TDEC-NUATRC Workshop
Strategic Risk Communication:Air Toxics
Rebecca Parkin, PhD, MPHThe George Washington University
Washington, DC
October 18, 2005
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Outline
• What is risk communication (RC)?
• Why do we need strategic RC?
• How can we assure a strategic approach?
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Risk Communication
• Exchange of facts and opinions among individuals, groups & organizations
• It’s not an act -- it’s a process
• Different forms meet different needs across the risk management process
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Decision Step
Risk Management
Risk Assessment
Risk Analysis
Problem Formulation
Initiation
Risk Evaluation
Action/ Monitoring
Preliminary Analysis
Ris
k C
omm
unic
atio
ns Risk
ManagementParadigm
(Adapted from CSA, 1997)
End
Next Step and/orTake Action
Go Back to Any Step
Risk Estimation
Risk Control
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Forms of Risk Communication
• One-way (tell) best for – Familiar, less complex issues– Emergencies
• Two-way (dialogue) and multi-way (groups, Internet tools) best for– Long-term issues– Unfamiliar, complex risks
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How Do We Know Which RC Form To Use When?
• Knowledge of scientific literature– Risk perception– Risk communication– Stakeholders
• Scientifically obtained data & information– Stakeholders’ interests, preferences, & priorities– Contexts (e.g., cultural, social, regulatory, etc.)
• Experience with the community– Pretest methods
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Decision Step
Problem Formulation
Initiation
Risk Evaluation
Action/ Monitoring
Preliminary Analysis
Ris
k C
omm
unic
atio
ns Examples of
RiskCommunication
Methods
End
Next Step and/orTake Action
Go Back
Risk Estimation
Risk Control
Mass Media
CommunityTheater
Community Leaders, Advisory
Group
Public Meetings
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Strategic Approaches
• Systematic processes comprise– Plans – Explicit methods– Series of actions
That – Focus on essentials– Balance issues– Produce specific
results
• Typically involve– Long-term processes– Large-scale views
• Require– Visible support – Clear commitment– Dedicated resources
• Can test prototypes in advance(Emergency preparations)
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Key Components
• Problem definition
• Goal statement
• Context assessments
Information gathering
Resource review
• Option identification
“Best” option selection
• Implementation
• Evaluation
Much like the Risk Management Paradigm
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Strategic RC is Crucial ...
• The more visible the issues become
• The more variety of stakeholders involved
• The higher the stakes become
• The more complex issues become
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Complex, Evolving Issues
Especially require opportunities for
• Open feedback
• Ongoing interactions
• Active stakeholder involvement
As early and as often as feasible across the risk management process
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Air Toxics Are ComplexEveryone has to breathe
Unavoidable, concerns
Air contains toxicsUnfamiliar, confusing, overwhelming
People can’t protect themselves
Helplessness, distress, fear
People want actions from government & emitters
Low expectations, conflicts with experience & beliefs, distrust
Many parties involved in a complex process
Frustration, anger
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When Government TELLS ...
• E.g., “The level of toxics in the air is too low to cause harm”
• This simple approach– Does not fit the complexity of the issue– Does not fit stakeholders’ contexts– May cause more harm than good
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Air Toxics RequireStrategic
RC Approaches
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Strategic Organizations
• Do not rely only on tactics– Do not expect “one-hit wonders”
• Do rely on comprehensive knowledge of stakeholders & contexts– Built in systematic, appropriate ways– To assure a sound basis for a RC strategy
• Do engage communities throughout the process
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What Do We Need to Know?
• Which stakeholders are involved and why– Characteristics, dynamics
• Their starting points and why– Knowledge, crucial elements that are missing– Perceptions, values, beliefs, attitudes– Interests & priorities– Preferred communication processes
• Who they trust
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Staff Concerns
• “We don’t have enough time to involve them”– Lack of experience or negative experience– Stress related to stakeholder involvement
• Lack of training -- beyond tactics– Lack of knowledge about strategic RC
frameworks– Lack of “best practices” to draw on
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What Organizations Can Do
• Assure visible senior management support
• Build understanding of what RC is
• Assure resources dedicated for effective interactions
• Provide rewards for staff engagement
• Assure effective debriefings to compile key lessons learned
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Answers
• How can we better educate the public?– Work and learn with them– Focus on essentials, what’s pivotal to their decision
making process
• How can we provide information that they will understand?– Assure that they have effective ways to interpret and
then use the information– Use a planned, interactive & sustained approach
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Key Points
• Strategic risk communication requires– More than tactics or a single event– Comprehensive, systematic approach– Based on rich knowledge
• Organizations must develop – Deeper understanding of what RC really is– Richer knowledge about stakeholders & why
they have the interests they do– Tailored RC strategies
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One Last Comment ...
Despite the doubts you may have at this point,
Strategic risk communication
is feasible and
it does get easier with practice
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Thank You!