RISK COMMUNICATION

RISK COMMUNICATION - RISK COMMUNICATION HOW TO CONVEY...

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1 HOW TO CONVEY CONTROVERSIAL OR SENSITIVE HEALTH AND SAFETY INFORMATION TO A CONCERNED AUDIENCE Joan M. Culley, PhD, MPH, RN, CWOCN RISK COMMUNICATION 2 HOW TO COMMUNICATE EFFECTIVELY IN A THREATNED WORLD National Center for Food Protection and Defense Contributors Vincent Covello, Director, Center for Risk Communication, http://www.centerforriskcommunication.com/home.htm William Hueston, Director, Center for Animal Health and Food Safety, University of Minnesota, Twin Cities, Minnesota Peter Sandman, Risk Communication specialist, www.psandman.com Steven Venette, Associate Professor, Communications Department, University of Southern Mississippi, Hattiesburg, MS OBJECTIVES • Describe principles of risk communication to groups and individuals affected by exposure during a MCI • Define risk communication and its role in informing the public • Discuss examples of risk communication used by government agencies in describing terrorist events over this past year • Utilize risk communication skills to produce a 30 second sound bite for local media coverage of a terrorist event • Utilize risk communication skills to communicate effectively with family and friends information regarding CBRNE 4 5 YOU CANNOT SIMPLY DISSEMINATE INFORMATION • Public fear and concern about exposures to safety and health hazards has increased • Demand for risk information has increased • It is now your job to explain risk to your families, friends and to the public WHAT IS RISK COMMUNICATION A science-based approach for communicating effectively in high concern, low trust, sensitive, or controversial situations 6
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7 GOALS • Increase knowledge and understanding • Enhance trust and credibility • Resolve conflict 8 A communication crisis begins as a result of a perceived, potential, or actual threat to personal safety and health WHAT WE KNOW • The early release of information, even if it is negative, leads to improved job performance ratings • The early release of information reduces potential controversy and sets the stage for resolution “Information is an antidote to panic, not its cause.” 9 WHY IS RISK COMMUNICAITON IMPORTANT? • To ensure public health and emergency response professionals accurately communicate risk information • To provide understandable information • To maintain trust and credibility 10 SOCIAL AMPLIFICATION OF RISK • Reporting of incidents in the media can ‘amplify’ public concern about certain risks (e.g. plane crashes) • The Internet heightens efficiency in the social amplification of risk and the social attenuation of risk • The amplification of risks, for example (Anthrax) can contribute to a crisis 11 THREE KEY RISK COMMUNICATION CONCEPTS 12 G=T+K Goal = Trust +Knowledge P=R Perception = Reality C=S Communication = Skill
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BARRIERS TO EFFECTIVE RISK COMMUNICAITON • Lack of scientific understanding • Lack of trust and credibility of the information sources • “Mental noise” 13 MENTAL NOISE • In the presence of perceived threat, there is
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This note was uploaded on 02/16/2011 for the course NURS 504 taught by Professor Culley during the Spring '11 term at South Carolina.

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RISK COMMUNICATION - RISK COMMUNICATION HOW TO CONVEY...

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