Enhancing Risk Communication Effectiveness … D. Smith, MS, ARM, CSP David M. DeJoy, PhD Enhancing Risk Communication Effectiveness Through Building Trust and Credibility

Todd D. Smith, MS, ARM, CSP

David M. DeJoy, PhD

Enhancing Risk Communication Effectiveness Through

Building Trust and Credibility

Used with permission from UnitedMedia

Trust & Credibility in Risk Communication?

Absence of Trust & CredibilityCynicism

Low morale

Turnover

Decreased production

Inability to gain cooperation

Lack of confidence

What is Trust?

• The debate regarding “what is trust”

• Consensus: an expectation or belief that one can rely upon another person’s actions and words and/or that person has good intentions

• Multi-dimensional

• Direct and/or moderating effects?

Dirks & Ferrin, 2001

What Then is Credibility?

• Receiver’s perception of competence or expertise combined with trustworthiness

• Conviction that everything is under control

Risk Communication

What is Risk Communication?

The process by which people become informed about safety, health and environmental risks or hazards and are influenced to make informed judgments, decisions and behaviors.

Morgan, Fischoff, Bostrom & Atman, 2002

Safety & Health Risk Communication

• Intention: risk message

• Content: safety & health risks

• Audience: targeted

• Source: scientists and technical experts

• Flow: from experts to non-experts

Plough & Krimsky, 1987

Communication Can…

• Increase knowledge

• Increase awareness

• Influence perceptions, beliefs & attitudes that may change social norms

US Dept of Health & Human Services

Communication Can…• Prompt action

• Demonstrate skills

• Illustrate benefits of change

• Strengthen organizational relationships

US Dept of Health & Human Services

Communication with other strategies…

• Cause sustained change with behavior change or adoption and maintenance of policies and programs.

• Communication alone is not a fix all safety solution.

US Dept of Health & Human Services

Determinants of Trust & Credibilityin Risk Communication

• Knowledge and expertise

• Openness and honesty

• Concern and care

• Commitment and dedication

Covello, 1992

Dr. Sandman’s Four Types of Risk Communication

HazardTechnical aspect of risk

OutrageNontechnical, perceivedthreat of the hazard

The Synergist

Sandman (April 2003)

Types of Risk Communication

• High Hazard – Low Outrage

• Moderate Hazard – Moderate Outrage

• Low Hazard – High Outrage

• High Hazard – High Outrage

Sandman (April 2003)

High Hazard – Low Outrage

• Apathetic audience• Focus is to increase

outrage• Interesting message,

that is short, concise & accurate

• Usually few objections, concerns or audience reservations

Moderate Hazard – Moderate Outrage

• Attentive audience

• Technical explanation

• Interpersonal communication

• Listen, listen, listen

Low Hazard- High Outrage• Audience is outraged

• Reduce outrage by acknowledging, listening, sharing control, etc.

• In-person dialogue

High Hazard – High Outrage

• Crisis Communication• Fear and misery• Avoid over-reassurance• Communication directed though mass media• Empathy and understanding• See CDCynergy ERC @

http://www.orau.gov/cdcynergy/erc/default.htm

Research to Practice – Tips for Practitioners

• The “asymmetric principle” lurks, so do not destroy trust

• Listen empathetically and openly• Do not prejudge; listen, listen, listen• Be open and honest• Create a culture of caring

Research to Practice – Tips for Practitioners

• Acknowledge uncertainty• Demonstrate competence and make

decisions on science and relevant information

• Overconfidence as arrogance can undermine levels of trust

• Be quick to respond• Don’t over-reassure

Questions?

BibliographyCovello, V. 1992. Trust and credibility in Risk Communication.Health Environ. Digest,6(1), 1-3

Dirks, K. & Ferrin, D. 2001. The role of trust in organizational settings. Organization Science, 12(4), 450-467.

Morgan, M.G., Fischoff, B., Bostrom, A. & Atman, C.J. 2002. Risk communication: A mental models approach. Cambridge: CambridgeUniversity Press.

Plough, A. & Krimsky, S. 1987. The emergence of risk communication studies: Social and political context. Science, Technology and Human Values, 12(3/4), 4-10.

Sandman, P. 2003. Four Kinds of Risk Communication. The Synergist, 26-27.

US Dept. Health & Human Services. Health Communication. US Printing Office.

Thank you for your attention.If you have any questions, please feel free to contact me.

Todd D. Smith, MS, AIM, ARM, [email protected]