THE NEED FOR BETTER RISK COMMUNICATION Risk Communication

THE NEED FOR BETTER RISK COMMUNICATION

Risk Communication (Ropeik) Actions, words, and other interactions that incorporate an understanding of and respect for the affective perceptions of the information recipients, intended to help people make more informed decisions about threats to their health and safety.

The Emotional Brain, Joseph Le. Doux, Simon&Schuster, 1996

TRUST MORE AFRAID • Business and Industry • Politicians • A process that’s closed LESS AFRAID • Consumer groups • Neutral experts • A process that’s open

TRUST • • In the communicator In the organization that’s supposed to protect you In the organization creating the risk In the process

TRUST • HONESTY, HONESTY!!! Ø Ø Keeping secrets is RISKY! Dialog and respect for audience feelings must be sincere Don’t try to manipulate Don’t over-reassure

TRUST • Share control Empower effected participants

TRUST • Share control Empower effected participants • Competence Actual performance. Proven ability.

TRUST • Share control Empower effected participants • Competence Actual performance. Proven ability. • On the line with everything you do

RISK v. BENEFIT • • • Nuclear radiation in a medical setting Nuclear materials in non-medical setting Prescription drugs

CONTROL (More Afraid) • Flying • Riding as a passenger in the front seat of a motor vehicle • A process in which you can NOT participate (Less Afraid) • • • Riding a bicycle Driving a motor vehicle A process in which you CAN participate

CHOICE (is the risk voluntary or imposed) (More Afraid) • Food with a potentially harmful ingredient NOT listed on the label • The government chooses you to clean up radioactive waste at the site of an accident. (Less Afraid) • Food with a harmful ingredient that IS listed on the label • You volunteer to clean up radioactive waste at the site of an accident.

NATURAL V. HUMAN-MADE (More Afraid) • Industrial chemicals • Technologies (GM food, nuclear power) • • • (Less Afraid) Organic food and herbal remedies Solar radiation Severe weather

DREAD (More Afraid) • Anything associated with cancer (radiation, pesticides) • Plane Crash (Less Afraid) • Heart disease (# 1 cause of death in developed world) • Flu • Food poisoning

CATASTROPHIC or CHRONIC (More Afraid) • • • Terrorism Plane crashes Nuclear “disaster” (e. g. Chernobyl) (Less Afraid) • • • Heart disease Motor vehicle crashes Air pollution from fossil fuels

UNCERTAINTY (More Afraid) • • New technologies Terrorism Radiation, chemicals, complex technologies Conflicting scientific studies (Less Afraid) • Artificial sweeteners, microwave ovens, electrical & magnetic fields, silicone breast implants

NEW or FAMILIAR (More Afraid) • Nuclear power plants in new areas • Terrorist attacks in America • Avian influenza (H 5 N 1) (Less Afraid) • • • Nuclear power plants where they already exist Terrorist attacks in Israel “Regular” Influenza

ME or THEM • Terrorism to Americans in “The Ho. MEland” after September 11, 2001 • Radiation from power lines when such a line is installed near your home • Do you have the food being recalled?

CHILDREN • • • Plastics in children’s toys Abduction Nuclear plants near schools

FAIRNESS (Equity, Morality) (More Afraid) • Risks to the sick, the elderly, the handicapped, the poor • If you get none of the benefits, and all the risk (Less Afraid) • Risks to workers, the rich, the powerful • If you enjoy some of the benefits along with the risk

PERSONIFICATION • Fear of war rises after we see pictures of the dead and injured • Concern about medical errors increases when we learn of a victim of a doctor’s mistake • Fear of child abduction rises when there is a specific case in the news

Michelle Gardner Quinn 1985 - 2006

AWARENESS (More Afraid) • • • Terrorism Avian flu Nuclear power (Less Afraid) • • • Heart disease Influenza Fossil fuel pollution

Risk Communication Actions, words, and other interactions that incorporate and respect the perceptions of the information recipients, intended to help people make more informed decisions about threats to their health and safety.

The Need for More Effective Risk Communication 1. The Perception Gap can lead to real harms. 2. The risks that arise from people’s perceptions MUST be considered in policy making. 3. Risk communication is a risk management tool for improving public health and safety.

Risk Communication should be the responsibility of senior managers It is not just public relations. It is also a matter of policy. It is not merely what you say, but also what you DO.