After the PandemicAfter the Pandemic Effective Risk CommunicationEffective Risk Communication

Laura BlaskeLaura BlaskeLaura.blaske@doh.wa.gov 360-236-4070 360-236-4070

Risk Communication

What is it?

Lessons learned during H1N1.

The importance of planning.

Moving forward.

The trusted source.

Which is true: Cockroaches can live for a month with

their heads cut off? Lemmings will follow their leader, even

over a cliff?

Warning!

Do not use while sleeping.

Sears hair dryer

Fits one head.

Shower cap box

Do not turn upside down.

Bottom of Tesco’s Tiramisu dessert box

Product will be hot after heating.

Marks & Spencer bread pudding

Cut through the noise.

Be First. Be Right. Be Credible.

Provide clear and consistent information.

Accessibility.

Empower people to make good choices.

What is Risk Communication? Communicating effectively and accurately

during a issue of high concern to allow individuals and the community to understand the risks and… Cope Make informed decisions Understand sensitive issues

Crisis or Catastrophe We can’t stop every crisis. What can we control? In a crisis, how can you help make the

difference between: Danger or Safety? Mistrust or Compliance? Fear or Empowerment? Uncertainty or Choices?

Assessing Personal Risk Risk communication helps people assess

personal risk… Most people over- or under-estimate

personal risks. A risk communication plan can help strike

a balance.

What influences risk perception?

Is it familiar?

Vulnerable populations?

Easy to understand?

Controllable?

Intentional or naturally occurring?

What Determines Credibility in High Concern Settings?

All other factors15-20%

Competence/Expertise15-20%

Honesty/openness15-20%

Listening/caring/Empathy50%

Source: Randall Hyer, National Immunization Conference, 2005

Confusing Risk

Assessing risk is emotional.

Risk is often hard to comprehend:

1 in 10,000 or 1 in 1 million?

Risk needs a “face.”

Connection to the audience.

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Consider your audience Clients and community members Staff and co-workers Stakeholders and partners Media People who serve the general public (teachers,

childcare providers, etc.) Emergency response workers, law enforcement Civic and political leaders (local, state, and national) Family and friends

Common Concerns Am I/Is my family safe? What have you found that will affect me or

my loved ones? What can we do to protect ourselves? Who or what caused the problem? Can you fix it?

H1N1 Challenges

Vaccine availability

Different messages

Length/severity of event

Target audience

Web

Print

Direct outreach

Television

Radio

Contacts

Twitter

Top Messages

20

Q: What would you say were the top one or two main messages from the ads you saw or heard?

Q: What would you say were the top one or two main messages from the ads you saw or heard?

Health Decisions

21

Q: Did the ads provide information to help you make health decisions?Q: Did the ads provide information to help you make health decisions?

Breakdown

22

Reasons

23

Q: Why haven’t you gotten vaccinated?Q: Why haven’t you gotten vaccinated?

Young moms…

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Risk Communication Lessons

Common Concerns Am I/Is my family safe? What have you found that will affect me or

my loved ones? What can we do to protect ourselves? Who or what caused the problem? Can you fix it?

Consistency

Communication Chain: Answering phones. Printed information. Public contact positions. Interactions with stakeholders. Information on Web site. Social media.

Social Media

In an issue of high concern…

Everyone in the organization is a

spokesperson.

First Messages in a Crisis

1. An expression of empathy

2. What you know-confirmed facts and action steps

3. What you don’t know

4. What’s the process

5. Statement of commitment

6. Where people can get more information

Answer concerns but don’t…

Say more than you know.

Give your opinion.

Over-reassure.

Technical jargon Condescending or judgmental phrases Attacks Promises or guarantees

First Messages

NO…

Media & the public will edit messages…

“Beam me up, Scotty.” “The British are coming.”

…so keep it short.

Short isn’t easy…

…always test & check

A few things to remember…What is important to remember when developing first messages? During a crisis, a person’s ability to listen to and

understand information goes down Use simple words and phrases People forget 80% + of the information they hear People remember the first and last things said

What you say…Use of N95 respirators or facemasks generally is not recommended for workers in non-healthcare

occupational settings for general work activities.  For specific work activities that involve contact with people who have ILI, such as escorting a person with ILI, interviewing a person with ILI, providing assistance to an individual with ILI, the following are recommended:

• workers should try to maintain a distance of 6 feet or more from the person with ILI; • workers should keep their interactions with ill persons as brief as possible; • the ill person should be asked to follow good cough etiquette and hand hygiene and to wear a

facemask, if able, and one is available; • workers at increased risk of severe illness from influenza infection (see footnote 3 of table 1)

should avoid people with ILI (possibly by temporary reassignment); and, • where workers cannot avoid close contact with persons with ILI, some workers may choose to

wear a facemask or N95 respirator on a voluntary basis.

…and how you say it.

“This explains

it all.”

Is the focus onyour key message?

Be first.

Remember, developing and communicatingfirst messages DOES NOT mean having allthe answers.

It DOES mean showing that someone is incharge, and that response is underway.

Be right.

Tell the truth. Tell people what you’re doing to get the facts. Explain the situation in a way that the general

public can understand – Avoid jargon. Avoid technical terms.

Be credible.

Show empathy. Take concerns seriously. Avoid humor. Don’t over-reassure or try to tell people more

than you know.

Is the glass half full?

Are you the trusted source?

Resources

Washington State Department of Health:

Emergency communication toolkit: www.doh.wa.gov/phepr/toolkit