The Art of The Art of CommunicationCommunication

Communication is not a Communication is not a ScienceScience

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With thanks to Dr. Dale K. Pollet, LSU AgCenter

““ the vacuum created by a the vacuum created by a failure to communicate will failure to communicate will quickly be filled with quickly be filled with rumor, misrepresentation, rumor, misrepresentation, drivel, and poisondrivel, and poison””

ParkinsonParkinson’’s Second Laws Second LawDr. C. Dr. C. NorthcoteNorthcote ParkinsonParkinson

““It is morally wrong to perpetuate It is morally wrong to perpetuate ignorance and through ignorance ignorance and through ignorance ……fear!fear!””

Charlotte SineCharlotte SineExecutive Vice PresidentExecutive Vice PresidentMeister Publishing CompanyMeister Publishing Company

Definition of CommunicationDefinition of Communication

““The act and technique of using The act and technique of using words effectively and with grace words effectively and with grace in imparting onein imparting one’’s ideas.s ideas.””

The American Heritage Dictionary of The American Heritage Dictionary of the English Language the English Language

We are better informed, better We are better informed, better educated, and healthier than ever educated, and healthier than ever before in the history of mankind, yet before in the history of mankind, yet many people suffer from an almost many people suffer from an almost overwhelming anxiety about both today overwhelming anxiety about both today and the future. Is the world really a and the future. Is the world really a better place in 2002 than is was 60 better place in 2002 than is was 60 years ago, or are we slowly destroying years ago, or are we slowly destroying this planet by pollution and this planet by pollution and indifference?indifference?

Life Is In The Balance. Weighing the Questions of Risk and BenefLife Is In The Balance. Weighing the Questions of Risk and Benefit in it in TodayToday’’s World. s World. Elyse M. RogersElyse M. Rogers

Risk CommunicationRisk Communication

Risk communication is much more Risk communication is much more than merely disseminating than merely disseminating information. One must also be information. One must also be able to communicate the able to communicate the complexities and uncertainties of complexities and uncertainties of riskrisk

Seven Cardinal Rules of Risk Seven Cardinal Rules of Risk CommunicationCommunication

1.1. Plan carefully and evaluate your effortsPlan carefully and evaluate your efforts2.2. Accept and involve the public as a partnerAccept and involve the public as a partner3.3. Listen to the publicListen to the public’’s specific concernss specific concerns4.4. Be honest, frank, and openBe honest, frank, and open5.5. Work with other credible sourcesWork with other credible sources6.6. Meet the needs of the mediaMeet the needs of the media7.7. Speak clearly and with compassionSpeak clearly and with compassion

((CovelloCovello V, Allen F, 1988 V, Allen F, 1988 Seven Cardinal Seven Cardinal Rules of Risk CommunicationRules of Risk Communication.. .. USEPA, USEPA, Office of Policy Analysis, Washington, DC)Office of Policy Analysis, Washington, DC)

Factors Influencing Risk PerceptionFactors Influencing Risk Perception

Risks perceived to beRisks perceived to be…………voluntary are more accepted than risks voluntary are more accepted than risks

perceived to be imposedperceived to be imposed……under an individualunder an individual’’s control are more s control are more

accepted than risks perceived to be accepted than risks perceived to be controlled by otherscontrolled by others

……have clear benefits are more accepted have clear benefits are more accepted than risks perceived to have little or no than risks perceived to have little or no benefitbenefit

……fairly distributed are more accepted than fairly distributed are more accepted than risks perceived to be unfairly distributedrisks perceived to be unfairly distributed

……natural are more accepted than risks natural are more accepted than risks perceived to be manmadeperceived to be manmade

……statistical are more accepted than risks statistical are more accepted than risks perceived to be catastrophicperceived to be catastrophic

……generated by a trusted source are more generated by a trusted source are more accepted than risks perceived to be accepted than risks perceived to be generated by an untrusted sourcegenerated by an untrusted source

……familiar are more accepted than risks familiar are more accepted than risks perceived to be exoticperceived to be exotic

……affect adults are more accepted than risks affect adults are more accepted than risks perceived to affect childrenperceived to affect children

((FischoffFischoff B, Lichtenstein S, B, Lichtenstein S, SlovicSlovic P, Keeney D 1981. P, Keeney D 1981. Acceptable Risk.Acceptable Risk. Cambridge, MA: Cambridge University Cambridge, MA: Cambridge University Press,Press,

Factors in Assessing Trust and Factors in Assessing Trust and CredibilityCredibility

Empathy and caringEmpathy and caringCompetence and expertiseCompetence and expertiseHonesty and opennessHonesty and opennessDedication and commitmentDedication and commitment

Trust and credibility are difficult to Trust and credibility are difficult to achieve; if lost, they are even achieve; if lost, they are even more difficult to regainmore difficult to regain

((CovelloVCovelloV. 1993. Risk communication, trust, and credibility. Journal of . 1993. Risk communication, trust, and credibility. Journal of Occupational Medicine 35:18Occupational Medicine 35:18--19 (January)19 (January)

Some Dos and DonSome Dos and Don’’tstsDonDon’’t use technical jargont use technical jargonIf you use humor, direct it at yourselfIf you use humor, direct it at yourselfRemain calm. DonRemain calm. Don’’t let your feelings t let your feelings interfere with your ability to interfere with your ability to communicatecommunicateDo not assume that you are understoodDo not assume that you are understoodUse examples, stories, and analogies Use examples, stories, and analogies to establish a common understandingto establish a common understandingDonDon’’t allow body language, your t allow body language, your position in the room, or your dress to position in the room, or your dress to be inconsistent with your message be inconsistent with your message

Dos and DonDos and Don’’tstsDonDon’’t promise that which you cannot t promise that which you cannot deliverdeliverDo not speculateDo not speculateTake responsibility for your share of Take responsibility for your share of the problemthe problemAssume everything you say and do is Assume everything you say and do is part of the public recordpart of the public recordBe careful making risk comparisons Be careful making risk comparisons ––dondon’’t compare unrelated riskst compare unrelated risksListen! Listen! Listen!Listen! Listen! Listen!

Ten Deadly Sins of CommunicationTen Deadly Sins of Communication

1.1. Appearing unpreparedAppearing unprepared2.2. Handling questions improperlyHandling questions improperly3.3. Apologizing for yourself or the Apologizing for yourself or the

organizationorganization4.4. Not knowing knowable informationNot knowing knowable information5.5. Unprofessional use of audiovisual Unprofessional use of audiovisual

aidsaids6.6. Seeming to be off scheduleSeeming to be off schedule7.7. Not involving participantsNot involving participants

8. Not establishing rapport8. Not establishing rapport9. Appearing disorganized9. Appearing disorganized10. Providing the wrong content10. Providing the wrong content

Some ThoughtsSome Thoughts

Risk (Hazard) = Toxicity x Risk (Hazard) = Toxicity x ExposureExposureExposure = Amount x DurationExposure = Amount x Duration

The Dose Makes the PoisonThe Dose Makes the Poison

Definition of CommunicationDefinition of Communication

The exchange of thoughts, The exchange of thoughts, messages, or information, as by messages, or information, as by speech, signals, writing or speech, signals, writing or behavior.behavior.

--The American Heritage The American Heritage Dictionary of the English Dictionary of the English LanguageLanguage

For further information: For further information: Agency for Toxic Substances Agency for Toxic Substances

and Disease Registry: A Primer on and Disease Registry: A Primer on Health Risk Communication Health Risk Communication Principles and PracticesPrinciples and Practices

http:www.atsdr.cdc.gov/HEC/primerhttp:www.atsdr.cdc.gov/HEC/primer.html.html

Their Legacy is the Land. May They Find it as Beautiful and as Bountiful as Their Forbearers Did

Mary L. Grodner, Ph.D.Pesticide Safety EducationDepartment of Entomology225/578-2180mgrodner@agctr.lsu.eduwww.agcenter.lsu.edu

Remember:It’s not what you say

but how you say it!