Risk Communication and Preparedness

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TOGETHERWE PREPARE
Risk Communication and Preparedness
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What is the American Red Cross?
The American Red Cross is a private,
non-government humanitarian organization
dedicated to saving lives and helping people
prepare for, cope with, and respond to
emergencies. We are not a public health agency,
nor deliver traditional public health services.
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Where is the Red Cross?

• 900 chapters that serve the entire United
  States, its territories, and possessions.
• 36 Blood Services Regions that serve about 45
  of the United States

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Who composes the Red Cross?

• About 1.2 million volunteers
• About 28,000 paid employees at national
  headquarters, chapters, and Blood Services
  Regions nationwide
• The people who live and work in the United
  States

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Risk Communication
Risk communication Helping people understand
the facts, in ways that are relevant to their own
lives, feelings and values, so they can put the
risk in perspective and make more informed
choices and decisions. -- From The Need for
Better Risk Communication, David Ropeik, Harvard
University
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Risk Communication
Risk communication is not Telling people only
what you want them to know, in order to get them
to behave rationally, that is, the way you want
them to behave. -- From The Need for Better
Risk Communication, David Ropeik, Harvard
University
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Risk Communication
Risk communication is not Crisis
Communication That is when an event happens and
people are demanding information about what
happened and what to do, that is not risk
communication but rather, crisis communication.
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Dont Panic!
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Public Preparedness Messages

• Panic the most abused term in preparedness
  messaging
• Research foundations
• When an emergency happens, people engage in
  self-protective behavior. Even if they do
  something wrong, if trying to save lives, this is
  not panic.
• Fear is not panic. It is a human emotion.

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Public Preparedness Messages (2)

• Research foundations of preparedness messaging
• People will prepare for things they think can
  happen to them, but do not prepare for high risk,
  low frequency events.
• Most people are in Denial. They do not want to
  think about anything bad happening to them.

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Disaster Denial
Denial is not a river in Egypt. It is a state
of mind. -- Rocky Lopes, American Red Cross
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Stages of Denial

• Stages of Denial
• Can not happen.
• Can not happen TO ME.
• If it does happen, it will not be that bad.
• If it does happen and is that bad, there is
  nothing I can do about it.

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Natural and Human-Caused Disaster Differences

• Natural disasters are documented and recognized
  as a part of nature. Usually have warnings.
  Traditional services provided.
• Human-caused events are rare, unexpected.
  Seldom any warnings. Services related to mass
  casualties rather than mass damage.
• Natural disasters not a crime scene
  human-caused events are.

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Overcoming Denial

• Explain what we know in simple terms.
• Explain what we do not know and WHY.
• Provide simple, positive, directive, and
  practical suggestions that people can do
  inexpensively, quickly, and which involve the
  whole family.

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Pre-Event Preparedness Messaging

• Basic premises
• Show and describe what to do, not what not to
  do.
• Ensure messages are accurate, realistic,
  accomplishable, and consistent

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Reasons for Consistent Messaging

• People shop around for information and compare
  one organizations message with another.
• Standardized messaging results in a 82 more
  likelihood of desired action.
• Standardized messaging results in more positive
  public image and fewer questions or criticisms.

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National Disaster Education Coalition Collaboratio
n for Consistency

• 17 Federal agencies and national not-for-profit
  organizations
• Meets monthly. Collaborate on message
  development, review, research, and dissemination
• Focuses on information for those who reach the
  publics but does not deliver information
  directly to public audiences.

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Shining Star of Consistency
Talking About Disaster -- Guide provides standard
messages used by all national agencies/
organizations to use in printed and electronic
publications, news media, etc. www.disastereducat
ion.org
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Revised Talking Guide chapters (due June, 2004
at www.disastereducation.org)

• General Preparedness
• Family Disaster Plan, including food water
  info
• Disaster Supplies Kit
• Evacuation and Sheltering
• Post-Disaster Safety, including portable
  generator information, chain saw use, and more.

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Revised Talking Guide chapters (due June, 2004
at www.disastereducation.org)

• Natural Hazards/Severe Weather
• Drought
• Floods and Flash Floods
• Heat (heat wave)
• Hurricanes and Severe Tropical Storms
• Severe Thunderstorms
• Tornadoes
• Winter Storms

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Revised Talking Guide chapters (due June, 2004
at www.disastereducation.org)

• Natural Hazards/Land-Earth
• Earthquakes
• Landslide/debris flows
• Tsunamis
• Volcanic Eruptions
• Wildfire

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Revised Talking Guide chapters (due June, 2004
at www.disastereducation.org)

• Human-Caused or Technological Events
• Chemical emergencies at home
• Fires, residential
• Hazardous Materials Incidents
• Nuclear Power Plant Incidents
• Terrorism

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Future Projects

• American Red Cross Centers for Disease
  Control Cooperative Agreement focusing on
  pre-event public preparedness messaging for all
  audiences. Not agent-specific, but rather
  fundamental information appropriate for all
  hazards.
• Publishing revised Talking About Disasters
  Guide for Standard Messages

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For more information

• American Red Cross
• visit www.redcross.org
• National Disaster Education Coalition
• visit www.disastereducation.org
• Your local American Red Cross Chapter

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TOGETHERWE PREPARE
Rocky Lopes, Ph.D. American Red Cross National
Headquarters 202-303-8805 LopesR_at_usa.redcross.org
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