National Center for Food Protection Defense Risk Communicator

National Center for Food Protection & Defense Risk Communicator Training For Food Defense Preparedness, Response & Recovery Date Presenters

Risk Communication Team

Risk Communicator Training Modules l Module 1 An Introduction to Risk Communication l Module 2 Food Defense & the Psychology of Terrorism l Module 3 Message Development & Delivery l Module 4 Risk Communication Preparedness & Planning 3

4

National Center for Food Protection & Defense Risk Communicator Training Module One An Introduction to Risk Communication

An Introduction to Risk Communication topic one Defining Risk Communication: What It IS & What It Isn’t topic two Risk Perception: Facts & Feelings topic three We’re All Risk Communicators: It Is Your Job! 6

Module One Learner Outcomes l Apply the risk communication goals to a foodborne outbreak. l Describe the function of risk communication within the risk management model. l Identify the factors that drive perceptions of risk. l Compare and contrast communicator roles from various segments of the food system. 7

module one An Introduction to Risk Communication topic one Defining Risk Communication: What It Is & What It Isn’t

Risk communication defined An open, two-way exchange of information and opinion about risk leading to better understanding and better risk management decisions. Source: USDA, 1992 9

Risk communication goals § Tailor communication so it takes into account the emotional response to an event. § Empowers audience to make informed decision-making. § Prevent negative behavior and/or encourage constructive responses to crisis or danger. 10

risk comm clipping file "The best way to guard against the flu is to get vaccinated, which helps to protect you, your loved ones, and your community. " CDC official Seasonal flu vaccination September, 2006

risk comm clipping file “We are very concerned for those who became ill and our thoughts are with them as we continue to work closely with health officials as they try to determine the root cause of this. While the authorities do not know the source of this contamination, they have said there haven't been any new cases since Nov 29, so they are confident that it is most likely no longer a threat. " State emergency response spokesperson Pandemic preparedness October, 2006

risk comm clipping file … “The idea that salad greens have become a source of E. coli is very shocking, and it means we have a real problem in the food system. This is very serious. " University Food Studies & Public Health Specialist E. coli – spinach outbreak September, 2006

risk comm clipping file “We have not with certainty traced the illness to any specific product or source. But people in high-risk groups for developing listeriosis, particularly pregnant women, the elderly and persons with compromised immune systems should take precautions. ” CDC spokesperson Re: Listeriosis - hot dogs outbreak December, 1998

risk comm clipping file “…Spinach is high in antioxidants, which can protect against heart disease and cancer. If you’re having a hard time finding spinach, there are lots of other greens with nutritional value. We should not forget about mustard greens, bok choy, kale and chard, broccoli and Brussel sprouts. I would suggest things like romaine lettuce and arugula. ” County Dietitian Following E. coli – spinach outbreak, October, 2006

risk comm clipping file …Concerning restoring public trust following the outbreak: "Farmers approach it as the most serious concern that they have. The most important commodity that we have is the public trust. " Industry association spokesperson E. coli – spinach outbreak September, 2006

Communication models Basic Communication Model l l Uni-directional or we tell “them” approach Who says - what - when - to whom - through what channel - with what effect Risk Communication Model l l Multi-directional Actively involves the audience as an information source 17

Risk Communication elements Multi-directional & actively involves the audience as an information source l l l Audience assessment Audience involvement Message l l l Logistics Metamessaging Listening Self-assessment Evaluation 18

Risk communication outcomes l Decrease illness, injury & deaths l Build support for response plan l Assist in executing response plan l Prevent misallocation & wasting of resources l Keep decision-makers well informed l Counter or correct rumors l Foster informed decision-making concerning risk 19

Contributing disciplines Risk Communication is trans-disciplinary: Love Canal (’ 78) & Three Mile Island (’ 79) l l Environmental Science Social Psychology Philosophy Political Science l l Communication Chemistry Public Health Epidemiology 20

Risk & crisis communication Preparedness & Recovery l l l Planned, tested, strategic Pre-event activities Multi-directional Proactive Certain Crisis Response l l l Spontaneous Post-event Uni-directional Reactive Equivocal 21

Applying the concepts Unpacking the Message 22

Summary What Risk Communication is NOT: l Spin l Public relations l Damage control l Crisis management l How to write a press release l How to give a media interview l Always intended to make people “feel better” or reduce their fear 23

Summary And what Risk Communication IS: l Considers human perceptions of risk l Multi-directional communication among communicators, publics and stakeholders l Activities before, during and after an event l An integral part of an emergency response plan l Empowers people to make their own informed decisions 24

module one An Introduction to Risk Communication topic two Risk Perception: Facts & Feelings 25

Risk analysis paradigm l Everything we do involves risk l Zero risk is unachievable l Options exist for managing every risk 26

Risk management All potentially effected parties are engaged in: Risk Communication RISK MANAGEMENT Hazard Identification Risk Assessment 27

Interpreting risk l Communicating about risk is difficult because of the way people interpret risk l Involves competing perspectives: objective vs subjective 28

Developed by a leading research university • Experience short term memory boost • Enjoy pleasant feelings in times of stress 29

• Developed by a leading research university • 16 years in the making • Provides short term memory boost & pleasant feeling in times of stress 24 -36 hours in duration • Multiple trials examining potential short term & long term side effects 30

What shapes perceptions of risk l Hazard – something that can go wrong l Probability – likelihood of it happening l Consequences – implications of hazard l Value – subjective evaluation of the relative importance of what might be lost 31

What shapes perceptions of risk l Hazard – something that can go wrong THI NKI l Probability – likelihood of it happening l Consequences – implications of hazard l Value – subjective evaluation of the relative importance of what might be lost NG FE EL ING 32

Scientist - Consumer disconnect SCIENTIST EXPERT CONSUMER PUBLIC knows thinks feels believes Fact-based: hazard, probability Value-based: consequences, value 33

risk comm clipping file "In fact, probably getting out of your automobile and walking into the store to buy beef, has a higher probability than you'll be hit by an automobile than. . . the probability of any harm coming to you from eating beef. " U. S. Agriculture Undersecretary Japanese import ban on U. S. beef January, 2006

Mad Cow, 2003 With permission from the Star Tribune 35 Scientists focus on danger - consumers on the ‘whole cow’

Peter Sandman “The risks that upset people are completely different than the risks that kill people. ” 36

Perceptions of risk Risk = Hazard + Outrage SOURCE: Peter Sandman 38

A variety of risk comm approaches Outrage Management Crisis / Emergency Communicatio n Public Relations Precaution Advocacy High Outrage (fear, anger) Low Hazard (danger) High 39

Goal: Reduce outrage so people don’t take unnecessary precautions High Outrage (fear, anger) Outrage Management Public Relations Crisis / Emergency Communicatio n Precaution Advocacy Low Hazard (danger) High 40

Goal: Increase concern for a real hazard to motivate preventive action High Outrage Management Outrage (fear, anger) Crisis / Emergency Communicatio n Public Relations Low Precaution Advocacy High Hazard (danger) 41

Goal: Acknowledge hazard, validate concern, give people ways to act High Outrage Management Outrage (fear, anger) Public Relations Crisis / Emergency Communication Precaution Advocacy Low Hazard (danger) High 42

Applying the concepts Hazard +Outrage and Your Organization 43

module one An Introduction to Risk Communication topic three We’re All Risk Communicators: It IS Your Job! 44

Prevailing model Risk communication is centralized in PIO or spokesperson functions l l Industry CEO Organization or agency head Communications director Other “official spokespersons” 45

Food system risk communicators Official spokespersons l Industry CEO, food agency director, labor union officer, consumer organization head Communication staff members FEMA l Public information officers, technical writers, web managers Subject matter experts l Scientists, food system experts, terrorism experts, quality assurance officers 46

Food system risk communicators Educators & outreach specialists l Extension staff, consumer educators, outreach workers, public health educators, consumer hotline staff Public health & health care specialists l Agency directors, food inspectors, physicians, nurses, lab specialists, sanitarians 47

Alternative model: We’re ALL risk communicators Including informal channels & networks l l CSREES l l Neighbor to neighbor Rumor mill Online blogs “Person on the street” interviews Talk radio Others? ? ? 48

Schwan’s salmonella outbreak, 1994 l Company features home delivered food products l Est. 224, 000 persons were exposed to ice cream contaminated with salmonella l Contamination traced to tanker trucks that hauled ice cream premix l Interaction between Schwan’s door-todoor delivery drivers & customers was key recovery and restoring trust 49

for Effective t For Effective s e B ices t Message Development Risk Communication c a r P • Risk & crisis communication is an ongoing process 50