Background and Some General Considerations

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Background and Some General Considerations
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The Basic Dilemma in Risk Communication

• The risks that kill people and the risks that
  alarm them are completely different
• Covello Sandman, 2001

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Definition of Risk

• Probability that damage will occur as a result
  of exposure to a chemical, physical or
  biological agent.

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Framework for risk analysis

• Risk assessment
• Identification of the hazard
• Description of the hazard
• Evaluation of the exposure
• Description of the risk

• Risk management
• Risk assessment
• Assessment options
• Options for implementation
• Monitoring and revision

Risk communication
Taken from www.inspection.gc.ca/english/corpaffr/
publications/riscomm.shtml
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Six steps for risk management
CONTEXT/ PROBLEM
ASSESSMENT
RISK
DECISION MAKERS
OPTIONS
ACTIONS
DECISIONS
Source Tinker, T. 1998
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Risk management and public policy Decision-making
process
Legal considerations operational activities
Precautionary
Identify Problem/ hazard
Develop-ment of policy options
Assessment Empirical context Public context
Decisions
Implemen-tation
Evaluation and revision
Principle
Communication/Consultation
Adapted from ADM report, work group on risk
management, March 2000
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Risk assessment
Expert risk assessment HAZARD
Public risk assessment (sometimes)) OUTRAGE
Risk communicators Risk assessment HAZARDOUTRAGE
Taken from www.inspection.gc.ca/english/corpaffr/
publications/riscomm.shtml
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Definition of Risk Communication

• Risk communication is an interactive process of
  exchange of information and opinions among
  individuals, groups, and institutions. It is a
  dialogue in which multiple messages are
  discussed.
• National Research Council, 1989

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Definition of Risk Communication (Continued)

• These messages do not refer only to the nature
  of the risk, but also to the concerns, opinions
  or reactions of individuals to risk messages and
  to legal and institutional arrangements for risk
  management.
• National Research Council, 1989

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Effective Health Risk Communication

• Determines the communitys concerns and responds
  to them
• Reduces the tension between the community and
  personnel of the agency/institution
• Explains the health risk information more
  effectively to the communities

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Why is Health Risk Communication Important?

• It gives the opportunity to communicate health
  risks in a planned way, while at the same time
  being sensitive to the needs of the community
• It incorporates the community into the process of
  risk management
• It helps to build trust and alleviates fear and
  outrage

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• Risk Hazard Outrage

Covello Sandman, 2001
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Evolution of Health Risk Communication

• Stage 1 Ignore the public
• Stage 2 Explain risk information better
• Stage 3 Dialogue with the community
• Stage 4 Include the public as a cooperating
  partner
• Covello Sandman, 2001

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Evolution of Health Risk Communication (Continued)

• Stage 1 Ignore the public

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Evolution of Health Risk Communication (Continued)

• Stage 2 Explain the risk information better

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We just have to improve the way we explain the
risk

• 1 cent in 1 is 1 per cent
• 1 cent in 10,000 is 1 millionth
• 1 cent in 10,000,000 is 1 billionth
• 1 second in 32 years is 1 billionth

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Evolution of Health Risk Communication (Continued)

• Stage 3 Dialogue with the community

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Evolution of Health Risk Communication (Continued)
Stage 4 Include the public as a cooperting
partner
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Elements intervening in a Risk Communication Plan

• Source
• Message
• Media
• Audience

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Situations that call for Risk Communication

• Crisis
• Care
• Consensus

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Components of Risk Communication

• Trust
• Perception
• Fear factors

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Myths that prevent Risk Communication

• We dont have enough time or resources
• We will probably alarm the people
• If only we could explain the risks clearly
• We shouldnt inform them until we have solutions
• This is very difficult for them to understand
• Technical decisions are for technicians to make
• Its not my job
• If you give them an inch, theyll take a mile
• Its the activists fault

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The DOs of Risk Communication

• Evaluate and improve your communication habits
• Share the communication responsibility
• Be attentive and concentrate
• Grasp the significance of what people are telling
  you
• Observe all the non-verbal signals
• Adopt an accepting attitude
• Express understanding and comprehension
• Listen to yourself

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The DONTs of Risk Communication

• Dont confuse listening with remaining silent
• Dont pretend to be listening
• Dont interrupt unnecessarily
• Dont make rapid judgments
• Dont turn the discussion into a matter of vanity
• Dont ask too much
• Dont say I know exactly how you feel
• Dont over-react to emotional phrases
• Dont give advice unless you are asked for it
• Dont hide behind the role of listener

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It is now recognized by authorities at all
levels that deliberate, interactive citizen
participation is more effective for risk
management
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The seven cardinal rules ofRisk Communication

• Accept the public as cooperating partner
• Listen to the public
• Be honest and flexible when listening to the
  opinions of others
• Coordinate and cooperate with other agencies/
  groups that have credibility
• Meet the needs of the media
• Speak clearly and with empathy
• Plan carefully and assess the activities