TRAINER’S GUIDE
An Introduction toRisk Communication
1.5 hours / 1
Introduction to Module 1
Everything we do involves risk… In Module 1 we will examine how audience perception of risk drives how we conduct risk communication before, during and after a crisis. We will consider the unique features that distinguish risk communication from other communication approaches. We will introduce the view that “risk communicators” exist throughout an organization involving both formal and informal interaction with employees, networks, customers and community.
Module 1 Learner Outcomes
Upon completion of Module 1, participants will be able to:
§ Apply the risk communication goals to a foodborne outbreak. (Topic 1)
§ Describe the function of risk communication within the risk management model. (Topic 1)
§ Identify the factors that drive perceptions of risk. (Topic 2)
§ Compare and contrast communicator roles from various segments of the food system. (Topic 3)
Module 1: An Introduction to Risk Communication REV: 4/2/2007 Page 1 of 23
Module 1 Overview
Introduction to Module 1: An Introduction to Risk Communication 5 minutesTOPIC 1: Defining Risk Communication: What It Is & What It Isn’t 30 minutes
§ Defining risk communication
§ Goals and intended outcomes of risk communication
§ Key components of risk communication
§ Risk vs crisis communication
§ Unpacking the message: application activity
TOPIC 2: Risk Perception: Facts & Feelings 35 minutes
§ Risk management elements
§ Risk = Hazard + Outrage
§ Outrage management, precaution advocacy, crisis/emergency communication
§ Hazard + Outrage and your organization: application activity
TOPIC 3: We’re all Risk Communicators: It Is Your Job! 15 minutes
§ Role of the official spokesperson
§ Food system risk communicators
§ Formal and informal information channels
Summary of Module 1 5 minutes
Total 1.5 hours
Best Practices Introduced in Module 1
§ Risk and crisis communication is an ongoing process
Module 1 : An Introduction to Risk Communication / 1.5 hours# / CONTENT / TRAINER NOTES / RESOURCES
T1.5 / INTRODUCE MODULE 1: AN INTRODUCTION TO RISK COMMUNICATION
Module 1 introduces participants to definitions and concepts that serve as the foundation for sound risk communication practices.
T1.6 / Module 1 TOPICS
1. Defining Risk Communication: What It Is & What It Isn’t
2. Risk Perception: Facts & Feelings
3. We’re All Risk Communicators: It Is Your Job!
T1.7 / MODULE 1 LEARNER OUTCOMES
§ Apply the risk communication goals to a catastrophic foodborne outbreak. (Topic 1)
§ Describe the function of risk communication within the risk management model. (Topic 2)
§ Identify the factors that drive perceptions of risk.
§ Compare and contrast communicator roles from various segments of the food system. (Topic 3)
M1 Topic One
Defining Risk Communication: What It Is and What It Isn’t / 30 minutes
# / CONTENT / TRAINER NOTES / RESOURCES
T1.8 / TOPIC 1: Defining Risk Communication: What It Is and What It Isn’t
T1.9 / USDA Definition of Risk Communication
§ “An open two-way exchange of information and opinion about risk leading to better understanding and better risk management decisions. “ (1992)
Note:
Another definition frequently cited is from the National Research Council:
§ “...an integrative process of exchange of information and opinions among individuals, groups, and institutions; often involves multiple messages about the nature of the risk or expressing concerns, opinions, or reactions to risk messages or to the legal and institutional arrangements for risk management.” (1989) / Source: USDA, 1992
#4 National Research Council. Improving risk communication
T1.10 / RISK COMMUNICATION GOALS
§ Tailor communication so it takes into account emotional response to event
§ Empower audience to make informed decision-making
§ Prevent negative behavior (that hampers response or causes more harm) and encourage constructive responses to crisis
T1.11 / Application Discussion:
§ Present real-life message examples that illustrate goals
§ Ask participants to identify which risk comm goal(s) is reflected in each message
§ Additional message examples can be found in the Risk Communication Clipping File slide set
Discussion Questions: Message Example #1
§ How does this statement take into account the public’s emotional response?
§ What constructive behavior is encouraged?
§ How does the statement empower audiences to make informed decision-making? / Risk Comm Clipping File #1
T1.12 / Application Questions: Message Example #2
§ How does this statement take into account the public’s emotional response?
§ What constructive behavior is encouraged? / Risk Comm Clipping File #2
T1.13 / Application Questions: Message Example #3
§ What goal(s) is reflected in this risk communication message? [Ans: Takes into account emotional response] / Risk Comm Clipping File #3
T1.14 / Application Questions: Message Example #4
§ What goal(s) is reflected in this risk communication message? [Ans: Empowers informed decision-making] / Risk Comm Clipping File #4
T1.15 / Application Questions: Message Example #5
§ What goal(s) is reflected in this risk communication message? [Ans: Encourages constructive action] / Risk Comm Clipping File #5
T1.16 / Application Questions: Message Example #6
§ What goal(s) is reflected in this risk communication message? [Ans: Takes into account emotional response] / Risk Comm Clipping File #6
T1.17 / Risk Communication differs from A traditional communication approach
Key Concept:
§ Audience has a dynamic role in the risk communication model
T1.28 / Components of risk communication
§ Audience assessment – know the public
§ Audience involvement – involve the public as partners
§ Message – information content
§ Logistics – how you get the content; how you get it to the audience; how you get their response back
§ Listening – for audience response
§ Metamessaging – how you say it, reflects how communicator and audience feel about event (more on metamessaging in Module 3)
§ Self-assessment – on-going
§ Evaluation - lessons learned / Source: Peter Sandman
T1.19 / risk communication Intended outcomes
Discussion Question:
Ask participants what is NOT an intended outcome, for example: (commonly misunderstood)
§ Make people feel safe, less anxious, avoid panic
§ Assure public that their fear is unwarranted
Note:
Risk communication is only as good as the effectiveness to implement the plan, e.g. Katrina evacuation
T1.20 / disciplines that have contributed to risk communication principles
Risk Communication has evolved from a number of contributing disciplines:
§ EPA sought help bridging the gap between “expert” and “lay” perceptions of physical hazards
§ Psychologists answered by studying perceptions of hazard
§ Philosophical and sociological work focused on culturally shaped meanings of risk
§ Political science looked at decision-making based on risk
§ Communication scholars engaged in message design research
T1.21 / CRISIS COMMUNICATION IS ONE FORM OF RISK COMMUNICATION
§ Risk communication includes communication strategies before, during and after the event or as preparedness, response and recovery
§ Crisis communication serves as a response to an emergency or crisis such as a foodborne outbreak
Discussion Questions: Illustrate Risk Communication functions before and after a crisis
§ Pre-crisis: What types of risk communication messages are we seeing in anticipation of a pandemic outbreak? [Ans: raise awareness or fear to prompt preparedness actions]
§ Post-crisis: What types of risk communication messages have appeared following the E.coli –spinach outbreaks that occurred in 2006? [Ans: awareness of cross contamination hazards, properly preparing produce]
T1.22 / Application Activity: Unpacking the Message
Purpose: Analyze message examples by applying concepts introduced in Topic 1.
§ Distribute selected “Unpacking the Message” examples to individuals or small groups
§ Ask participants to:
1) Identify whether example was intended for use before, during or after a crisis
2) Identify intended outcome(s) of the risk communication message
· Share findings with the group / Handouts:
Unpacking the MessageS: #6,9,13,14,15,17,19,25
Trainer’s Resource:
M1.Unpacking Message Key
T1.23 / SUMMARY: WHAT RISK COMMUNICATION IS NOT
T1.24 / SUMMARY: WHAT RISK COMMUNICATION IS
How we perceive risk will be considered in the next section (Topic 2)
M1 Topic Two
Risk Perception: Facts & Feelings / 35 minutes
# / CONTENT / TRAINER NOTES / RESOURCES
T2.25 / RISK COMMUNICATION IS A COMBINATION OF FACTS AND FEELINGS
Risk perception drives risk communication
Communicating about risk is difficult because of the way people interpret risk – an intersection of facts and feelings. Risk sets the stage for emotional issues that capture headlines.
T2.26 / RISK ANALYSIS PARADIGM
T2.27 / RISK COMMUNICATION IS A KEY PART OF RISK MANAGEMENT
§ Successful risk communication builds credibility and shared responsibility for risk management policies through involvement.
§ These activities are not chronological; they occur simultaneously and interactively.
T2.28 / Discussion Question:
§ What are some contemporary food issues that represent these competing perspectives?
Responses could include:
§ irradiated food
§ cloned meat and milk products
§ organic food
§ water fluoridation
§ pesticides
§ imported foods
§ transfats, etc.
T2.29 / Optional Activity: U-Phoria Project
Purpose: To demonstrate how we all interpret risk differently -- based on both subjective and objective analyses
Instructions:
§ “Let’s examine how YOU interpret risk…”
T2.30 / § Present U-phoria pill’s background
§ Next field additional questions. Give positive answers concerning cost, approval, access, availability, etc.
§ When asked about the specifics concerning side effects, respond:
§ Severe diarrhea lasting up to 24-hours
Next Step:
§ Instruct group to stand up.
§ “Would you take the U-Phoria pill? Stay standing if you would you be willing to take the U-Phoria pill even if the odds of developing severe diarrhea were:
§ 1 in 1,000,000,000
§ 1 in 1,000,000
§ 1 in 100,000
§ 1 in 1,000
§ 1 in 10
§ Side effects are seen with every dose!
Follow-up Discussion:
§ Why was there a range of responses?
§ What does this tell us about risk perception?
[Ans: perceptions of risk are individualized]
T2.31 / FACTORS THAT SHAPE RISK PERCEPTION
Considerations that shape perceptions of risk
§ Hazard – something that can go wrong
§ Probability – likelihood of it happening
§ Consequences – implications of hazard
§ Value – subjective evaluation of the relative importance of what might be lost
Applying these components to U-Phoria exercise:
§ Hazard – severe diarrhea
§ Probability – 1 in 1 billion, etc
§ Consequences – dehydration, etc, embarrassment, limited mobility
§ Value – memory boost, feelings of well-being
T2.32 / RISK PERCEPTION FACTORS INVOLVE BOTH THINKING & FEELINGS
§ Thinking (logic) focuses on the hazard (danger) and probability (likelihood or chance) of occurring
§ Feelings involves fear, anger and other emotions that are evoked when considering potential consequences and value of what may be lost
T2.33 / GROWING DISCONNECT BETWEEN EXPERTS & PUBLIC
§ Scientists’ orientation is fact-based, focused on probability
§ Consumers’ orientation is value-based, swayed by potential consequences
T2.34 / EXAMPLE OF EXPERT – PUBLIC DISCONNECT
Example of an expert who discounts Japanese consumers’ perception of the risk of BSE (mad cow) from imported U.S. beef / Clipping File #11
T2.35 / ANOTHER EXAMPLE: U.S. CONSUMER RESPONSE TO MAD COW DISEASE IN 2003
This editorial cartoon captured the nation’s response to BSE (“mad cow disease”), where scientists and public health experts characterized a very small danger given the safeguards in place, while some consumer groups and politicians raised alarms which captured media attention and fed the fear factor. / Source: Minneapolis Star Tribune, January, 2004
T2.36 / Peter Sandman
Peter Sandman is a leading risk communication expert and member of NCFPD Risk Communication Team
This quote refers to the fact that there is virtually no correlation between what upsets you and what can harm you.Sometimes we're upset about serious risks, sometimes about silly ones. / About Peter Sandman:
http://www.petersandman.com/#about
Source of quote:
http://www.psandman.com/handouts/sand46.pdf
T2.37 / Discussion Question:
§ What are some food-related “risks” that upset consumers?
T2.38 / RISK = HAZARD + OUTRAGE
Hazard = danger/probability
Outrage = fear/dread/anger
According to Sandman:
§ Outrage is as real as hazard
§ Both are measurable
§ Both are manageable / #7 Sandman P. The relationship between hazard and outrage
http://www.psandman.com/handouts/sand44.pdf
T2.39 / DIFFERENT RISK COMMUNICATION APPROACHES
The level of hazard and outrage determines the communication approach:
· public relations
· precaution advocacy
· outrage management
· crisis/emergency risk communication / #4 Sandman P. Four kinds of risk communication
T2.40 / OUTRAGE MANAGEMENT
§ Low hazard + high outrage
§ Goal: Reduce outrage so people don’t take unnecessary precautions
Food examples for outrage management:
§ BSE (Mad Cow)
§ Genetically modified foods (“Franken-foods”)
§ Cloned animal products / Source: Peter Sandman
T2.41 / PRECAUTION ADVOCACY
§ High hazard + Low outrage
§ Goal: increase fear to motivate preventative action
§ Also described as health education or issue management
Food examples for precaution advocacy:
§ Salmonella in undercooked poultry
§ Mercury in fish
§ High fat diet
§ Vibrio in shellfish
§ Raw milk and cheese
§ Undercooked ground meats / Source: Peter Sandman
T2.42 / Crisis/Emergency Risk Communication
§ High hazard + High outrage
§ Goal: Acknowledge hazard, validate concern, give people ways to respond
§ Examples: food safety example, bioterrorism event
Food examples for crisis or emergency risk communication:
§ E.coli-spinach outbreak
§ Bioterrorism event
§ Food recall / Source: Peter Sandman
T2.43 / Optional Activity:
Applying Risk = Hazard + Outrage to your Organization
Purpose: Apply model to food-related issues within participants’ organizations
§ Identify issues within your organization for each of the communication approaches
§ What are your organization’s communication goals for each issue?
§ Ask for volunteers to share responses. Record on flipchart to represent range of food issues. / Handout: M1.Risk=Hazard+Outrage worksheet.doc
M1 Topic Three
We’re All Risk Communicators: It Is Your Job! / 15 minutes
# / CONTENT / TRAINER NOTES / RESOURCES
T3.44 / TOPIC 3: WE’RE ALL RISK COMMUNICATORS
The last topic discusses the role of the risk communicator in various segments of the food system.
T3.45 / BEYOND THE SPOKESPERSON
Traditionally, risk communication is centralized in Public Information Officer (PIO) or spokesperson functions:
§ Industry CEO
§ Organization or agency head
§ Communications director
§ Other “official spokespersons”
Discussion Question:
Who are the official spokespersons in your organization?
T3.46 / Risk communicators from the food system serve many roles and functions
Foodborne outbreaks or emergencies will usually involve these risk communicators:
§ They participate in press conferences, prepare statements, address public in meetings, consumer service reps, etc.
§ These persons should be trained in risk communication as part of an organization’s preparedness planning / Images: Cooperative State Research, Education and Extension Service (CSREES)
http://www.csrees.umd.edu/
T3.47 / Food system risk communicators continued: / I Images: Cooperative State Research, Education and Extension Service (CSREES)
http://www.csrees.umd.edu/
T3.48 / RISK COMMUNICATORS WE OVERLOOK
Risk communication occurs in other settings as well.
It is important to recognize the importance of these communicators within your organization.
Discussion Questions:
§ What are the formal communication channels used by your organization?
§ What are informal information channels in your organization? / Images: Cooperative State Research, Education and Extension Service (CSREES)
http://www.csrees.umd.edu/
T3.49 / Case Study: Schwan’s Salmonella Outbreak, 1994
Case study illustrates importance of these “informal” risk communicators:
§ Schwan’s is a privately owned company based in Minnesota that features home delivered food products
§ In 1994, an estimated 224,000 persons were exposed to salmonella contaminated ice cream
§ Source – tanker trucks carrying ice cream premix had not been cleaned adequately
§ Home delivery drivers were instrumental in communicating with customers and restoring trust in Schwan’s products. [Key concept]
Discussion Questions:
§ Who are the employees in your organization who could serve a similar function during a food-related emergency? / #9 Sellnow, T. and R. Littlefield, eds. Lessons Learned about protecting America’s food supply
T3.50 / BEST PRACTICES FOR EFFECTIVE RISK COMMUNICATION
Note:
§ 10 Best Practices for effective Risk Communication were identified by NCFPD Risk Communication Project collaborators.
§ Best practices will be highlighted at the end of each module.
Best practices principle introduced in the module:
§ Risk and crisis communication is an ongoing process
o Implement as preparedness, response and recovery strategies
o Incorporate risk communication into the policy development process
o Continuously evaluate and update crisis communication plans / #8 Seeger, M. Best practices in risk and crisis communication: an expert panel process
Handout:
M1.T3.Risk Comm Best Practices.doc
Module 1: An Introduction to Risk Communication REV: 4/2/2007 Page 1 of 23