1 Risk Communication – Principles, Tools, & Techniques Dr. Vincent T. Covello Center for Risk Communication Patricia A. Milligan Office of Nuclear Security.

1

Risk Communication – Principles, Tools, &

TechniquesDr. Vincent T. Covello

Center for Risk Communication

Patricia A. MilliganOffice of Nuclear Security & Incident Response

April 1, 2010

“The problem with communication is the illusion it has occurred.”

George Bernard Shaw

3Copyright Dr. V. Covello, Center for Change/Risk Communication

Radiological Risk and Emergency Communications

Draft NUREG/CR-XXXX

Copyright, Dr. V Covello, Center for Change/Risk Communication

Project Objective

NRC, EP and Communications

• 10 CFR 50.47(b)(7)• 10 CFR 50 Appendix E

• NUREG-0654/FEMA REP-1


“…Dose rates of radiation equivalent to one mammogram per hour have been measured

at a location approximately one mile southwest of the plant.”

Press Release # 3, 2008 Bi-Annual Full Participation Nuclear Power Plant Emergency Preparedness

Exercise

“…Dose rates of radiation equivalent to one mammogram per hour have been measured

at a location approximately one mile southwest of the plant.”

Press Release # 3, 2008 Bi-Annual Full Participation Nuclear Power Plant Emergency Preparedness

Exercise



Project ObjectiveProject Objective• To compile information on best practices

and knowledge on risk communication before, during, and after a radiological emergency at a nuclear power plant.

• To provide this information to nuclear power plant licensees and local emergency responders.

(Note: This project is not regulation or evaluation criteria.)

• To compile information on best practices and knowledge on risk communication before, during, and after a radiological emergency at a nuclear power plant.

• To provide this information to nuclear power plant licensees and local emergency responders.

(Note: This project is not regulation or evaluation criteria.)


• Compilation of best practice in risk and crisis communication.

• Should not be seen at all as a new requirement.

• Use of these tools should help make your life easier.

• Compilation of best practice in risk and crisis communication.

• Should not be seen at all as a new requirement.

• Use of these tools should help make your life easier.

Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication

• Over 8000 Articles in Peer Reviewed Scientific Journals

• Over 2000 Books by Scientific Publishers


• Over 2000 Books by Scientific Publishers

Risk Communication Research and Practitioner

Literature

Risk Communication Research and Practitioner

Literature


AgendaAgenda

Part I: Core Concepts

Part 2: Templates

Part 3: Case Studies and Discussion


Part 2: Templates

Part 3: Case Studies and Discussion


DefinitionDefinition

Risk: “a threat of loss, real or perceived, to that which we value.”



DefinitionDefinition


Risk Communication: “the exchange of information about risks.”


Risk Communication: “the exchange of information about risks.”

Copyright, Dr. V Covello, Center for Change/Risk Communication1-12

Risk Communication:Definition

Risk Communication:Definition

• Is an interactive process of exchange of information and opinion among individuals, groups, and institutions

• Involves multiple messages about the nature of risk

• Involves messages not strictly about risk, such as legal and institutional arrangements for risk management

Source: “Improving Risk Communication,” National Academy of Sciences, 1989

• Is an interactive process of exchange of information and opinion among individuals, groups, and institutions

• Involves multiple messages about the nature of risk

• Involves messages not strictly about risk, such as legal and institutional arrangements for risk management

Source: “Improving Risk Communication,” National Academy of Sciences, 1989


Mental NoiseMental Noise

• Threats (risks) produce stress

• Stress produces emotion

(e.g., anxiety, concern, worry, fear, anger, outrage)

• Stress and emotion produce mental noise, which can radically change the way people process information

• Threats (risks) produce stress

• Stress produces emotion

(e.g., anxiety, concern, worry, fear, anger, outrage)

• Stress and emotion produce mental noise, which can radically change the way people process information


Risk Communication GoalsRisk Communication Goals

• enhance knowledge and understanding

• build trust and credibility

• encourage appropriate attitudes, behaviors and beliefs

• enhance knowledge and understanding

• build trust and credibility

• encourage appropriate attitudes, behaviors and beliefs


• Risk communication is a science-based discipline

• High concern situations change the rules of communication

• The key to risk communication success is anticipation, preparation, and practice




Risk Communication:

Key Messages

Risk Communication:

Key Messages








Risk Communication:

Key Messages

Risk Communication:

Key Messages



• 2000 Books


• 2000 Books

Risk Communication LiteratureRisk Communication Literature


Risk Communication Literature: Example


Dr. R. Hyer and Dr. V. Covello

“Effective Media Communication During Public Health Emergencies:

A World Health Organization Handbook”

World Health Organization, United Nations: Geneva, April 2007

(www.amazon.com or www.who.int/bookorders)

Dr. R. Hyer and Dr. V. Covello

“Effective Media Communication During Public Health Emergencies:

A World Health Organization Handbook”

World Health Organization, United Nations: Geneva, April 2007

(www.amazon.com or www.who.int/bookorders)


“Communicating Radiation Risks”

Sample scenarios Pre-approved messages Lessons learned

“Communicating Radiation Risks”

Sample scenarios Pre-approved messages Lessons learned

Copyright, Dr. V Covello, Center for Change/Risk CommunicationHERC v 3.1Copyright, Dr. V Covello, Center for Change/Risk Communication

Risk Communication Literature:Example

Risk Communication Literature:Example

“Five Essential Elements of Immediate and Mid-Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007

Authors: Steven Hobfoll et. al.

Conclusion of ResearchProvide people a sense of:

• Hope• Self- and community efficacy• Safety • Calm• Connectedness

“Five Essential Elements of Immediate and Mid-Term Mass Trauma Intervention: Empirical Evidence,” Psychiatry, 70(4): 2007

Authors: Steven Hobfoll et. al.

Conclusion of ResearchProvide people a sense of:

• Hope• Self- and community efficacy• Safety • Calm• Connectedness


Risk Communication: Resources Risk Communication: Resources

• J. Lehrer, “How We Decide• M. Gladwell, “Blink”• R. Fisher, “Getting to Yes”• D. Morris, “Body Talk: A Dictionary

of Human Gestures”• E. Tufte, “Visual Explanations”

• J. Lehrer, “How We Decide• M. Gladwell, “Blink”• R. Fisher, “Getting to Yes”• D. Morris, “Body Talk: A Dictionary

of Human Gestures”• E. Tufte, “Visual Explanations”


“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”George A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97











Risk Communication:

Key Messages

Risk Communication:

Key Messages


Risk Communication:Core Concepts

Risk Communication:Core Concepts

When people are stressed or concerned, they typically:

• …have difficulty, hearing, understanding, and remembering information

• …want to know that you care before they care what you know.

• …focus most on what they hear first and last.

When people are stressed or concerned, they typically:

• …have difficulty, hearing, understanding, and remembering information

• …want to know that you care before they care what you know.

• …focus most on what they hear first and last.


Risk Communication:Core Concepts - continued

Risk Communication:Core Concepts - continued

When people are stressed or concerned: • …the gap between reason and emotion (risk

perceptions) often becomes wider.• …they typically focus much more on negative

information than positive information.• …they typically process information at four

grades below their education level.• …they typically seek out additional third

party sources of credible information.

When people are stressed or concerned: • …the gap between reason and emotion (risk

perceptions) often becomes wider.• …they typically focus much more on negative

information than positive information.• …they typically process information at four

grades below their education level.• …they typically seek out additional third

party sources of credible information.








Risk Communication:

Key Messages

Risk Communication:

Key Messages


Seven Step Risk Communication Strategy

Seven Step Risk Communication Strategy

1. Identify a risk communication issue or scenario

2. Identify the primary stakeholders/target audience

3. Identify potential questions or concerns4. Develop key messages using message

mapping5. Develop supporting information for key

messages6. Test and practice messages7. Deliver messages through appropriate

communication channels

1. Identify a risk communication issue or scenario

2. Identify the primary stakeholders/target audience

3. Identify potential questions or concerns4. Develop key messages using message

mapping5. Develop supporting information for key

messages6. Test and practice messages7. Deliver messages through appropriate

communication channels


Risk Communication:

Core Principles

“Most of the concerns and questions of upset or concerned people can be predicted and prepared for in advance.”

Risk Communication:

Core Principles

“Most of the concerns and questions of upset or concerned people can be predicted and prepared for in advance.”

Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello,Center for Risk Communication

“It takes me an average of two weeks to prepare an impromptu speech.”

Mark Twain


Mark Twain

Mark TwainMark Twain


Stakeholder Predictability

“50 Most Frequently Asked Questions by Terminally Ill Patients”


“50 Most Frequently Asked Questions by Terminally Ill Patients”



• “77 Most Frequently Asked Questions by Journalists in a Disaster” (handout)


• “77 Most Frequently Asked Questions by Journalists in a Disaster” (handout)



“65 Most Frequently Asked Questions about Pandemic Influenza” (www.pandemicflu.gov)

“ 205 Most Frequently Asked Questions Following a Water Security or Water Contamination Event”

(USEPA, Effective Risk Communication during Water Security Emergencies” EPA/600/R-07/027)


“65 Most Frequently Asked Questions about Pandemic Influenza” (www.pandemicflu.gov)

“ 205 Most Frequently Asked Questions Following a Water Security or Water Contamination Event”

(USEPA, Effective Risk Communication during Water Security Emergencies” EPA/600/R-07/027)

http://www.pandemicflu.gov/

http://www.pandemicflu.gov/


Radiological Emergencies:

Project Finding

• Over 450 questions anticipated from the media and the public

• 14 categories of questions

(for example, questions about evacuation, sheltering in place, health and safety, KI, and economic impacts)

Radiological Emergencies:

Project Finding

• Over 450 questions anticipated from the media and the public

• 14 categories of questions

(for example, questions about evacuation, sheltering in place, health and safety, KI, and economic impacts)








Risk Communication:

Key Messages

Risk Communication:

Key Messages







Message Map Stakeholder Question or Concern:

Key Message9 words on average



Support-ing Info.

1.1

Support-ing Info.

1.3

Support-ing Info..

1.2

Support-ing

Info. 2.1

Support-ing Info.

2.2

Support-ing Info.

2.3

Support-ing Info.

3.1

Support-ing Info.

3.2

:

Support-ing Info.

3.3

37Copyright Dr. V. Covello, Center for Change/Risk Communication HERC v 3.1Copyright, Dr. V Covello, Center for Change/Risk Communication

OverarchingMessage Map

West Nile Virus Map

Key Message“Remove Standing Water”

Key Message“Wear Protective Clothing”

Key Message“Use Insect Repellent”

1.1

1.3

1.2

2.1

2.2

2.3

3.1

3.2

3.3

Unattended swimming

pools

Long Sleeves

Cup of Water

Flower Pots/Bird

Baths

Long Pants

Dusk and Dawn

DEET

23%

Medical Research


AgendaAgenda


Part 2: Templates

Part 3: Special Topics


Part 2: Templates

Part 3: Special Topics


Risk Communication Templates (see handout)

Risk Communication Templates (see handout)

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK


Risk Communication/Message Mapping Templates

Risk Communication/Message Mapping Templates

• CCO• CCO


Caring/Empathy Principle

“When people are stressed and upset, they want to know that

you care before they care what you know.”

Caring/Empathy Principle

“When people are stressed and upset, they want to know that

you care before they care what you know.”


The CCO Template The CCO Template

• Compassion

• Conviction

• Optimism

• Compassion

• Conviction

• Optimism


Assessed in first 9-30 seconds

Assessed in first 9-30 seconds

Listening/Caring/

Empathy/Compassion50%

Competence/Expertise 15-20%

Honesty/ Openness

15-20%

AllOther Factors

15-20%

Trust Factors in High Stress Situations

Trust Factors in High Stress Situations


TemplatesTemplates

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency


Contact: CenterforRiskCommunication.orgContact: CenterforRiskCommunication.org

Mental Noise Mental Noise (Attention Span)(Attention Span)

Mental Noise Mental Noise (Attention Span)(Attention Span)

0 100

Mental noise can reduce

the ability to process

communication up to 80%

20%


TemplatesTemplates

• Rule of 3

• 27/9/3

• Primacy/Recency

• Rule of 3

• 27/9/3

• Primacy/Recency


Mental Noise: The Rule of 3Mental Noise: The Rule of 3

Everything in Threes– Three Key Messages– Repeat Messages Three Times

(e.g., Triple T Model)– Key Messages Supported by Three

Supporting Messages or Three Credible Sources

Everything in Threes– Three Key Messages– Repeat Messages Three Times

(e.g., Triple T Model)– Key Messages Supported by Three

Supporting Messages or Three Credible Sources


TemplatesTemplates

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency


The 27/9/3 Template

The 27/9/3 Template

• 27 words

• 9 seconds

• 3 messages

• 27 words

• 9 seconds

• 3 messages


TemplatesTemplates

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency


Primacy/RecencyPrimacy/Recency


Primacy/Recency

“When people are stressed and upset, they typically focus most

on that which is said first (primacy) and last (recency).”

Primacy/Recency

“When people are stressed and upset, they typically focus most

on that which is said first (primacy) and last (recency).”


Primacy/Recency TemplatePrimacy/Recency Template

• Low Stress Situations:

Brain processes information based on linear order (e.g., 1, 2, 3)

• High Stress Situations:

Brain processes information based on primacy/recency (e.g., 1, 3, 2)


Brain processes information based on linear order (e.g., 1, 2, 3)


Brain processes information based on primacy/recency (e.g., 1, 3, 2)


Risk Communication Templates


• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK




• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK


AGL-4 Template

=======

AGL (Average Grade Level) Minus 4 (Four Grade Levels)

Template

“When people are stressed and upset, they typically process

information at four grade levels below their average grade

level.”

AGL-4 Template

=======

AGL (Average Grade Level) Minus 4 (Four Grade Levels)

Template

“When people are stressed and upset, they typically process

information at four grade levels below their average grade

level.”


AGL-4 ShiftAGL-4 Shift


Brain processes information at

AGL (average grade level)



AGL-4 (average grade level minus 4 grade levels)



AGL (average grade level)



AGL-4 (average grade level minus 4 grade levels)


Notification of Unusual Event

“Under this category, events are in process or have occurred which indicate potential degradation in the level of safety of the plant. No release of radioactive material requiring offsite response or monitoring is expected unless further degradation occurs.”

Source: NRC Web Site


Message Maps

• Used to respond to high concern questions

• Contain clear, concise, layered information

• Contain vetted or screened messages for anticipated questions


Message Mapping Goals

• Enhance knowledge and understanding

• Build trust and credibility

• Encourage appropriate attitudes, behaviors and beliefs




• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK


1N=3P Template

====

1N (Negative) Equals

3 P (Positives) Template

“When people are stressed and upset, they typically focus more

on the negative than on the positive.”

(Negative Dominance Principle)

1N=3P Template

====

1N (Negative) Equals

3 P (Positives) Template

“When people are stressed and upset, they typically focus more

on the negative than on the positive.”

(Negative Dominance Principle)


1N=3P (Negative Dominance)

1N=3P (Negative Dominance)

• Avoid absolutes • (e.g., never, always)

• Avoid Repeating Untrue Negatives/False Allegations

• Balance bad news with positive, constructive messages

• Avoid absolutes • (e.g., never, always)

• Avoid Repeating Untrue Negatives/False Allegations

• Balance bad news with positive, constructive messages


Negatives

====

No, Not, Never, Nothing, None

Negatives

====

No, Not, Never, Nothing, None


General K. Kiley, MedCom Commander, Walter Reed, Congressional Testimony

General K. Kiley, MedCom Commander, Walter Reed, Congressional Testimony

Q.: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed”

A.: “I’m trying not to say I’m not accountable.”Q.: “How could you not have known?A.: “I don’t do barracks inspections at Walter

Reed.”Q. “Why did you do so little?”A. “Walter Reed is not my only command.”

Source: March 6, 2007, Washington Post

Q.: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed”

A.: “I’m trying not to say I’m not accountable.”Q.: “How could you not have known?A.: “I don’t do barracks inspections at Walter

Reed.”Q. “Why did you do so little?”A. “Walter Reed is not my only command.”

Source: March 6, 2007, Washington Post




• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK

• CCO

• Rule of 3

• 27/9/3

• Primacy/Recency

• AGL-4

• 1N=3P

• IDK


I.D.K. (I Don’t Know) Template

I.D.K. (I Don’t Know) Template

• Repeat the question (optional)

• Say you don’t know/can’t

answer/wish you could answer

• Give the reason you don’t know or can’t answer the question

• Indicate follow up

• Bridge to what you can say about the issue

• Repeat the question (optional)

• Say you don’t know/can’t

answer/wish you could answer

• Give the reason you don’t know or can’t answer the question

• Indicate follow up

• Bridge to what you can say about the issue


“If I had all day to cut a large tree,

I would spend most of the day

sharpening my axe.”

- Abraham Lincoln

“If I had all day to cut a large tree,

I would spend most of the day

sharpening my axe.”

- Abraham Lincoln








Risk Communication:

Key Messages

Risk Communication:

Key Messages



- Mark Twain

1 Risk Communication – Principles, Tools, & Techniques Dr. Vincent T. Covello Center for Risk Communication Patricia A. Milligan Office of Nuclear Security.

Documents

changerisk communication

risk communication patricia

risk communication principles

covello center

crisis communication

v covello

nature of risk

discussion slide