kelly's communication tools

Risk Communicationso Science basedo Often dealing with multiple messages

n About the nature of riskn Expressing concernn Opinions and reactions

A process, not a message

Wednesday, April 13, 2011

Risk Communications and Message Mapping Goalso Enhance knowledge and understanding

o Build trust and credibility

o Encourage appropriate behaviors and levels of concern


Why Use Risk Communications?“There is a massive difference between a crisis

and a catastrophe … the effects of media coverage on public perception could be the deciding factor between the two.”

Barbara CochranRadio Television News Directors Foundation


Communications Tools

27/9/3

Message Maps

CCO

AGL – 4

1N = 3P

IDK

Source: Center For Risk Communication


27/9/327 words9 seconds3 messages

This is what your audience can successfully process

Simple Declarative Statements



Message Mapping - Core Conceptso When people are stressed, they

n Want to know that you care before they care what you know

n Have difficulty hearing, understanding, and remembering information

n Focus most on what they hear first and last


Message MapConcern


Message 1 Message 2 Message 3

Supporting Fact 1.1

Supporting Fact 1.3

Supporting Fact 1.2

Supporting Fact 2.1

Supporting Fact 2.3

Supporting Fact 2.2

Supporting Fact 3.1

Supporting Fact 3.3

Supporting Fact 3.2


Message MapWest Nile Virus


Message 19 Words on Average



Supporting Fact 1.1

Supporting Fact 1.3

Supporting Fact 1.2

Supporting Fact 2.1

Supporting Fact 2.3

Supporting Fact 2.2

Supporting Fact 3.1

Supporting Fact 3.3

Supporting Fact 3.2


West Nile Virus Message MapKey Message:


Remove standing water

Wear protective clothing

Use insect repellent

Unattended swimming pool/

old tires

Cat/dog dishes

Flower pots/bird bath

Supporting Fact 1.1

Supporting Fact 1.3

Supporting Fact 1.2

Long sleeves

Dusk and dawn

Long pants

Supporting Fact 2.1

Supporting Fact 2.3

Supporting Fact 2.2

DEET

No substitutes

23%

Supporting Fact 3.1

Supporting Fact 3.3

Supporting Fact 3.2


CCO

Compassion and show empathy

Conviction that you and your team can do the job

Optimism tempered by reality



AGL – 4Average grade level minus fouro In a high stress situation shift your message

n From the average grade level of the audience: AGL

n To the average grade level of the audience minus four: AGL – 4

o This helps address mental noise problems



1N = 3Po 1N = 3P (Negative Dominance)

n In high stress situations, one negative message requires three or four positives ones to offset listeners perception

o Avoid absolutes o (e.g., never, always)

o Avoid unnecessary negatives o (e.g., no, not, never, nothing, none)



IDK: I Don’t Know o It is OK not to have the answero Do not risk your credibility by creating an

answer



IDK Templateo Repeat the question, unless there is an accusationo Say you don’t know, or:

n Can’t answern Wish you could answer

o Give the reason(s) why you don’t know or can’t answer

o Indicate follow-up with a deadlineo Bridge to what you can say, such as core messages



Messaging Predictabilityo When people are stressed or concerned, they

tend to ask the same kinds of questionsn Most concerns can be predicted in advance

o “77 most frequently asked questions by journalists in a disaster” (handout)

o “65 most frequently asked questions about bird flu and pandemic (pandemic.gov)

o “200 most frequently asked questions about water contamination” (www.epa.gov/hsrc)


Trust Factors in High Stress Situations


17%

17%

50%

17%

Competence & ExpertiseHonesty & OpennessListening, Caring, Empathy, CompassionAll Other Factors

Assessed in !rst 9-30

seconds


Non-Verbal Communicationo Before they judge the message people judge

the messengero People judge the messenger primarily in terms

of trusto Trust is judged primarily through what you

do, how you look and what you say


Communications Tools

27/9/3

Message Maps

CCO

AGL – 4

1N = 3P

IDK


The majority (>90%) of all questions can be anticipated… plan ahead and prepare


kelly's communication tools

Business