HPEO403 Risk Management:

Perception & Communication

UNIT 1Risk = Hazard + Outrage:

A Formula for Risk CommunicationClarification

Fischhoff et al. 1981LOWERS OUTRAGE RAISES OUTRAGE

Voluntary ImposedIndividual’s Control Controlled by others

Benefits Little or no benefitsFairly distributed Unfairly distributed

Natural Man-madeStatistical Catastrophic

Trusted source Un-trusted sourceFamiliar Exotic

Affects adults Affects children

Dr. Peter Sandman (1991) SAFE RISKY

1 Voluntary Coerced2 Natural Industrial3 Familiar Exotic4 Not memorable Memorable5 Not dreaded Dreaded6 Chronic Catastrophic7 Knowable Unknowable8 Individually controlled Controlled by Others9 Fair Unfair

10 Morally irrelevant Morally relevant11 Trustworthy sources Untrustworthy sources12 Responsive process Unresponsive process

Risk = Hazard + Outrage

A

BC

D

Risk = Hazard + Outrage

A

BC

D

Risk = Hazard + Outrage

B

D

Risk = Hazard + Outrage

AD

Risk = Hazard + Outrage

C

D

Risk = Hazard + Outrage

Risk = Hazard + Outrage

Risk = Hazard + Outrage

Risk = Hazard + Outrage

Risk = Hazard + Outrage

A

BC

D

National Crisis Prevention Institute Model for Crisis Prevention:

1) Be empathetic

2) Clarify messages

3) Respect personal space

4) Be aware of body position

5) Permit verbal venting when possible

National Crisis Prevention Institute Model for Crisis Prevention:

6) Set and enforce reasonable limits

7) Avoid overreacting

8) Use physical techniques as a last resort

9) Ignore challenge questions

10) Keep your nonverbal cues non-threatening

CONCLUSIONS

• Workers / Public respond more to Outrage than Hazard

• Activists, Unions, Media do NOT create Outrage, they amplify it!

• When Outraged, people DO NOT LISTEN much to Hazard data

CONCLUSIONS• Outrage is as measurable as Hazard and just

as real

• Risk Communication can mean 2 different types of communication jobs– Reducing Outrage when hazard is low– Increasing Outrage when hazard is high

• Ongoing Outrage reduction requires fundamental changes in an organization

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