Transcript Session 3 and 5_risk communication nuclear

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 LeDoux, 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, HONESTY!!!
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

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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 (H5N1)
(Less Afraid)
• Nuclear power plants where they already exist
• Terrorist attacks in Israel
• “Regular” Influenza
ME or THEM
• Terrorism to Americans in “The
HoMEland” 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.
The Goal of Risk
Communication
To increase trust, which
means that your information
will have more influence on
your audience.
DAVID ROPEIK
CONSULTANT IN RISK
PERCEPTION
AND RISK COMMUNICATION
[email protected]
WWW.DROPEIK.COM
978 369-5675