risk perception: thinking vs. feeling
DESCRIPTION
The risk communicator works in the territory where "how people think" intersects with "how people feel" about any particular hazard.TRANSCRIPT
Risk perception:thinking vs. feeling *
By Rusty Cawley, APR | ColdCrisis.tv
* Condensed from the National Center for Food Protection and Defense’s “Risk Communicator Training for Food Defense Preparedness, Response & Recovery,” module 1, topic 2.
Ground zero
How people think
How people feel
‘U-phoria’
An exercise in risk perception from the NCFPD
Introducing … U-phoria!
• Developed by a leading university.
• Took 16 years to develop.
• Provides a boost in short-term memory.
• Pleasant feeling during times of stress.
• Lasts 24 to 36 hours.• Multiple trials.
Questions?
Yes!
Please remain standing if you are willing to take U-phoria if
the odds of the side effect are …
1 in a billion?
1 in a million?
1 in 100,000?
1 in 1,000?
1 in 100?
An absolute certainty?
The perception of risk varies with the individual who is considering the risk.
Three basic concepts
1. Everything involves risk.
2. We cannot achieve zero risk.
3. Options exist for managing risk.
Thinking
Hazard
Probability
Feeling
Consequences
Value
Thinking• Hazard• Probability
Feeling• Consequences• Value
• Crisis communication• Outrage management• Precaution advocacy
Risk = Hazard + Outrage
Crisis communication
‘Let’s get through this together.’
Hazard Outrage
Outrage management
‘Let’s work together to find a solution.’
Hazard
Outrage
Precaution advocacy
‘Watch out!’
Hazard
Outrage
ColdCrisis.tv