session 22 power point
TRANSCRIPT
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Session 22 1
Risk Communication “Traps”
• The application of inappropriate techniques leading to the development of misinformation and consequently poor decision making
• Incorrect information leading to direct decision making mistakes
• Poor content sending wrong messages and dispersing effort
• Slow communication of identified problems causing delays and indicating poor management commitment, understanding and leadership
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Session 22 2
Elements of Communications Guidance
• Perspective of the media: how they think and work • The public as the end-recipient of information • Concise presentations • Techniques for responding to and cooperating with the
media in conveying information and delivering messages, before, during, and after a crisis
• Practical guide to the tools of the trade of media relations and public communications
• Strategies and tactics for addressing the probable opportunities and the possible challenges likely from communications initiatives
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Session 22 3
Well-Known Risk Communications Campaigns
• Nancy Reagan’s “Just Say No”
• CDC HIV/AIDS Education
• FDA Nutritional Labels
• DHS www.Ready.gov Website
• FEMA Preparation and Prevention Website
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Session 22 4
FDA Food Labels
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Session 22 5
DHS www.Ready.gov
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Session 22 6
Failed Communications Can:• Waste recipients time• Waste resources dedicated to risk communication • Deny people empowerment for dealing with the risk • Cause resentment towards the communicator(s) if people
feel that they are being denied an opportunity to understand • Cause people to doubt themselves if the experience leaves
them feeling incapable of understanding • Contribute inadvertently to controversy and conflict• Create threats larger than those posed by the risks that they
describe
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Session 22 7
What People Want from Risk Communications
• Advice and Answers
• Numbers
• Process and Framing
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Session 22 8
Extreme Criticisms
• Lay public as a whole is “technically illiterate and ruled by emotion rather than by substance.”
• Education is pointless, even if it is possible, because “important decisions about risk are made by special interests and power.”
• Risk communication is typically manipulative, designed to sell unsuspecting recipients on the communicator’s political agenda.
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Session 22 9
Milder Criticisms • Because people’s time is short, they can’t learn
about, much les influence, all risks. As a result, people often want specialists to make sure that life doesn’t get too hazardous.
• Without trust in the official performing the actual communication, the learning process is very complicated.
• Risk specialists may not like to acknowledge their own emotional involvement nor to deal with that of the public.
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Session 22 10
Poor Risk Communication Can
Undermine effective decision makingCreate feelings of helplessnessErode public faith in authoritiesErode authorities’ faith in publicErode social coordination produced by
sharing information sources
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Session 22 11
A Simple Communication Strategy
1. Analytically identify the most critical information for decisions facing audience
2. Empirically determine current beliefs3. Close most critical gaps, recognizing
audience’s information-processing limits4. Evaluate; repeat as needed
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Session 22 12
A (Complex) Working Hypothesis
People will do sensible things if:They get relevant information in a concise,
credible form with adequate context, and without needless distractions
They have control over their environment and are judged by their own goals
So, if citizens don’t understand, assume a communication failure
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Session 22 13
Decision-focused SARS Reporting
(a possible formulation)
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Session 22 14
Decision-focused SARS Reporting
What are my chances of exposure?
What are my chances of getting sick?
What are my chances of being untreatable?
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Session 22 15
For Each Element, Audience NeedsUseful numbers
-- give order-of-magnitude feeling-- clarify verbal quantifiers (rare,
likely)-- allow rudimentary calculations
Useful theory-- give numbers credibility-- allow updating numbers-- provide increasing competence
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Session 22 16
What are my chances of exposure?
Useful numbers-- total cases-- total population
Useful theory-- where are they concentrated?-- how long are they contagious?-- how well do we know?
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Session 22 17
What are my chances of getting sick?
Useful numbers-- disease multiplier-- effectiveness of exposure routes-- effectiveness of protection strategies
Useful theory-- how does transmission work?-- what’s this about [sewers, feces,
cockroaches, masks…]?-- how well do we know?
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Session 22 18
What are my chances of being untreatable?
Useful numbers-- survival rates-- recurrence rates
Useful theory-- why do treatments vary?-- why are healthy people dying?-- how well do we know?
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Session 22 19
Very low probabilities
Cumulative risk (from repeated exposure)
Anchored judgments
Unfamiliar units, terms (e.g., risk, reactor-year)
Unfamiliar states
Incommensurable comparisons
Difficult Kinds of Information(with partial solutions)
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Session 22 20
Knowledge
Inferential ability
Appropriateness of confidence
Appropriateness of self-efficacy
Personally rational choices
Satisfaction (?)
What’s Getting Through?(possible performance measures)
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Session 22 21
Some Suggestions
Authoritative summaries of cognitive research
Worked examples (vs. principles)Standard reporting formatsProfessional translators (to decision-relevant
form)Consulting behavioral decision researchersInstitutional analysis of failures