Transcript TITLE OF BRIEFING to Whom (U)

Central Asia Regional Health Security Workshop
Co-organized with the Command Surgeon, US Central Command and
the George C. Marshall European Center for Security Studies
17-19 April 2012, Garmisch-Partenkirchen, Germany
Risk Communication
in Disasters
Geoffrey J. Oravec, MD, MPH, MALD
Capt, USAF, MC
Center for Disaster and Humanitarian Assistance
Medicine
17 April 2012
Introduction
• Myths of risk communication
• Perceptions of risk
• Effective communication strategies
• Crafting an effective message
• Example
Myths
• Informing the public will
cause alarm or panic
• It is better to wait to
inform the public until you
have solutions to the
problem
• The issues are too difficult
for the public to
understand
• Risk communication is
not my job
Perception of Risk
• Risk communication strategies are
based on the perception of risk
Perceptions of Risk
• Voluntary vs. involuntary
• Controlled personally vs. controlled by others
• Familiar vs. exotic
• Natural vs. manmade
• Reversible vs. permanent
• Statistical vs. anecdotal
• Fairly vs. unfairly distributed
• Affecting adults vs. affecting children
The Disaster Setting
• People think and act differently
• Simplify or limit information
• Fear, anxiety, confusion – panic?
• Hopelessness or helplessness
• Uncertainty is greatest concern for most
• Loss of self-control
• Give people things to do
• Public must feel empowered
The Disaster Setting
The Public Wants
The Public Needs
• Facts to protect
themselves
• Decrease injury,
illness and deaths
• Information to make
well-informed
decisions
• An effective and
unhindered response
• Participation
• Return to a sense of
normalcy
• Proper use of
resources
Disaster Do’s and Don’ts
Avoid
Encourage
• Mixed messages
• Have a plan
• Releasing
information late
• Deliver your
message first
• Paternalistic
attitudes
• Express Empathy
• Failing to counter
rumors quickly
• Power Struggles
• Competence and
expertise
• Honesty and
openness
Effective Messaging
Accurate
Information
Credibility
Early
Information
Effective
Message
Honesty
Trust
Transparency
Effective Messaging
• The Right Person
Effective Messaging
• Know your audience
Effective Messaging
• Keep it simple
Effective Messaging
• Develop a communication plan
–Verify facts
–3 key messages
• What do you want them to know
• What do you want them to do
–Expect questions
The Message
• Statement of Empathy
• Key message(s)
• The facts of the situation
–What happened/what you know/what
you don’t know
• Actions being taken
• Plan for next steps
• Where more information is available
The Message
Repeat
Repeat
Repeat
Repeat
Repeat
Repeat
Repeat
Repeat
Repeat
Repeat
Handling Questions
Rumors,
Gossip,
Sensationalism,
Distrust, Anger
Key
Messages
Questions?
Geoffrey J. Oravec, MD, MPH
Capt, USAF, MC
[email protected]
(301)294-1470