Risk Communication is not Crisis Communication

1
Risk Communication is not Crisis Communication

• Tee L. Guidotti
• George Washington University
• Center for Risk Science and Public Health

2
Some Modes of Communication in Public Health

• Health Communication behavioral technology
  mostly for individuals
• Social Marketing a behavioral technology for
  community intervention
• Corporate Communications an art of persuasion
  to change responsiveness
• Crisis Communication an approach to delivering
  urgent messages
• Risk Communication a systematic art and
  practice based on behavioral science

3
What is risk communication?

• The National Research Council (1989) defined risk
  communication as
• "...an integrative process of exchange of
  information and opinions among individuals,
  groups, and institutions often involves multiple
  messages about the nature of the risk or
  expressing concerns, opinions, or reactions to
  risk messages or to the legal and institutional
  arrangements for risk management."

4
A little shorter!

• Risk communication is the applied science and
  art of discussing technical information about
  potentially hazardous situations with
  nontechnical audiences. - ASDWA
• A science-based approach for communicating
  effectively in high-concern, high stress,
  emotionally charged or controversial situations.
  (Vince Covello)

5
What makes risk communicationso special?

• Helps people understand facts that are truly
  relevant to their own life.
• Not based solely on telling individuals what we
  want them to know.
• Considers personal factors such as emotion
  trust, control, uncertainty, and even dread.
  (Fischoff)
• Considers delivery mechanisms as well as
  messages. (McLuhan)
• Failure can lead to confusion and distrust.
• Credit George M. Gray, PhD, Harvard School of
  Public Health, "The Risk Communication
  Challenge," May 2003

6
Risk communication is a two-way street.

• Involves the exchange of ideas.
• It is not one-sided.
• Emotionally-charged situations
• Involves subjectivity and empathy
• Requires interpretation of scientific
  information.
• Concerns, opinions, feelings, and reactions are
  as valid as facts
• A process, not a one-time activity

7
Risk Communication in a Crisis

• Referring to emergency, not corporate issues
• We like Baker approach, but if you have to work
  through it on short notice, you are in trouble.
• Response is conditioned by past experience with
  agency and trust.
• Effective risk communication lays groundwork for
  crisis communication, if done early.
• Risk communication can deliver more complex
  message.
• People hear very selectively during a crisis.

Community group, New Orleans
8
Health Communication
9
Social Marketing
10
Corporate Communication
11
Crisis Communication
12
Risk Communication
13
Knowing Which Mode You Are In

• Crisis Communication
• Response to an emerging issue
• Conveys critical information
• Little time for originality
• Risk Communication
• Supplies information recipient needs
• Best done before a crisis
• Ideal when attention focused on issue
• Need frameworks as well as facts

14
Knowing Which Mode You Are Not In

• Corporate Communication
• Shapes attitudes toward the organization
• Puts facts into organizations perspective
  (spin)
• Aim is to persuade, build trust
• Works best for audiences not paying close
  attention
• Tends to be patronizing.
• Essential if public does not trust the
  organization, how can the organization help the
  public?

The Dark Side spinning harmful products
?
The Pastel Side PR for the sake of a positive
image and identity
15
Knowing Which Mode You Should Be In

• Health Communication
• When there is a discreet message about personal
  health
• When the objective is behavior change for the
  individual
• Short or long term commitment
• Social Marketing
• When the objective is behavior change
• Implies a long-term commitment (years) and social
  change
• Concept is to create supportive social
  environment, reinforcing individual behavior and
  offering healthy choices

16
Our Philosophy on Risk Communication

• It is a necessary function in a changing,
  pluralistic, technologically-oriented society.
• Should be centered on the public and the message,
  not on the expert or a mission.
• Should not assume that the public is giving its
  undivided attention.
• Public health authorities have a legitimate
  obligation to persuade.
• Other modes of communication have their place
  risk communication is one of several modes to be
  used strategically.