Risk Communication RISK n Risk is the probability

Risk Communication 활성화 방안

RISK란 무엇인가? n - 정의 부정적인 결과를 초래할 수 있는 위해에 노출될 확률 위해성(爲害性, 危害性) 구성요소 - 가능성/위해/노출/결과 - Risk is the probability that exposure to a hazard will lead to a negative consequence n Hazard (危害, 위해요인) - A source of potential harm from past, current, or future exposures - Risk = Hazard + Outrage + Values +Expected Losses n

Risk Analysis 위해성 분석 n n n To evaluate and manage the potential of unwanted circumstances in a large array of areas Central component of policy-making regarding health, safety, environmental quality since 1970 s in US Hybrid mix of disciplines Pros : promote rational policy deliberation Cons : source of controversy in regulatory consideration

Steps of RISK ANALYSIS Hazard Identification 위해 확인 1. Observation a. Direct information from human experience (1) Clinical (2) Epidemiologic Risk Assessment 위해성 평가 1. Direct : epidemiologic risk assessment 2. Indirect : quantitative risk assessment b. Indirect information from bioassay 2. Inference chemical structure, animal test Risk Management 위해성 관리 Technical feasibility ; economic, social, and political considerations Risk Communication 위해성 대화 Dialogue among interested parties

Risk Communication Process Hazard identification n Risk assessment -who will be harmed? -How many of them will be harmed? -How will they be harmed? -How much will they be harmed? -How long will the harm continue? n Risk managers use the information from the risk assessment n

Types of Risk Communication ENVIRONMENTAL COMMUNICATION SAFETY COMMUNICATION HEALTH COMMUNICATION Safe Use of Pesticides Industrial Hygiene Environmental Impact Statement Safety Planning Setting Health Regulations Natural or Human-Caused Disaster Industrial Plant Accidents Bioterrorism or Disease Outbreaks Medical communication

What Risk Communicators must know Approaches to communicating risk n Ethical issues n Basic principles of risk communication n Constraints to effective risk communication n

Principles of Risk Communication A. PRINCIPLES OF PROCESS B. PRINCIPLES OF PRESENTATION C. PRINCIPLES FOR COMPARING RISKS

A. PRINCIPLES OF PROCESS 1. Know Your Communication Limits and Purpose 2. Pretest Your Message 3. Communicate Early, Often, and Fully 4. Perception is Reality

B. PRINCIPLES OF PRESENTATION Risk에 관한 정보를 청중에게 잘 전달하기 위한 방법과 원리 1. Know Your Audience 2. Don't Limit Yourself to One Form, One Method 3. Simplify Language and Presentation, Not Content 4. Be Objective, Not Subjective 5. Communicate Honestly, Clearly, and Compassionately 6. Listen and Deal with Specific Concerns 7. Convey the Same Information to All Segments of Your Audience 8. Deal with Uncertainty

C. PRINCIPLES FOR COMPARING RISKS 1. Use Analogies, but Don't Trivialize 2. Use Ranges 3. Compare to Standards 4. Compare to Other Estimates of the Same Risk 5. Compare Traits 6. Don't Compare Risks with Different Levels of Associated Outrage 7. Explain Reductions in Magnitude

Approaches to Communicating Risk Communication process approach n Mental models approach n Crisis communication approach n Convergence communication approach n Three-challenge approach n Social trust approach n

Technical Communication vs. Risk Communication Technical Communication n n Communication of scientific or technical information Usually one-way communication Students, workers, scientists Purpose -to educate -to inform -to persuade Risk Communication n n Subset of technical communication Communication of some risks (health, safety, environment) All walks of life Two-way communication Purpose -motivate -encourage

Matching the Spokesperson

Risk Perception “People don’t make decisions about their attitude towards a risk in isolation” Actual risk Perceived benefits Perceived risk Costs of behavioral change

Risk Perception Factors 1 Familiarity ex) SARS 2 Controllability ex) driving vs. flying 3 Benefits ex) life in LA 4 Dread ex) death by shark vs. heart disease 5 Voluntariness ex) smoking vs. asbestos 6 Trust in institutions ex) from known vs. unknown 7 Uncertainty ex) high vs. low 8 Equity 9 Understanding 10 Ethics 11 Human vs. natural origin ex) radiation from nuclear waste vs. from the sun

Myths of Risk Communication n Telling the public about a risk is more likely to unduly alarm people than keeping quiet Communication is less important than education. If people knew the true risks, they would accept them. We shouldn't go to the public until we have solutions to environmental health problems