M1-Intro-to-Risk-Comm-GUIDE-1-20-07

Everything we do involves risk… In Module 1 we will examine how audience perception of risk drives how we conduct risk communication before, during and after a crisis.. Module 1 Overview

Everything we do involves risk… In Module 1 we will examine how audience perception of risk drives how we conduct

risk communication before, during and after a crisis We will consider the unique features that distinguish risk

communication from other communication approaches We will introduce the view that “risk communicators” exist

throughout an organization involving both formal and informal interaction with employees, networks, customers and

community

Module 1 Learner Outcomes

Upon completion of Module 1, participants will be able to:

 Apply the risk communication goals to a foodborne outbreak (Topic 1)

 Describe the function of risk communication within the risk management model (Topic 1)

 Identify the factors that drive perceptions of risk (Topic 2)

 Compare and contrast communicator roles from various segments of the food system (Topic 3)

Module 1 Overview

Introduction to Module 1: An Introduction to Risk Communication 5 minutes

TOPIC 1: Defining Risk Communication: What It Is & What It Isn’t 30 minutes

 Defining risk communication

 Goals and intended outcomes of risk communication

 Key components of risk communication

 Risk vs crisis communication

 Unpacking the message: application activity

 Risk management elements

 Risk = Hazard + Outrage

 Outrage management, precaution advocacy, crisis/emergency communication

 Hazard + Outrage and your organization: application activity

TOPIC 3: We’re all Risk Communicators: It Is Your Job! 15 minutes

 Role of the official spokesperson

 Food system risk communicators

 Formal and informal information channels

Best Practices Introduced in Module 1

 Risk and crisis communication is an ongoing process

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Module 1 : An Introduction to Risk Communication 1.5 hours

RISK COMMUNICATION

Module 1 introduces participants to definitions and concepts that serve as the foundation for sound risk communication practices

1 Defining Risk Communication: What It Is &

What It Isn’t

2 Risk Perception: Facts & Feelings

3 We’re All Risk Communicators: It Is Your Job!

 Apply the risk communication goals to a catastrophic foodborne outbreak (Topic 1)

 Describe the function of risk communication within the risk management model (Topic 2)

 Identify the factors that drive perceptions of risk

 Compare and contrast communicator roles from various segments of the food system

(Topic 3)

M1 Topic One

Defining Risk Communication: What It Is and What It Isn’t 30 minutes

# CONTENT TRAINER NOTES RESOURCES

IT IS AND WHAT IT ISN’T

 “An open two-way exchange of information and opinion about risk leading to better understanding and better risk management decisions “ (1992)

Source: USDA, 1992

#4 National Research Council

Improving risk communication

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T1.10 RISK COMMUNICATION GOALS

 Tailor communication so it takes into account emotional response to event

 Empower audience to make informed making

decision- Prevent negative behavior (that hampers response or causes more harm) and encourage constructive responses to crisis

Discussion Questions: Message Example #1

 How does this statement take into account the public’s emotional response?

 What constructive behavior is encouraged?

 How does the statement empower audiences to make informed decision-making?

Risk Comm Clipping File #1

 How does this statement take into account the public’s emotional response?

 What constructive behavior is encouraged?

Risk Comm Clipping File #2

T1.13 Application Questions: Message Example #3

 What goal(s) is reflected in this risk communication message? [Ans: Takes into accountemotional response]

Risk Comm Clipping File #3

 What goal(s) is reflected in this risk communication message? [Ans: Empowers informed decision-making]

Risk Comm Clipping File #4

 What goal(s) is reflected in this risk communication message? [Ans: Encourages constructive action]

Risk Comm Clipping File #5

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Application Questions: Message Example #6

 What goal(s) is reflected in this risk communication message? [Ans: Takes into accountemotional response]

Risk Comm Clipping File #6

TRADITIONAL COMMUNICATION APPROACH

Key Concept:

 Audience has a dynamic role in the risk communication model

 Audience assessment – know the public

 Audience involvement – involve the public as

partners

 Message – information content

 Logistics – how you get the content; how you

get it to the audience; how you get their response back

 Listening – for audience response

 Metamessaging – how you say it, reflects how

communicator and audience feel about event (more

on metamessaging in Module 3)

 Self-assessment – on-going

 Evaluation - lessons learned

Source: Peter Sandman

T1.19 RISK COMMUNICATION INTENDED OUTCOMES

Discussion Question:

Ask participants what is NOT an intended outcome, for example: (commonly misunderstood)

 Make people feel safe, less anxious, avoid panic

 Assure public that their fear is unwarranted

Note:

Risk communication is only as good as the effectiveness

to implement the plan, e.g Katrina evacuation

COMMUNICATION PRINCIPLES

Risk Communication has evolved from a number of contributing disciplines:

 EPA sought help bridging the gap between

“expert” and “lay” perceptions of physical hazards

 Psychologists answered by studying perceptions

T1.21 CRISIS COMMUNICATION IS ONE FORM OF RISK

COMMUNICATION

 Risk communication includes communication

strategies before, during and after the event or as

preparedness, response and recovery

 Crisis communication serves as a response to an emergency or crisis such as a foodborne outbreak

Discussion Questions: Illustrate Risk Communication functions before and after a crisis

 Pre-crisis: What types of risk communication messages are we seeing in anticipation of a pandemic outbreak? [Ans: raise awareness or fear

to prompt preparedness actions]

 Post-crisis: What types of risk communication messages have appeared following the E.coli –spinach outbreaks that occurred in 2006? [Ans:

awareness of cross contamination hazards, properlypreparing produce]

Purpose: Analyze message examples by applying concepts introduced in Topic 1.

 Distribute selected “Unpacking the Message”

examples to individuals or small groups

 Ask participants to:

1) Identify whether example was intended for use before, during or after a crisis

2) Identify intended outcome(s) of the risk communication message

 Share findings with the group

T1.23 SUMMARY: WHAT RISK COMMUNICATION IS NOT

How we perceive risk will be considered in the next section (Topic 2)

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M1 Topic Two

# CONTENT TRAINER NOTES RESOURCES

FACTS AND FEELINGS Risk perception drives risk communication

Communicating about risk is difficult because of the way people interpret risk – an intersection of facts and feelings Risk sets the stage for emotional issues that capture headlines

T2.27 RISK COMMUNICATION IS A KEY PART OF RISK

MANAGEMENT

 Successful risk communication builds credibility and shared responsibility for risk management policies through involvement

 These activities are not chronological; they occur simultaneously and interactively

Purpose: To demonstrate how we all interpret risk differently based on both subjective and objective analyses

Instructions:

 “Let’s examine how YOU interpret risk…”

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T2.30  Present U-phoria pill’s background

 Next field additional questions Give positive answers concerning cost, approval, access, availability, etc

 When asked about the specifics concerning side effects, respond:

 Severe diarrhea lasting up to 24-hours

Next Step:

 Instruct group to stand up

“Would you take the U-Phoria pill? Stay standing if you would you be willing to take the U-Phoria pill even if the odds of developing severe diarrhea were:

 Why was there a range of responses?

 What does this tell us about risk perception?

[Ans: perceptions of risk are individualized]

Considerations that shape perceptions of risk

 Hazard – something that can go wrong

 Probability – likelihood of it happening

 Consequences – implications of hazard

 Value – subjective evaluation of the relative importance of what might be lost

Applying these components to U-Phoria exercise:

 Hazard – severe diarrhea

 Probability – 1 in 1 billion, etc

 Consequences – dehydration, etc, embarrassment, limited mobility

 Value – memory boost, feelings of well-being

T2.32 RISK PERCEPTION FACTORS INVOLVE BOTH

THINKING & FEELINGS

 Thinking (logic) focuses on the hazard (danger) and probability (likelihood or chance) of occurring

 Feelings involves fear, anger and other emotions that are evoked when considering potentialconsequences and value of what may be lost

Example of an expert who discounts Japanese consumers’ perception of the risk of BSE (mad cow) from imported U.S beef

Clipping File #11

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T2.35 ANOTHER EXAMPLE: U.S CONSUMER RESPONSE

TO MAD COW DISEASE IN 2003

This editorial cartoon captured the nation’s response to BSE (“mad cow disease”), where scientists and public health experts characterized a very small danger given the safeguards in place, while some consumer groups and politicians raised alarms which captured media attention and fed the fear factor

Source: Minneapolis Star

Tribune, January, 2004

Peter Sandman is a leading risk communication expert and member of NCFPD Risk Communication TeamThis quote refers to the fact that there is virtually no correlation between what upsets you and what can harmyou Sometimes we're upset about serious risks, sometimes about silly ones

About Peter Sandman:

http://www.petersandman.com/

#about

Source of quote:

http://www.psandman.com/handouts/sand46.pdf

 What are some food-related “risks” that upset consumers?

T2.38 RISK = HAZARD + OUTRAGE

Hazard = danger/probabilityOutrage = fear/dread/angerAccording to Sandman:

 Outrage is as real as hazard

 Both are measurable

 Both are manageable

#7 Sandman P The relationship

between hazard and outrage

http://www.psandman.com/handouts/sand44.pdf

The level of hazard and outrage determines the communication approach:

 public relations

 precaution advocacy

 outrage management

 crisis/emergency risk communication

#4 Sandman P Four kinds of

risk communication

 Low hazard + high outrage

 Goal: Reduce outrage so people don’t take unnecessary precautions

Food examples for outrage management:

 BSE (Mad Cow)

 Genetically modified foods (“Franken-foods”)

 Cloned animal products

Source: Peter Sandman

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T2.41 PRECAUTION ADVOCACY

 High hazard + Low outrage

 Goal: increase fear to motivate preventative action

 Also described as health education or issue management

Food examples for precaution advocacy:

 Salmonella in undercooked poultry

 Mercury in fish

 High fat diet

 Vibrio in shellfish

 Raw milk and cheese

 Undercooked ground meats

Source: Peter Sandman

 High hazard + High outrage

 Goal: Acknowledge hazard, validate concern,give people ways to respond

 Examples: food safety example, bioterrorism event

Food examples for crisis or emergency risk communication:

 Identify issues within your organization for each

of the communication approaches

 What are your organization’s communication goals for each issue?

 Ask for volunteers to share responses Record

on flipchart to represent range of food issues

Handout:

M1.Risk=Hazard+Outrage worksheet.doc

M1 Topic Three

We’re All Risk Communicators: It Is Your Job! 15 minutes

# CONTENT TRAINER NOTES RESOURCES

The last topic discusses the role of the risk communicator in various segments of the food system

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T3.45 BEYOND THE SPOKESPERSON

Traditionally, risk communication is centralized in Public Information Officer (PIO) or spokesperson functions:

Who are the official spokespersons in your organization?

SERVE MANY ROLES AND FUNCTIONSFoodborne outbreaks or emergencies will usually involvethese risk communicators:

 They participate in press conferences, prepare statements, address public in meetings, consumer service reps, etc

 These persons should be trained in risk communication as part of an organization’s preparedness planning

Images: Cooperative State Research, Education and Extension Service (CSREES)

http://www.csrees.umd.edu/

Research, Education and Extension Service (CSREES)

http://www.csrees.umd.edu/

T3.48 RISK COMMUNICATORS WE OVERLOOK

Risk communication occurs in other settings as well

It is important to recognize the importance of these communicators within your organization

Discussion Questions:

 What are the formal communication channels

used by your organization?

 What are informal information channels in your

organization?

Images: Cooperative State Research, Education and Extension Service (CSREES)http://www.csrees.umd.edu/

Case study illustrates importance of these “informal” riskcommunicators:

 Schwan’s is a privately owned company based

in Minnesota that features home delivered food products

 In 1994, an estimated 224,000 persons were exposed to salmonella contaminated ice cream

 Source – tanker trucks carrying ice cream premix had not been cleaned adequately

 Home delivery drivers were instrumental in communicating with customers and restoring trust in Schwan’s products [Key concept]

Discussion Questions:

 Who are the employees in your organization who could serve a similar function during a food-related emergency?

#9 Sellnow, T and R Littlefield,

eds Lessons Learned about

protecting America’s food supply

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T3.50 BEST PRACTICES FOR EFFECTIVE RISK

COMMUNICATION

Note:

 10 Best Practices for effective Risk Communication were identified by NCFPD Risk Communication Project collaborators

 Best practices will be highlighted at the end of each module

Best practices principle introduced in the module:

 Risk and crisis communication is an ongoing process

o Implement as preparedness, response and recovery strategies

o Incorporate risk communication into the policy development process

o Continuously evaluate and update crisis communication plans

#8 Seeger, M Best practices in

risk and crisis communication:

an expert panel process

Handout:

M1.T3.Risk Comm Best Practices.doc

Glossary Terms

Consequences - implications of hazard

Crisis - an event that is a serious risk both in hazard terms and in outrage terms; a discrete situation that poses high-hazard high-outrage risksCrisis and emergency communication – communication during a crisis

Danger - something that can go wrong or has uncertain consequences of potential harm

Emergency risk communication - attempt by experts to provide information to allow an individual, stakeholders, or an entire community to make the best possible decisions about their well being within nearly impossible time constraints and ultimately accept the imperfect nature of choices during a crisis… (CDCynergy)

Hazard – something that can go wrong

Issues management communication – similar to crisis communication, however, organization has advance knowledge of impending crisis and opportunity to choose the timing of the communication to stakeholders and the public and the issue and organization’s plan to resolve it (CDCynergy)

Metamessaging - all the content of crisis communications other than information content: how reassuring to be, how confident to sound, how

to address emotion, etc

Outrage - psychological reaction people have to a perceived threat, e.g fear, anger, frustration, dread

Panic - sudden strong feeling of fear that prevents reasonable thought or action

Pre-crisis communication - communication about a possible future crisis

Probability – likelihood of it happening, based on statistics

Psychometrics - the psychological theory or technique of mental measurement

Relative risk - risk of disease among those exposed/risk among unexposed

Risk - measurement of the likelihood and consequence of something bad happening combined with our psychological reaction to it (outrage) Note: term ‘risk’ is used by most biological and medical scientists to indicate simply the likelihood and consequence of an event

Risk - probability of loss of that which we value (value-based, not knowledge-based) (Covello)

Risk analysis - A set of tools used to support rational decision-making in the face of uncertainty Includes hazard identification, risk

assessment, risk management and risk communication Note: the term risk analysis is sometimes used as a synonym for risk assessment

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