Transcript IX.9.2-Risk Communication Process

IAEA Post Graduate Educational Course in Radiation Protection and Safety of Radiation Sources
Intervention for Chronic and Emergency Exposure Situations
Communication with the Public
Risk Communication Process
IX.9.2
Lecture
Program setup
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Identify potential ways to contact various
audiences. Become familiar with how to
use these channels so in the event of
emergency you are prepared to use them
immediately
Where possible, establish these channels
(an emergency site on your organization’s
home page, links to social media,
emergency alert systems to reach the
public’s radios or cell phones
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Phases of Emergency Management
Preparation
 Response
 Recovery
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The risk communication process is
necessary for all potential emergencies
in all three phases
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Basic steps
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List all potential emergencies
For each emergency, identify the goals of
your risk communication plan
For each emergency, develop a resource
of basic information about such an
emergency
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Time_________
Date_________
Guidance for Planning
Circumstances
Context
Perception
Factors
Audiences
Channels
Spokesperson
Actions/Messages
Copyright, Ropeik & Associates
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Time_________
Date_________
Risk Communication Planning
Circumstances
Context
Perception
Factors
Audiences
Channels
Spokesperson
Actions/Messages
Facts, history,
summarize issues.
Based on facts in
column 1, list risk
perception factors
are involved in the
emergency?
Who are your
audiences?
Which relationships
are most important?
Identify special
populations.
List the various
ways to reach each
audience: news
conferences, press
releases, websites,
social media, “kitchentable” meetings, public
meetings, phone calls…
Determine who will
be talking.
Spokesperson
should have
authority and
expertise.
Based on all
columns, enter here
what you will say.
Facts and context
about issue in
general . Have
similar incidents
occurred in the
past? When? What
were the
consequences?
Note details of
current relationship
with stakeholders
(good, bad,
controversial,
cooperative…)
Note political
realities in local
communities.
List all relevant factors
in order of priority.
Example: if “trust” is a
perception factor,
determine how you
will directly address it.
Copyright, Ropeik & Associates
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Column 1: Circumstances, context
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List basic facts about the emergency
Enter facts about the issue in general,
including its context and history
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Column 2: Perception factors
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Based on the facts in Column one, list the
psychological factors, like trust, control,
or uncertainty that might be involved in
the emergency
List all the emotional factors that might be
involved, but prioritize them based on
their importance
Trust is always key
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Psychological Factors Affecting Risk
Perception
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•
•
•
•
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Voluntary
Control
Familiarity
Scientific certainty
Dread
History
Onset of effects
Reversibility
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Fairness
Availability of information
Children
Future Generations
Trust
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Column 3: Audiences
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Who do you want to reach?
Identify special at-risk populations
Some of the risk perception factors in
Column 2 will apply to certain audiences
more than others
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Column 4: Channels
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List the various ways to reach each
audience
 News conferences, press releases,
radio announcements…
 Postings to web sites or social media
sites
 One-on-one “kitchen table” meetings in
people’s homes (in preparation stage)
 Public meetings (preparation, recovery
stages)
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Column 5: Spokesperson
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Designate the spokesperson(s) who will
be most trusted by the audiences affected
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Information should always be delivered in
plain language, even if the spokesperson
has technical expertise
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Column 6: Actions, Messages
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Based on details from the other columns,
enter what you plan to do and what
messages you will deliver
Risk communication is how you act not
just how you speak
Refer to the other columns to effectively
fill in this one
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Risk Communication Planning Process
Chart
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Use the chart for all three stages of risk
communication
Use as many pages as necessary
Note the time and date on each page
Fill in new pages as circumstances change
These charts become a playbook for each plan,
a record of the process to refer to as events
unfold and later for determining lessons
learned
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Prepare Information Materials
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Topic specific fact sheets
Answers to common questions from the
public
Answers to questions from the news
media
Resources to quickly distribute to the
media (including video and audio)
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Other Basic Steps to Prepare
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Create and strengthen relationships with key
partners (news media, public health
authorities…).
Develop actions and messages for each
potential emergency based on the chart and
have a playbook ready to go
Research what the public wants to know and
address public concerns
Test your messages.
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Practice
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Risk communication plans should be an
integral part of any exercise
Exercises should be designed to test the
challenges of managing public behavior
during a theoretical event
Senior managers and spokespeople
should practice delivering key messages
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Emergency Communications
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In the event of an emergency, emergency communication,
sometimes called crisis communication, has several unique
characteristics
The role of communication in managing human behavior is
much more important
The need for constant communication is much higher
The need to monitor other communication channels is much
higher
The risk perception factors of UNCERTAINTY and CONTROL
are much more important than the others
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Audience Needs
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“General Public” Notion is Not Accurate
Each Group has Specific Interests,
Priorities and Information Needs
Audiences Must be Identified Prior to
Emergency
Directly Affected Groups Require Detailed
Information on Risks and Responses
Indirectly Affect Groups Need Tailored
Information to Reduce Risks and Fears
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Identifying Audiences
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1) People Directly Affected by
Contamination
2) People Associated with those Affected –
families, friends, colleagues and
neighbours
3) People Using Affected Infrastructure –
Roads, Parks, Schools and Water Supplies
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Audiences Cont.
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4) People Affected by Protective Actions –
Evacuation, Iodine Tablets and Sheltering
5) People Responsible for Responding to
the Event
6) People Measuring & Monitoring
Contamination
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Audiences Cont.
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7) Opinion Makers & Leaders in Affected
Area
8) People Making Decisions on Radiation
Protection
9) People Obstructing Decisions on
Radiation Protection
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Audiences Cont.
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10) People Who Need to be Informed by
Law, Convention or Agreement
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11) People Suffering Economic Shortages
Due to the Event
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More Audiences!
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12) Nuclear Actors Not Involved in
Emergency Response
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13) Potential Visitors to Affected Site –
Reporters, Officials, Environmental
Activists and Regulators
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Key Communication Tips
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Audiences Should be Engaged in
Preparedness Phase
Identify Drivers of Trust, Agreement and
Controversy
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Tips Cont.
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Involve Stakeholder Groups in Policy
Dialogues and Decisions
Involvement Builds Trust, Understanding
and Cooperation
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Audiences, Channels and Messages
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Audiences
Messages
Information Products and Activities
Effective Communications Strategy Forges
an Efficient Combination of these Key
Components
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Key Channels of Communication
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Different channels are available to transmit information
from an organization to the public
These channels can be controlled by a specific interest
or can be completely uncontrolled
Communications channels include telephones- both
voice and text; electronic media-television and radio;
print media; internet-email, websites and social
networking technologies.
Not all channels will necessarily be available or
practical to use in an emergency
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Key Channels of Communication
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Organization-controlled channels
including: printed products, public
information services, internet websites,
telephone hotlines and video
Mass media-controlled channels
including: broadcast and print media and
online media
Other uncontrolled channels including:
public meetings, chatrooms, blogs,
Twitter, SMS
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Classification Cont.
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Mass media controlled:
 Electronic: TV, radio, media web sites
 Printed: newspapers, magazines
 Direct contact: interviews; briefing
centers; press conference
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Classification Cont.
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Informal channels:
 Electronic: internet and mobile phones
 Print: leaflets and letters
 Direct contact: meeting and visits
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Summary
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Set explicit goals and a clear sense of mission and purpose
Prepare in advance: create an infrastructure, job
assignments and procedures
Prepare materials, equipment, contact information,
messages, for potential emergencies
Message preparation is a process that requires careful
thinking about other elements first
Practice risk communication in exercises
Communication in the early phase of an event has special
aspects
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