Transcript Communication Workshop

RISK COMMUNICATION
Some basic principles for successful
change
Contact: CenterforRiskCommunication.org
Outcome
Develop a message to communicate the
challenges and opportunity presented by the
using PBL so students learn the deeper learning
outcomes.
Premise: High stress changes the rules
Low Stress – clear
channel
100
0
High Stress – restricted
channel
0
20%
Mental noise reduces the ability
to process information
on average 80%
100
Premise: High stress changes the rules
• Add Video
Four critical criteria for effective
message content
How?
• Limit number/length of messages
Concise
- No more than three key message elements at a
time
- Elements should be 7-12 words each
• Use simple language
Clear
- 6th-8th grade reading level on average
- Use simple construction
- Avoid jargon
• Recognize time limitations
Brief
- Briefings: 15 minutes
- Answers to questions: 2 minutes
- Sound bites: 9 seconds
• Avoid negative language
Positive
- Avoid the words “no”, “not”, “never”, “nothing”,
“none”
- Address questions by asserting “what is”, rather
than refuting what “is not”
Source: Center for Risk Communication
Why?
• Mental noise and stress reduce the ability to
process information
• People under stress understand information
at four grades below their education level
• A person’s attention span starts to steadily
diminish after 10 minutes and is completely
gone after 15-20 minutes total
• It takes three positives just to balance the
effects of one negative (1N = 3P)
• Repeating a negative, even to refute it, only
reinforces the negative
Message maps organize and prioritize
information
Topic / Concern/ Question
Three types of message maps
• Core message maps
Key message 1
Key message 2
Key message 3
• Response-to-concern message
maps
• Answer-to-tough-question
message maps
Supporting fact 1
Supporting fact 1
Supporting fact 1
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Supporting fact 2
Supporting fact 2
Supporting fact 2
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Supporting fact 3
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Supporting fact 3
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Source: Center for Risk Communication
Message maps have four
significant benefits
• Organize/prioritize/
validate information
• Keep messengers on message
Supporting fact 3
• Prevent “communication regrets”
(Veracity)
• Trigger management actions
Sample core message map (circa 47
BC)
Key topic:
EXAMPLE
‘How goes the war?’
Key Message 1
Key Message 2
Key Message 3
‘I came’
‘I saw’
‘I conquered’
• We traveled many days
SF1
The journey • Mountains were high
was long and
• Valleys were deep
hard
SF1
The enemy’s
armies were
large
• There were more troops than
reported
• Their numbers stretched to
the horizon
• More were arriving
SF2
We suffered
heavy loses
• Many troops fell ill
• Many were injured
• Food and water grew scarce
SF3
• We had the necessary legions
Despite the
difficulties we • We had the necessary
weapons
arrived in
force
• Morale was high
Source: Center for Risk Communication
• They had the newest weapons
SF2
They were • Every man was fully armed
well armed • They were re-supplied daily
and equipped
SF3
They were
well
positioned
• They occupied the high
ground
• They were fully fortified
• They deployed advance
observers
SF1
We engaged
the enemy
forthwith
• We attacked at dawn
• We had the element of
surprise
• We found them in disarray
• Our troops advanced steadily
SF2
• They were fearless in battle
Our legions
fought bravely • They were undaunted by
greater numbers
• Their troops have deserted
SF3
• They have abandoned their
The enemy is
weapons
destroyed
• The victory is ours
27/9/3 Template
People typically lose attention after…
1) 27 Words
2) Nine seconds
3) Three Messages
…whichever occurs first
Source: Center for Risk Communication
27/9/3 on 9/11
• Add 911 Video Example
27/9/3 on 9/11
“Ultimately, the number is more than we can bear. I
believe from this tragedy the city, nation and world
will become stronger. Stronger economically, politically
and emotionally.”
-- Mayor Rudy Giuliani
Without 27/9/3 for BP oil spill
27/9/3 for BP oil spill
“I’m sorry. We’re sorry for the massive disruption it has
caused their lives. And there is no one who wants this
over more than I do. I’d like my life back.” (May 30, 2010)
-- BP CEO
Exercise
Message Development
Message Mapping Procedure
• Brainstorm basic facts
– What we want to say about the topic
– Cryptic, telegraphic language
– Capture ideas – wordsmith later
• Challenge and resolve differences
– “No-spin” zone
– If you say it, be able to verify it
• Develop overarching Key Messages
Contact: CenterforRiskCommunication.org
Exercise
Message Delivery
Messengers Matter
• People judge the messenger before they judge
the message
• People judge the messenger primarily in terms of
trust
• Trust is judged primarily through actions, body
language and verbal communication
Source: Center for Risk Communication
Core Message Template
1.
Convey respect for concerns
2.
State three key messages (27-9-3)
3.
Message one with two supporting facts
4.
Message three with two supporting facts
5.
Message two with two supporting facts
6.
Repeat three key messages (exactly as stated before)
7.
Describe future actions