HPEO403 Risk Management: Perception & Communication UNIT 1 Risk = Hazard + Outrage: A Formula for Risk Communication Clarification
HPEO403 Risk Management:
Perception & Communication
UNIT 1Risk = Hazard + Outrage:
A Formula for Risk CommunicationClarification
Fischhoff et al. 1981LOWERS OUTRAGE RAISES OUTRAGE
Voluntary ImposedIndividual’s Control Controlled by others
Benefits Little or no benefitsFairly distributed Unfairly distributed
Natural Man-madeStatistical Catastrophic
Trusted source Un-trusted sourceFamiliar Exotic
Affects adults Affects children
Dr. Peter Sandman (1991) SAFE RISKY
1 Voluntary Coerced2 Natural Industrial3 Familiar Exotic4 Not memorable Memorable5 Not dreaded Dreaded6 Chronic Catastrophic7 Knowable Unknowable8 Individually controlled Controlled by Others9 Fair Unfair
10 Morally irrelevant Morally relevant11 Trustworthy sources Untrustworthy sources12 Responsive process Unresponsive process
Risk = Hazard + Outrage
A
BC
D
Risk = Hazard + Outrage
A
BC
D
Risk = Hazard + Outrage
B
D
Risk = Hazard + Outrage
AD
Risk = Hazard + Outrage
C
D
Risk = Hazard + Outrage
Risk = Hazard + Outrage
Risk = Hazard + Outrage
Risk = Hazard + Outrage
Risk = Hazard + Outrage
A
BC
D
National Crisis Prevention Institute Model for Crisis Prevention:
1) Be empathetic
2) Clarify messages
3) Respect personal space
4) Be aware of body position
5) Permit verbal venting when possible
National Crisis Prevention Institute Model for Crisis Prevention:
6) Set and enforce reasonable limits
7) Avoid overreacting
8) Use physical techniques as a last resort
9) Ignore challenge questions
10) Keep your nonverbal cues non-threatening
CONCLUSIONS
• Workers / Public respond more to Outrage than Hazard
• Activists, Unions, Media do NOT create Outrage, they amplify it!
• When Outraged, people DO NOT LISTEN much to Hazard data
CONCLUSIONS• Outrage is as measurable as Hazard and just
as real
• Risk Communication can mean 2 different types of communication jobs– Reducing Outrage when hazard is low– Increasing Outrage when hazard is high
• Ongoing Outrage reduction requires fundamental changes in an organization
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