Background and Some Background and Some General Considerations General Considerations

The Basic Dilemma in Risk The Basic Dilemma in Risk CommunicationCommunication

The risks that kill people The risks that kill people and the risks that alarm and the risks that alarm them are completely them are completely differentdifferent

Covello & Sandman, 2001Covello & Sandman, 2001

Definition of RiskDefinition of Risk

Probability that damage will occur as a Probability that damage will occur as a result of exposure to a chemical, result of exposure to a chemical, physical or biological agent.physical or biological agent.

Framework for risk analysisFramework for risk analysis

Taken from: www.inspection.gc.ca/english/corpaffr/publications/riscomm.shtml

Risk communication

Risk assessment

• Identification of the hazard• Description of the hazard• Evaluation of the exposure• Description of the risk

Risk management

• Risk assessment• Assessment options• Options for

implementation• Monitoring and revision

CONTEXT/PROBLEM

RISK

OPTIONS

DECISIONS

ACTIONS

ASSESSMENT

DECISION MAKERS

Source: Tinker, T. 1998

Six steps for risk managementSix steps for risk management

Risk management and public policyRisk management and public policyDecision-making processDecision-making process

Precautionary

Principle

Identify

Problem/hazard

AssessmentEmpirical context Public

context

Develop-ment of policy

optionsDecisions Implemen-

tationEvaluation

and revision

Communication/Consultation

Adapted from ADM report, work group on risk management, March 2000

Legal considerations: operational activities

Risk assessmentRisk assessment

Risk communicatorsRisk assessment

HAZARD+OUTRAGE

Expert risk assessment

HAZARD

Public risk assessment (sometimes))

OUTRAGE

Taken from: www.inspection.gc.ca/english/corpaffr/publications/riscomm.shtml

Definition of Risk Definition of Risk CommunicationCommunication

““Risk communication is an Risk communication is an interactive interactive process ofprocess of exchange exchange of information of information and opinions among individuals, and opinions among individuals, groups, and institutions. It is a groups, and institutions. It is a dialogue in which dialogue in which multiple messagesmultiple messages are discussed.”are discussed.”

National Research Council, 1989National Research Council, 1989

““These messages do not refer only to These messages do not refer only to the the nature of the risk,nature of the risk, but also to the but also to the concerns, opinions or reactionsconcerns, opinions or reactions of of individuals to risk messages and to individuals to risk messages and to legal and institutional arrangements legal and institutional arrangements for risk management.”for risk management.”

National Research Council, 1989National Research Council, 1989

Definition of Risk Communication Definition of Risk Communication ((Continued)Continued)

Effective Health Risk Communication Effective Health Risk Communication

Determines the community’s Determines the community’s concerns and responds to themconcerns and responds to them

Reduces the tension between the Reduces the tension between the community and personnel of the community and personnel of the agency/institutionagency/institution

Explains the health risk Explains the health risk information more effectively to the information more effectively to the communities communities

Why is Health Risk Communication Why is Health Risk Communication Important?Important?

It gives the opportunity to communicate It gives the opportunity to communicate health risks in a health risks in a planned planned way, while at way, while at the same time being the same time being sensitive sensitive to the to the needs of the communityneeds of the community

It incorporates the communityIt incorporates the community into into the process of risk managementthe process of risk management

It helps to build It helps to build trusttrust andand alleviates alleviates fear and outragefear and outrage

RiskRisk = = HazardHazard + + OutrageOutrage

Covello & Sandman, 2001 Covello & Sandman, 2001

Evolution of Health Risk Evolution of Health Risk CommunicationCommunication

Stage 1:Stage 1: Ignore the publicIgnore the publicStage 2:Stage 2: Explain risk information betterExplain risk information betterStage 3:Stage 3: Dialogue with the communityDialogue with the communityStage 4:Stage 4: Include the public as a Include the public as a

cooperating partnercooperating partner

Covello & Sandman, 2001Covello & Sandman, 2001

Evolution of Health Risk Evolution of Health Risk Communication Communication ((ContinuedContinued))

Stage 1: Ignore the publicStage 1: Ignore the public

Evolution of Health Risk Evolution of Health Risk Communication Communication ((ContinuedContinued))

Stage 2:Stage 2: Explain the risk information Explain the risk information betterbetter

We just have to improve the way we We just have to improve the way we explain the riskexplain the risk

1 cent in $1 is 1 per cent1 cent in $1 is 1 per cent 1 cent in $10,000 is 1 millionth1 cent in $10,000 is 1 millionth 1 cent in $10,000,000 is 1 billionth1 cent in $10,000,000 is 1 billionth 1 second in 32 years is 1 billionth1 second in 32 years is 1 billionth

Evolution of Health Risk Evolution of Health Risk Communication Communication ((ContinuedContinued))

Stage 3:Stage 3: Dialogue with the community Dialogue with the community

Evolution of Health Risk Evolution of Health Risk Communication Communication ((ContinuedContinued))

Stage 4:Stage 4: Include the public as a Include the public as a cooperting partnercooperting partner

Elements intervening in a Risk Elements intervening in a Risk Communication PlanCommunication Plan

Source Message Media Audience

Situations that call for Risk Situations that call for Risk CommunicationCommunication

Crisis Care Consensus

Components of Risk Components of Risk CommunicationCommunication

Trust

Perception

Fear factors

Myths that prevent Risk Myths that prevent Risk CommunicationCommunication

We don’t have enough time or resourcesWe don’t have enough time or resources We will probably alarm the peopleWe will probably alarm the people If only we could explain the risks clearlyIf only we could explain the risks clearly We shouldn’t inform them until we have We shouldn’t inform them until we have

solutionssolutions This is very difficult for them to understandThis is very difficult for them to understand Technical decisions are for technicians to makeTechnical decisions are for technicians to make It’s not my jobIt’s not my job If you give them an inch, they’ll take a mileIf you give them an inch, they’ll take a mile It’s the activists’ fault It’s the activists’ fault

The “DO”s of Risk CommunicationThe “DO”s of Risk Communication

Evaluate and improve your communication Evaluate and improve your communication habitshabits

Share the communication responsibilityShare the communication responsibility Be attentive and concentrateBe attentive and concentrate Grasp the significance of what people are telling Grasp the significance of what people are telling

youyou Observe all the non-verbal signalsObserve all the non-verbal signals Adopt an accepting attitude Adopt an accepting attitude Express understanding and comprehensionExpress understanding and comprehension Listen to yourself Listen to yourself

The “DONT”s of Risk CommunicationThe “DONT”s of Risk Communication

Don’t confuse listening with remaining silentDon’t confuse listening with remaining silent Don’t pretend to be listeningDon’t pretend to be listening Don’t interrupt unnecessarilyDon’t interrupt unnecessarily Don’t make rapid judgments Don’t make rapid judgments Don’t turn the discussion into a matter of vanityDon’t turn the discussion into a matter of vanity Don’t ask too muchDon’t ask too much Don’t say Don’t say I know exactly how you feelI know exactly how you feel Don’t over-react to emotional phrasesDon’t over-react to emotional phrases Don’t give advice unless you are asked for itDon’t give advice unless you are asked for it Don’t hide behind the role of listener Don’t hide behind the role of listener

It is now recognized by authorities at all levels that deliberate, interactivecitizen participation is more effectivefor risk management

The seven cardinal rules ofThe seven cardinal rules ofRisk CommunicationRisk Communication

1)1) Accept the public as cooperating partnerAccept the public as cooperating partner2)2) Listen to the public Listen to the public 3)3) Be honest and flexible when listening to the Be honest and flexible when listening to the

opinions of othersopinions of others4)4) Coordinate and cooperate with other Coordinate and cooperate with other

agencies/ groups that have credibilityagencies/ groups that have credibility5)5) Meet the needs of the mediaMeet the needs of the media6)6) Speak clearly and with empathySpeak clearly and with empathy7)7) Plan carefully and assess the activitiesPlan carefully and assess the activities