Transcript Slide 1

National Center for Food Protection & Defense
Risk Communicator
Training
For Food Defense
Preparedness,
Response & Recovery
Date
Presenters
Risk Communication Team
Risk Communicator Training Modules

Module 1
An Introduction to Risk Communication

Module 2
Food Defense & the Psychology of Terrorism

Module 3
Message Development & Delivery

Module 4
Risk Communication Preparedness & Planning

Module 5
Media Relations & Practice
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

Apply the risk communication goals to a
foodborne outbreak.

Describe the function of risk communication
within the risk management model.

Identify the factors that drive perceptions of
risk.

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


Uni-directional or we tell “them” approach
Who says - what - when - to whom - through
what channel - with what effect
Risk Communication Model


Multi-directional
Actively involves the audience as an
information source
17
Risk Communication elements
Multi-directional & actively involves the
audience as an information source



Audience
assessment
Audience
involvement
Message





Logistics
Metamessaging
Listening
Self-assessment
Evaluation
18
Risk communication outcomes

Decrease illness, injury & deaths

Build support for response plan

Assist in executing response plan

Prevent misallocation & wasting of resources

Keep decision-makers well informed

Counter or correct rumors

Foster informed decision-making concerning
risk
19
Contributing disciplines
Risk Communication is trans-disciplinary:
Love Canal (’78) & Three Mile Island (’79)




Environmental
Science
Social Psychology
Philosophy
Political Science




Communication
Chemistry
Public Health
Epidemiology
20
Risk & crisis communication
Preparedness & Recovery





Planned, tested, strategic
Pre-event activities
Multi-directional
Proactive
Certain
Crisis Response





Spontaneous
Post-event
Uni-directional
Reactive
Equivocal
21
Applying the concepts
Unpacking
the
Message
22
Summary
What Risk Communication is NOT:

Spin

Public relations

Damage control

Crisis management

How to write a press release

How to give a media interview

Always intended to make people “feel better” or
reduce their fear
23
Summary
And what Risk Communication IS:

Considers human perceptions of risk

Multi-directional communication among
communicators, publics and stakeholders

Activities before, during and after an event

An integral part of an emergency response plan

Empowers people to make their own informed
decisions
24
module one
An Introduction to
Risk Communication
topic two
Risk Perception:
Facts & Feelings
Risk analysis paradigm

Everything we do involves risk

Zero risk is unachievable

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

Communicating about risk is
difficult because of the way
people interpret risk

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

Hazard – something that can go wrong

Probability – likelihood of it happening

Consequences – implications of hazard

Value – subjective evaluation of the relative
importance of what might be lost
31
What shapes perceptions of risk

Hazard – something that can go wrong

Probability – likelihood of it happening

Consequences – implications of hazard

Value – subjective evaluation of the relative
importance of what might be lost
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
High
Outrage
(fear, anger)
Outrage
Management
Crisis /
Emergency
Communication
Public
Relations
Precaution
Advocacy
Low
High
Hazard (danger)
39
Goal: Reduce outrage so people don’t
take unnecessary precautions
High
Outrage
(fear,anger)
Outrage
Management
Crisis /
Emergency
Communication
Public
Relations
Low
Hazard (danger)
Precaution
Advocacy
High
40
Goal: Increase concern for a real hazard to
motivate preventive action
High
Outrage
Management
Outrage
(fear,anger)
Crisis /
Emergency
Communication
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
High
Hazard (danger)
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!
Prevailing model
Risk communication is centralized in PIO or
spokesperson functions




Industry CEO
Organization or agency head
Communications director
Other “official spokespersons”
45
Food system risk communicators
Official spokespersons

Industry CEO, food agency director,
labor union officer, consumer
organization head
Communication staff members
FEMA

Public information officers, technical
writers, web managers
Subject matter experts

AMEF
Scientists, food system experts,
terrorism experts, quality assurance
officers
46
Food system risk communicators
Educators & outreach
specialists

Extension staff, consumer
educators, outreach workers, public
health educators, consumer hotline
staff
Public health & health care
specialists

Agency directors, food inspectors,
physicians, nurses, lab specialists,
sanitarians
47
Alternative model:
We’re ALL risk communicators
Including informal channels &
networks


CSREES




Neighbor to neighbor
Rumor mill
Online blogs
“Person on the street” interviews
Talk radio
Others???
48
Case Study:
Schwan’s salmonella outbreak, 1994

Company features home delivered food
products

Est. 224,000 persons were exposed to ice
cream contaminated with salmonella

Contamination traced to tanker trucks that
hauled ice cream premix

Interaction between Schwan’s door-todoor delivery drivers & customers was
key recovery and restoring trust
49
for
ForEffective
Effective
Message
Development
Risk Communication
• Risk & crisis communication is an
ongoing process
50