us army corps of engineers planning smart building strong ® risk communication design...
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US Army Corps of Engineers
PLANNING SMARTBUILDING STRONG®
Risk Communication Design ConsiderationsModule 5 – RC for FRM courseAug 20, 2012Hal Cardwell
Institute for Water Resources2012
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Risk CommTake-aways so far?
Simplify Pictures Personal Connection Objective based Non Technical factors
matter Shared responsibility
Risk comparison? Dialogue is important Know your Audience Relevant to Audience Messenger matters Provide an Action Challenging
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Risk Communication Contexts
Hazard (danger)
High
Low High
Outrage(fear, anger)
Outrage Management
Crisis /Emergency
Communication
Public Relations
PrecautionAdvocacy
Outrage Management
Crisis /Emergency
Communication
Public Relations
PreparednessResponse
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Life-Cycle Risk Management
State and LocalPartnerships
Event
Preparedness?
Crisis Comm?
Outrage Mgmt?
Outrage Mgmt?
Public Relations?
Preparedness?
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Trust Factors in HIGH stress situationsAll other factors15-20%
Honesty &Openness
15-20%
Competence & Expertise
15-20%
Listening,Caring & Empathy
50%SOURCE: Vincent Covello
Determined w/i 30 seconds
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Trust Factors in LOW stress situations
All other factors
15 - 20%
Competence & Expertise80 - 85%
SOURCE: Vincent Covello
Public Relations & PrecautionAdvocacy are low stress. Who Would be most/least trusted/communicators?
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Goal: Reduce outrage so people don’t take unnecessary precautions
Hazard (danger)
High
Low High
Crisis /Emergency
Communication
Public Relations
PreparednessResponse
Outrage
Management
Outrage(fear,anger)
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Hazard (danger)
High
Outrage(fear,anger)
Low High
Outrage Management
Public Relations
PreparednessResponse
Crisis /
Emergency
Communication
Goal: Acknowledge hazard, validate concern, give people ways to act
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Tailoring Risk Communication for the Context
During a Crisis Preparedness / Recovery
Reduce Outrage Inform on Potential Crisis
Inform about Current Crisis & Response
Understand Community Priorities & Preferences
Motivate individual actions Motivate Individual action
Mostly 1-way 2-way
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Goal: Increase concern for a real hazard to motivate preventive action
Hazard (danger)
High
Low High
Outrage Management
Crisis /Emergency
Communication
Public Relations
PreparednessResponse
Outrage(fear,anger)
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Objective - Individual Behavior Change
(wood et al 2011)
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Risk Communication in planning mode
May need to increase level of anxiety Recognition of two-way communication Goal ? - raise the level of understanding
of relevant issues or actions for those involved
Risk Communication as a learning process not one of education
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Establish Decision ContextEstablish Decision Context
Identify RisksIdentify Risks
Analyze RisksAnalyze Risks
Evaluate RisksEvaluate Risks
Risk Management Decision
Risk Management Decision
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Risk Management
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Risk Communication in Public, Risk-based decision making
Public participation should inform ► the types of risks to be analyzed and ► the questions to be addressed
Focus on reducing uncertainties that matter Analytic-Deliberative Model
► A 2-way learning process
Science may not resolve the most controversial issues
“Failures of organizations to communicate well with each other virtually ensures failure to communicate with outside audiences”
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Risk Communication in Public Risk-based Decision-processes Not just about better messages – focus on the
process 2 way communication “reducing conflict about risk is not a matter of more
effective translation of risk information. Instead, making decisions about risk needs to involve interested and affected parties”
must involve interested and affected parties in defining the risk problem and the requisite analysis
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Is Risk Acceptable?
Is the risk acceptable? VALUES question
Tolerable Level of Risk based risk, cost, benefit tradeoff
Need stakeholder and public input to reduce unacceptable risks to a tolerable level
Evaluate RisksEvaluate Risks 19
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What about Levee Safety discussions?
High Risk Low Outrage? 1-way or 2-way communication? What is the objective?
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Risk Communications Plan
Why are we communicating? Who is our audience? What do our audiences want to know? What do we want to get across? How will we communicate? How will we listen? How will we respond?
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Resources Available
Materials/ Websites FEMA – FloodSMART Risk Comm Toolbox NOAA (from CSC) NCFPD Peter Sandman EPA Natl Research Council
reports
Training Risk Comm / Public
Participation Communication Risk Informed Decision
Making IAP2
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WRAP UP
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Risk Comm Wrap up
Risk Comm is distinctive because of the technical & risk-based nature of the information
Subjective Risk trumps Technical Risk Risk Comm as a Dialogue Risk Comm as a thought-out process Skills are needed – Training & Practice; A Shared Responsibility – a team sport.
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Risk Comm Wrap up Techniques vary based on audience & objectives
& Context► Crisis Response► Planning► Motivating Behavior change► Explaining Agency Action
Basic Communication rules apply - know your audience, Simplicity, empathy, listening, clarity
Lots of references / help out there
Outrage Management
Crisis /Emergency
Communication
Public Relations
PreparednessResponse
PLANNING SMARTBUILDING STRONG®
Risk CommTake-aways so far?
Simplify Pictures Personal Connection Objective based Non Technical factors
matter Shared responsibility
Risk comparison? Dialogue is important Know your Audience Relevant to Audience Messenger matters Provide an Action Challenging
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Risk Communication Contexts
Hazard (danger)
High
Low High
Outrage(fear, anger)
Outrage Management
Crisis /Emergency
Communication
Public Relations
PrecautionAdvocacy
Outrage Management
Crisis /Emergency
Communication
Public Relations
PreparednessResponse
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Risk Communication Evolution
►Origins with crisis communication►In Crisis -
• Objective - reduce the level of anxiety, allow communication to happen
• Principles – Open, honest, empathetic• Goal - “Recipients accept the views or arguments
of the communicator”
►Focus on Risk Messages
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Communication Shifts in LOW to HIGH Stress Situations
LOW Stress HIGH StressProcess avg of 7 messages Process avg of 3 messages
Info processed in linear order (1,2,3)
Info processed in primacy (1,3,2) or recency order (3,2,1)
Info processed at avg grade level
Info processed atminus 4 grade levels
Focus on competence,expertise, knowledge
Focus on listening, caring, empathy, compassion
SOURCE: Vincent Covello
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Risk Comm in diff contexts & parts of the FRM life-cycle:
Tools & Techniques, Principles & Best Practices
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Presentation Outline
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Contexts & Characteristics► RIDM – Risk Comm in Planning Mode► Public Awareness – Risk Comm in Presenting Information► Motivating Behavior Change – Mileti
Communicating Quantitative Information Materials available
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Risk Comm in Preparedness/Recovery Mode
Increase level of outrage Get message heard HEAR messages - 2 way
communication
Similarities w/traditional marketing
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LSAC
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What About LSAC?
High Risk Low Outrage? 1-way or 2-way communication? What is the objective?
Need slides from Pete & Carol
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Motivating Individual Behavior Change
Hazard (danger)
High
Low High
Outrage(fear, anger)
Outrage Management
Crisis /Emergency
Communication
Public Relations
PrecautionAdvocacy
Outrage Management
Crisis /Emergency
Communication
Public Relations
PreparednessResponse
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Recognize Emotional Content of messages
Cognitive Dissonance Fear-mongering or Guilt-tripping as a
motivator
Two guilt provoking messages on risk – which one is more effective?
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The way we live has improved more in the last hundred years than in the previous thousand, thanks to technology. What wonderful inventions we have created to nurture our quality of life! And then very belatedly, just in the last two decades, we have learned that some parts of our wonderful technology are contributing to an unintended, unanticipated, horrible outcome – a horrible outcome we call global warming. Who knew? Who could have known? It’s not our fault, it’s nobody’s fault. But now we desperately need to do something about it.
It’s you, you greedy, lazy, over-consumptive American! It’s your insistence on living high on the hog that is ruining the world! It’s your SUVs and air conditioners, your total obliviousness to the welfare of other nations and other species. Wake up and mend your ways before it’s too late! 43
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Media
Use multiple channels for your multiple audiences
Become familiar with different means of communicating
©Charles Yoe, Ph.D.
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Messenger
Caring and empathy may be more important than experience & competence
Messenger with real connection to audience (my family and I eat this food)
Trusted Advisors as messengers
Social Media as messagners
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Motivating Action
Understand your Audience Effective Messages Effective Messengers
Promoting Conversations / Dialogue►2-way►Multiple sources►Action & Consequence - oriented
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WRAP UP
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Risk Communication Contexts
Hazard (danger)
High
Low High
Outrage(fear, anger)
Outrage Management
Crisis /Emergency
Communication
Public Relations
PrecautionAdvocacy
Outrage Management
Crisis /Emergency
Communication
Public Relations
PreparednessResponse
PLANNING SMARTBUILDING STRONG®
Wrap up Risk Comm Techniques vary based on audience &
objectives Basic Communication rules apply - Simplicity, empathy,
know your audience, listening, clarity of message Risk Comm is distinctive because of the technical and risk-
based nature of the information that is being communicated (2-way)
Risk Comm needs to be deliberate/thought-out public participation process; Skills are needed; A team sport.
Lots of references/ help out there
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Three M’s Message
►3/3’s Messenger
►Empathy & trust over competence & experience
Media►Multiple channels for multiple audiences
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Learn to Say
What you know for sure What you think is almost but not quite
certain What you think is probable What you think is a toss-up What you think is possible but unlikely What you think is almost inconceivable.
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Use Risk Comparisons Carefully
Single best way to put #’s in context They do not work with outraged people Bound all comparisons
►Worse than heavy rain not nearly as bad as Agnes
►This is riskier than X less risky than Y Never use low outrage high hazard risks to
compare to high outrage low hazard risks
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Explaining Uncertainty
Never sound more certain than you are
Don’t wait to be confronted acknowledge uncertainty up front
Put bounds on the uncertainty
Clarify that you’re more certain about
some things than others Explain what you have
done or are doing to reduce the uncertainty
If the remaining uncertainty is very small or very difficult to reduce further, say so
We don’t know yet but it is probably this or this or this based on what our experts
are telling us.
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Explaining Uncertainty
Explain conservativeness
Report everybody’s estimates
Don’t hide behind uncertainty
Don’t perpetuate uncertainty
Never say there is no evidence of X when you have not done the study that tests the possibility
Stress that finding out for sure may be less important than taking appropriate precautions now
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Explaining Uncertainty
Acknowledge that people disagree about what to do in the face of uncertainty
Get people involved in reducing uncertainty themselves
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Risk InformedDecision Making
Agency Actions
(Structural & Non Structural)
Behavior Change
Key Concepts• 2-way
communication• Risk-Cost-Benefit
Key Concepts• Clear Action & Message• Multiple Source of
Message• Behavior is Modeled
Crisis
Key Concepts• Empathy
Outreach• Public Awareness• Persuasion• Shared
Responsibility
Risk Communication Model
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Risk Comm• Analogs for risk
information• Others
Public Partic• Stakeholder
assessment• Meeting design• Matching technique
w/Pub Partic goals• Meeting leadership
Intersection• Public Participation enables understanding of audiences
so that messages and actions can be effective• Risk Comm Techniques promote understanding of risk
by the Public
PLANNING SMARTBUILDING STRONG®
Risk Comm• Analogs for risk
information• Others
Public Partic• Stakeholder
assessment• Meeting design• Matching technique
w/Pub Partic goals• Meeting leadership
Intersection• Public Participation enables understanding of audiences
so that messages and actions can be effective• Risk Comm Techniques promote understanding of risk
by the Public