copyright, dr. v covello, center for change/risk communication core slides dr. vincent t. covello...
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Copyright, Dr. V Covello, Center for Change/Risk Communication
Core Slides
Dr. Vincent T. CovelloDirector
Center for Risk CommunicationNew York, New York
Email: [email protected] [email protected]
Core Slides
Dr. Vincent T. CovelloDirector
Center for Risk CommunicationNew York, New York
Copyright, Dr. V Covello, Center for Change/Risk Communication
DefinitionsDefinitions
Risks: Definition
“Threats to that which we value.”
Risk Communication: Definition
“The exchange of information about risks.”
Risks: Definition
“Threats to that which we value.”
Risk Communication: Definition
“The exchange of information about risks.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication GoalsRisk Communication Goals
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate behaviors and levels of concern
• enhance knowledge and understanding
• build trust and credibility
• encourage appropriate behaviors and levels of concern
Risk Communication:Media Goals (CDC)
Risk Communication:Media Goals (CDC)
• Be first, be right, be credible
• Inform, not inflame
• Address rumors, inaccuracies, and misperceptions quickly
• Be first, be right, be credible
• Inform, not inflame
• Address rumors, inaccuracies, and misperceptions quickly
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Hypotheses
“Most of the concerns and questions of upset people can be predicted in advance.”
“When people are stressed and upset, they typically want to know that you care before they care what you know.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
Risk Communication Hypotheses
“Most of the concerns and questions of upset people can be predicted in advance.”
“When people are stressed and upset, they typically want to know that you care before they care what you know.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Hypotheses
“Most of the concerns and questions of upset people can be predicted in advance.”
“When people are stressed and upset, they typically want to know that you care before they care what you know.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
Risk Communication Hypotheses
“Most of the concerns and questions of upset people can be predicted in advance.”
“When people are stressed and upset, they typically want to know that you care before they care what you know.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
=========Rule of 3
“When people are stress or upset, they typically can only process 3 messages at a time.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
=========Rule of 3
“When people are stress or upset, they typically can only process 3 messages at a time.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Hypotheses
“Most of the concerns and questions of upset people can be predicted in advance.”
“When people are stressed and upset, they typically want to know that you care before they care what you know.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
Risk Communication Hypotheses
“Most of the concerns and questions of upset people can be predicted in advance.”
“When people are stressed and upset, they typically want to know that you care before they care what you know.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Stakeholder Predictability
“50 Most Frequently Asked Questions by Terminally Ill Patients”
Stakeholder Predictability
“50 Most Frequently Asked Questions by Terminally Ill Patients”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Stakeholder Predictability
• “50 Most Frequently Asked Questions by Terminally Ill Patients”
• “77 Most Frequently Asked Questions by Journalists in a Disaster”
Stakeholder Predictability
• “50 Most Frequently Asked Questions by Terminally Ill Patients”
• “77 Most Frequently Asked Questions by Journalists in a Disaster”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Stakeholder Predictability
• “50 Most Frequently Asked Questions by Terminally Ill Patients”
• “77 Most Frequently Asked Questions by Journalists in a Disaster”
• “65 Most Frequently Asked Questions about Bird Flu and Pandemic Influenza” (pandemicflu.gov)
Stakeholder Predictability
• “50 Most Frequently Asked Questions by Terminally Ill Patients”
• “77 Most Frequently Asked Questions by Journalists in a Disaster”
• “65 Most Frequently Asked Questions about Bird Flu and Pandemic Influenza” (pandemicflu.gov)
Copyright, Dr. V Covello, Center for Change/Risk Communication
ExerciseExercise
Copyright, Dr. V Covello, Center for Change/Risk Communication
“77 Most Frequently Asked Questions by Journalists and
the Public in a Disaster”
“77 Most Frequently Asked Questions by Journalists and
the Public in a Disaster”
Types of Questions:
• Factual Questions• Emotionally Charged Questions• Challenge, Trap, and Pitfall
Questions
Types of Questions:
• Factual Questions• Emotionally Charged Questions• Challenge, Trap, and Pitfall
Questions
Copyright, Dr. V Covello, Center for Change/Risk Communication
Types of Questions Types of Questions
• Factual Questions
• Emotionally Charged Questions
• Challenge, Trap, and Pitfall Questions
• Factual Questions
• Emotionally Charged Questions
• Challenge, Trap, and Pitfall Questions
Copyright, Dr. V Covello, Center for Change/Risk Communication
Challenges/Traps/PitfallsChallenges/Traps/Pitfalls
• False Negative Questions• Guarantee Questions• What If (Worst Case Scenario)
Questions
• False Negative Questions• Guarantee Questions• What If (Worst Case Scenario)
Questions
Copyright, Dr. V Covello, Center for Change/Risk Communication
Challenge Questions: Do’s and Don’ts
Challenge Questions: Do’s and Don’ts
Don’t repeat a false negative
Do repeat the opposite of the false negative
Don’t repeat a false negative
Do repeat the opposite of the false negative
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• High stress situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Risk communication is a science-based discipline
• High stress situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• High stress situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Risk communication is a science-based discipline
• High stress situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
Risk Communication LiteratureRisk Communication Literature
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: Research Based Resources
Risk Communication Literature: Research Based Resources
Dr. R. Hyer and Dr. V. Covello
Effective Media Communication During Public Health Emergencies:
A World Health Organization Handbook
World Health Organization, United Nations: Geneva, April 2007
(www.who.int/bookorders)
Dr. R. Hyer and Dr. V. Covello
Effective Media Communication During Public Health Emergencies:
A World Health Organization Handbook
World Health Organization, United Nations: Geneva, April 2007
(www.who.int/bookorders)
Copyright, Dr. V Covello, Center for Change/Risk Communication
ResourcesResources
Effective Media Communication During Public Health Emergencies
• A Comprehensive Bibliography of Peer
Reviewed Articles• Over 1000 Do’s and Don’ts (With
Explanations)• A Section on Message Mapping
Effective Media Communication During Public Health Emergencies
• A Comprehensive Bibliography of Peer
Reviewed Articles• Over 1000 Do’s and Don’ts (With
Explanations)• A Section on Message Mapping
Copyright, Dr. V Covello, Center for Change/Risk Communication
ResourcesResources
Effective Media Communication During Public Health Emergencies
• A Comprehensive Bibliography of Peer
Reviewed Articles• Over 1000 Do’s and Don’ts (With
Explanations)• A Section on Message Mapping and
Message Mapping Templates
Effective Media Communication During Public Health Emergencies
• A Comprehensive Bibliography of Peer
Reviewed Articles• Over 1000 Do’s and Don’ts (With
Explanations)• A Section on Message Mapping and
Message Mapping Templates
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message Map Stakeholder Question or Concern:
Key Message9 words on average
Key Message9 words on average
Key Message9 words on average
Support-ing Info.
1.1
Support-ing Info.
1.3
Support-ing Info..
1.2
Support-ing
Info. 2.1
Support-ing Info.
2.2
Support-ing Info.
2.3
Support-ing Info.
3.1
Support-ing Info.
3.2
:
Support-ing Info.
3.3
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message MappingMessage Mapping
1. Department of Health and Human Services/CDC: Pre-Event Maps for Avian Flu/Pandemic Influenza (www.pandemicflu.gov)
2. Multi-State Partnership for Agricultural Security: Message Maps for 30 Agricultural Scenarios
3. Environmental Protection Agency: Message Maps for 6 Water/Groundwater Contamination Scenarios (www.epa.gov/nhsrc)
1. Department of Health and Human Services/CDC: Pre-Event Maps for Avian Flu/Pandemic Influenza (www.pandemicflu.gov)
2. Multi-State Partnership for Agricultural Security: Message Maps for 30 Agricultural Scenarios
3. Environmental Protection Agency: Message Maps for 6 Water/Groundwater Contamination Scenarios (www.epa.gov/nhsrc)
Copyright, Dr. V Covello, Center for Change/Risk Communication
KDG Template (Overarching Message Map)
KDG Template (Overarching Message Map)
(Know, Do, Go)
Key Message 1: What is most important for people to know
Key Message 2: What is most important for people to do
Key Message 3: Where can people go to get credible information
(Know, Do, Go)
Key Message 1: What is most important for people to know
Key Message 2: What is most important for people to do
Key Message 3: Where can people go to get credible information
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perceptions (Fear Factors)
Risk Perceptions (Fear Factors)
Lower Concern/Fear
1. Under one’s control
2. Trustworthy sources
3. Fair/large benefits
Lower Concern/Fear
1. Under one’s control
2. Trustworthy sources
3. Fair/large benefits
Higher Concern/Fear
Controlled by others
Untrustworthy sources
Unfair/few or unclear benefits Involuntary
Higher Concern/Fear
Controlled by others
Untrustworthy sources
Unfair/few or unclear benefits Involuntary
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message Mapping ExerciseMessage Mapping Exercise
Copyright, Dr. V Covello, Center for Change/Risk Communication
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
• 8000 Articles in Peer Reviewed Scientific Journals
• 2000 Books• Reviews of the Literature by Major
Scientific Organizations (e.g., National Academy of Sciences)
Risk Communication LiteratureRisk Communication Literature
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: TemplatesRisk Communication Literature: Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: TemplatesRisk Communication Literature: Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
The APP TemplateThe APP Template
1. Anticipate
2. Prepare
3. Practice
1. Anticipate
2. Prepare
3. Practice
Copyright, Dr. V Covello, Center for Change/Risk Communication
The APP Template Planning and Preparation
The APP Template Planning and Preparation
“If I had all day to cut down a large tree, I would use most of the day sharpening my axe.”
Abraham Lincoln
“If I had all day to cut down a large tree, I would use most of the day sharpening my axe.”
Abraham Lincoln
Copyright, Dr. V Covello, Center for Change/Risk Communication
Stakeholder Predictability
“For most high stress situations, over 95 percent of stakeholder concerns and questions can be predicted in advance.”
Stakeholder Predictability
“For most high stress situations, over 95 percent of stakeholder concerns and questions can be predicted in advance.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Communication RegretCommunication Regret
Copyright, Dr. V Covello, Center for Change/Risk Communication
The APP TemplateThe APP Template
1. Anticipate
2. Prepare
3. Practice
1. Anticipate
2. Prepare
3. Practice
Copyright, Dr. V Covello, Center for Change/Risk Communication
Anticipate
1. Scenarios
2. Stakeholders/Partners
3. Stakeholder Questions and Concerns
Anticipate
1. Scenarios
2. Stakeholders/Partners
3. Stakeholder Questions and Concerns
Copyright, Dr. V Covello, Center for Change/Risk Communication
The APP TemplateThe APP Template
1. Anticipate
2. Prepare
3. Practice
1. Anticipate
2. Prepare
3. Practice
Copyright, Dr. V Covello, Center for Change/Risk Communication
Prepare
1. Messages2. Messengers3. Means
Prepare
1. Messages2. Messengers3. Means
APP TemplateAPP Template
Copyright, Dr. V Covello, Center for Change/Risk Communication
Prepare
1. Messages2. Messengers3. Means
Prepare
1. Messages2. Messengers3. Means
APP TemplateAPP Template
Copyright, Dr. V Covello, Center for Change/Risk Communication
Prepare Messages
1. Overarching Message
(e.g., KDG)
1. Informational Messages
2. Challenge Question Messages
Prepare Messages
1. Overarching Message
(e.g., KDG)
1. Informational Messages
2. Challenge Question Messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: TemplatesRisk Communication Literature: Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
The CCO Template The CCO Template
• Compassion
• Conviction
• Optimism
• Compassion
• Conviction
• Optimism
Copyright, Dr. V Covello, Center for Change/Risk Communication
Caring/Empathy
“When people are stressed and upset, they want to know that
you care before they care what you know.”
Caring/Empathy
“When people are stressed and upset, they want to know that
you care before they care what you know.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Assessed in first 9-30 seconds
Assessed in first 9-30 seconds
Listening/Caring/
Empathy/Compassion50%
Competence/Expertise 15-20%
Honesty/ Openness
15-20%
AllOther Factors
15-20%
Trust Factors in High Stress Situations
Trust Factors in High Stress Situations
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication ModelsRisk Communication Models
• The Trust Determination Model
• The Attention Span/Mental Noise Model
• The Negative Dominance Model
• The Trust Determination Model
• The Attention Span/Mental Noise Model
• The Negative Dominance Model
Copyright, Dr. V Covello, Center for Change/Risk Communication
The CCO Template The CCO Template
• Compassion
• Conviction
• Optimism
• Compassion
• Conviction
• Optimism
Copyright, Dr. V Covello, Center for Change/Risk Communication
Mayor Giuliani, 9/11Mayor Giuliani, 9/11
“The number of casualties is more than any of us can bear ultimately.”
“The number of casualties is more than any of us can bear ultimately.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: TemplatesRisk Communication Literature: Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
The 27/9/3 Template
The 27/9/3 Template
• 27 words
• 9 seconds
• 3 messages
• 27 words
• 9 seconds
• 3 messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
Attention Span/Mental NoiseAttention Span/Mental Noise
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
=========Rule of 3
“When people are stress or upset, they typically can only process 3 messages at a time.”
“When people are stressed or upset, they often have difficulty hearing, understanding, and remembering information.”
=========Rule of 3
“When people are stress or upset, they typically can only process 3 messages at a time.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”George A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”George A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
Risk Communication: Attention Span Research
Risk Communication: Attention Span Research
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication: Attention Span Research
Risk Communication: Attention Span Research
“The Magic Number Three, Plus or Minus Two: Some Limits on Our Capacity for Receiving, Processing, and Remembering Information in High Stress Situations”
“The Magic Number Three, Plus or Minus Two: Some Limits on Our Capacity for Receiving, Processing, and Remembering Information in High Stress Situations”
Copyright, Dr. V Covello, Center for Change/Risk Communication
High Stress Situations:
Rule of 3 Shift
High Stress Situations:
Rule of 3 Shift• Low Stress Situations:
Brain can hold on average
7 messages
• High Stress Situations:
Brain can hold on average
3 messages
• Low Stress Situations:
Brain can hold on average
7 messages
• High Stress Situations:
Brain can hold on average
3 messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
The 27/9/3 Template
The 27/9/3 Template
• 27 words
• 9 seconds
• 3 messages
• 27 words
• 9 seconds
• 3 messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
27/9/3 Template27/9/3 Template
• 27 words
(total of 27 words for all three key messages, with each key
message averaging 9 words in length)
• 9 seconds
• 3 messages
• 27 words
(total of 27 words for all three key messages, with each key
message averaging 9 words in length)
• 9 seconds
• 3 messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
27/9/3 Exercise:Tony Blair, Prime Minister
7/7/05 London Terrorist Bombing
27/9/3 Exercise:Tony Blair, Prime Minister
7/7/05 London Terrorist Bombing
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: TemplatesRisk Communication Literature: Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perceptions Risk Perceptions TBC Template (Trust, Benefits,
Control)
Key Message 1: Trust Message
Key Message 2: Benefits Message
Key Message 3: Control Message
TBC Template (Trust, Benefits, Control)
Key Message 1: Trust Message
Key Message 2: Benefits Message
Key Message 3: Control Message
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perception LiteratureRisk Perception Literature
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perceptions
“Perception equals reality.”
“That which is perceived as real is real in its consequences.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
“Facts about risk appear to play
little or no role in determining public fears, perceptions, and concerns about risks.”
“Facts about risk appear to play little or no role in determining public fears, perceptions, and concerns about risks.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perceptions (Fear Factors)
Risk Perceptions (Fear Factors)
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Perception/Fear Factors Risk Perception/Fear Factors• Trust
• Listening/Caring• Competence/Expertise• Honesty/Transparency
• Benefits/Fairness • Societal• Community• Personal
• Control• Choice• Voice• Knowledge (e.g. things
for people to do)
• Trust• Listening/Caring• Competence/Expertise• Honesty/Transparency
• Benefits/Fairness • Societal• Community• Personal
• Control• Choice• Voice• Knowledge (e.g. things
for people to do)
Copyright, Dr. V Covello, Center for Change/Risk Communication
PERCEPTIONS OF RISK
WEIGHTING FACTORSFactor Weight
Trust 2000
Benefit 1000
Control 1000
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk PerceptionsRisk Perceptions
“The more you can do to increase perceived trust, the less the concern, worry, and anxiety.”
“The more you can do to increase perceived trust, the less the concern, worry, and anxiety.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk PerceptionsRisk Perceptions
“The more you can do to increase perceived benefits and fairness, the less the concern, worry, and anxiety.”
“The more you can do to increase perceived benefits and fairness, the less the concern, worry, and anxiety.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk PerceptionsRisk Perceptions
“The more you can do to increase perceived control, the less the concern, worry, and anxiety.”
“The more you can do to increase perceived control, the less the concern, worry, and anxiety.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Key Word Message Map
West Nile Virus Map
Key Message“Remove Standing Water”
Key Message“Wear Protective Clothing”
Key Message“Use Insect Repellent”
1.1
1.3
1.2
2.1
2.2
2.3
3.1
3.2
:
3.3
Unattended swimming pools
Long Sleeves
Cup of Water
Flower Pots/Bird
Baths
Long Pants
Dusk and Dawn
DEET
23%
Medical Research
Copyright, Dr. V Covello, Center for Change/Risk Communication
Seven Step ModelSeven Step Model
1. Empathy/Caring2. Key Messages (3)3. Key Message 14. Key Message 25. Key Message 36. Repeat Key Messages (3)7. Sources of Further Information
1. Empathy/Caring2. Key Messages (3)3. Key Message 14. Key Message 25. Key Message 36. Repeat Key Messages (3)7. Sources of Further Information
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: TemplatesRisk Communication Literature: Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Literature: TemplatesRisk Communication Literature: Templates
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• KDG• APP• CCO• 27/9/3• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Primacy/Recency Template
“When people are stressed or upset, they typically focus most on what is said first (primacy)
and last (recency).”
Primacy/Recency Template
“When people are stressed or upset, they typically focus most on what is said first (primacy)
and last (recency).”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Primacy/Recency TemplatePrimacy/Recency Template
• Low Stress Situations:
Brain processes information based on linear order (e.g., 1, 2, 3)
• High Stress Situations:
Brain processes information based on primacy/recency (e.g., 1, 3, 2)
• Low Stress Situations:
Brain processes information based on linear order (e.g., 1, 2, 3)
• High Stress Situations:
Brain processes information based on primacy/recency (e.g., 1, 3, 2)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
AGL-4 Template
=======
AGL (Average Grade Level) Minus 4 (Four Grade Levels)
Template
“When people are stressed or upset, they typically process
information at four grade levels below their average grade
level.”
AGL-4 Template
=======
AGL (Average Grade Level) Minus 4 (Four Grade Levels)
Template
“When people are stressed or upset, they typically process
information at four grade levels below their average grade
level.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
AGL-4 ShiftAGL-4 Shift
• Low Stress Situations:
Brain processes information at
AGL (average grade level)
• High Stress Situations:
Brain processes information at
AGL-4 (average grade level minus 4 grade levels)
• Low Stress Situations:
Brain processes information at
AGL (average grade level)
• High Stress Situations:
Brain processes information at
AGL-4 (average grade level minus 4 grade levels)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication Templates
Risk Communication Templates
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
• APP• CCO• 27/9/3• KDG• TBC
===• Primacy/Recency• AGL-4• 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
1N=3P Template
====
1N (Negative) Equals
3 P (Positives) Template
“When people are stressed or upset, they typically focus more
on the negative than on the positive.”
(Negative Dominance Principle)
1N=3P Template
====
1N (Negative) Equals
3 P (Positives) Template
“When people are stressed or upset, they typically focus more
on the negative than on the positive.”
(Negative Dominance Principle)
Copyright, Dr. V Covello, Center for Change/Risk Communication
Negative Dominance
Negative Dominance
• High Stress Situations: 1N=3P(one negative on average equals three positives)
• Bad News Template: It takes on average 3 positives to balance one negative.
• High Stress Situations: 1N=3P(one negative on average equals three positives)
• Bad News Template: It takes on average 3 positives to balance one negative.
Copyright, Dr. V Covello, Center for Change/Risk Communication
Negatives
====
No, Not, Never, Nothing, None
Negatives
====
No, Not, Never, Nothing, None
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication ModelsRisk Communication Models
• The Stakeholder Predictability Model -- Templates: APP, KDG• The Attention Span/Mental Noise Model
-- Templates: 27/9/3, Primacy/Recency, AGL-4
• The Trust Determination Model -- Templates: CCO, TBC
• The Negative Dominance Model -- Templates: 1N=3P
• The Stakeholder Predictability Model -- Templates: APP, KDG• The Attention Span/Mental Noise Model
-- Templates: 27/9/3, Primacy/Recency, AGL-4
• The Trust Determination Model -- Templates: CCO, TBC
• The Negative Dominance Model -- Templates: 1N=3P
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message EnhancementsMessage Enhancements
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message EnhancementsMessage Enhancements
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message EnhancementsMessage Enhancements
Visuals
“When people are stressed or upset, a well constructed and presented visual can increase message attention, understanding, and recall by over 50 percent.”
Visuals
“When people are stressed or upset, a well constructed and presented visual can increase message attention, understanding, and recall by over 50 percent.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Visuals
• Graphics
• Analogies
• Story Telling
Visuals
• Graphics
• Analogies
• Story Telling
Copyright, Dr. V Covello, Center for Change/Risk Communication
Copyright, Dr. V Covello, Center for Change/Risk Communication
Will H5N1 come to the US?
Copyright, Dr. V Covello, Center for Change/Risk Communication
Copyright, Dr. V Covello, Center for Change/Risk Communication
Copyright, Dr. V Covello, Center for Change/Risk Communication
Resource Materials - VisualsResource Materials - Visuals
Prof. Edward Tufte (Yale University)
• “Visual Explanations”
• “The Visual Display of Quantitative Information.”
• “Envisioning Information.”
Prof. Edward Tufte (Yale University)
• “Visual Explanations”
• “The Visual Display of Quantitative Information.”
• “Envisioning Information.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message EnhancementsMessage Enhancements
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
Credibility LadderCredibility Ladder
Most Credible
Least Credible
Most Credible
Least Credible
High Credibility
Medium Credibility
Low Credibility
High Credibility
Medium Credibility
Low Credibility
Copyright, Dr. V Covello, Center for Change/Risk Communication
Credibility TransferenceCredibility Transference
“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”
“A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Credibility ReversalCredibility Reversal
“When a lower source attacks the credibility of a higher source, the lower source loses further credibility.
The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.”
“When a lower source attacks the credibility of a higher source, the lower source loses further credibility.
The only information source that can effectively attack the credibility of another source is one of equal or higher credibility.”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message EnhancementsMessage Enhancements
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
Non-Verbal Communications in High Stress Situations
• Provide up to 75 percent of message
content
• Are intensely and quickly noticed
• Typically override verbal content
• Are typically interpreted negatively
Copyright, Dr. V Covello, Center for Change/Risk Communication
Resource Materials:
Non-Verbal Communincation
Resource Materials:
Non-Verbal Communincation
• Prof. D. Morris, “Body Talk: A Dictionary of Human Gestures”
• Prof. P. Ekman, “Telling Lies: Clues to Deception”
• Prof. P. Ekman, “Emotions Revealed”
• Prof. D. Morris, “Body Talk: A Dictionary of Human Gestures”
• Prof. P. Ekman, “Telling Lies: Clues to Deception”
• Prof. P. Ekman, “Emotions Revealed”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message EnhancementsMessage Enhancements
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
BridgingBridging
Copyright, Dr. V Covello, Center for Change/Risk Communication
Bridging Statements
Examples: 1.“The most important thing
for people to know is…”2.“What all this boils down
to is…” 3.“What needs to be
emphasized is…”
Bridging Statements
Examples: 1.“The most important thing
for people to know is…”2.“What all this boils down
to is…” 3.“What needs to be
emphasized is…”
Copyright, Dr. V Covello, Center for Change/Risk Communication
Message EnhancementsMessage Enhancements
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
• Visuals
• Credible sources
• Non-verbal communication
• Bridging
• IDK
Copyright, Dr. V Covello, Center for Change/Risk Communication
I.D.K. (I Don’t Know) Template
I.D.K. (I Don’t Know) Template
(Repeat the Question)
Say You Don’t Know/Can’t
Answer/Wish You Could Answer*
Give the Reason(s) Why You Don’t Know or Can’t Answer*
Indicate Follow Up with Deadline*
(Bridge to What You Can Say, Such as Overarching Message)
(Repeat the Question)
Say You Don’t Know/Can’t
Answer/Wish You Could Answer*
Give the Reason(s) Why You Don’t Know or Can’t Answer*
Indicate Follow Up with Deadline*
(Bridge to What You Can Say, Such as Overarching Message)
Copyright, Dr. V Covello, Center for Change/Risk Communication
• Risk communication is a science-based discipline
• High stress situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Risk communication is a science-based discipline
• High stress situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication ModelsRisk Communication Models
• The Stakeholder Predictability Model -- Templates: APP, KDG• The Attention Span/Mental Noise Model
-- Templates: 27/9/3, Primacy/Recency, AGL-4
• The Trust Determination Model -- Templates: CCO, TBC
• The Negative Dominance Model -- Templates: 1N=3P
• The Stakeholder Predictability Model -- Templates: APP, KDG• The Attention Span/Mental Noise Model
-- Templates: 27/9/3, Primacy/Recency, AGL-4
• The Trust Determination Model -- Templates: CCO, TBC
• The Negative Dominance Model -- Templates: 1N=3P