation Social justice Empowerment
Hazard anxietyHelplessnessCost/benefit
Pre-incident programs
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For yourself, your family and your
community
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Resources University of Colorado Natural Hazards Center. (2005). Quick
Response Research Report 178: Evacuation Behavior in Response to the Graniteville SC Chlorine Spill.
Mileti, Dennis and Elwood Beck. (1975). “Communication in Crisis: Explaining Evacuation Symbolically.” Communication Research, 2, 24-49.
Center for Advancement of Collaborative Strategies in Health. (2004). “Redefining Readiness.”
Hart Research Associates. (2005). “The Aftershock of Katrina: Public Not Moved to Prepare.”
Covello, Vincent. (2006) “Risk Communication and Message Mapping.” Journal of Emergency Management, 4 (3), 25-40
Green, Marc. The Psychology of Warning. Visual Expert Human Factors. <www.visualexpert.com/Resources/psychwarnings.html>
Gruntfest, Eve. (2002). Toward Improved Understanding of Warning (Abstract). US WRP Warm Season Precipitation Workshop.<box.mmm.ucar.edu/uswrp/warmseasonabstracts/gruntfest.htm>
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Resources Paton, Douglas, Leigh Smith and David Johnston. “When Good
Intentions Turn Bad: Promoting Natural Hazard Preparedness.” Australian Journal of Emergency Management February 2005. <www.ema.gov.au>
Gordon, Rob. (2006). “Acute responses to emergencies: findings and observations of 20 years in the field.” Australian Journal of Emergency Management, 21 (1), 17-22.
Ripley, Amanda. (2006). “Floods, Tornadoes, Hurricanes, Wildfires, Earthquakes…Why We Don’t Prepare.” Time 20 Aug 2006. <www.time.com/time/magazine>
Perry, Ronald, Michael Lindell, and Marjorie Greene. (1982). “Crisis Communications: Ethnic Differentials in Interpreting and Acting on Disaster Warnings.” Social Behavior and Personality, 10 (1), 97-104.
Tarrant, Michael. (2006). “Risk and Emergency Management.” Australian Journal of Emergency Management, 21 (1), 9-14.
Gruntfest, Eve. (2005). “Risky Business: Innovations in Natural Hazards Public Education Based on Research and Practice.” <http://www.uccs.edu/~geogenvs/ecg/presentations.htm>