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7/12/2011
1
Basic, Intermediate, and Advanced Risk Communication Skills:
Diverse Audience Applications
Core Slides
Dr. Vincent T. CovelloDi
Basic, Intermediate, and Advanced Risk Communication Skills:
Diverse Audience Applications
Core Slides
Dr. Vincent T. CovelloDiDirector
Center for Risk CommunicationNew York City
Email:vcovello@centerforriskcommunication.orgvincentcovello@yahoo.com
Tel. 917-270-5280
DirectorCenter for Risk Communication
New York City
Email:vcovello@centerforriskcommunication.orgvincentcovello@yahoo.com
Tel. 917-270-5280
1
“95 percent of all high concern communication work should be done
in advance.”-- Mayor Giuliani (1995) --
“If I had all day to cut a large treeIf I had all day to cut a large tree
“95 percent of all high concern communication work should be done
in advance.”-- Mayor Giuliani (1995) --
“If I had all day to cut a large treeIf I had all day to cut a large treeIf I had all day to cut a large tree, If I had all day to cut a large tree, I would spend most of the dayI would spend most of the day
sharpening my axe.” sharpening my axe.” ——Abraham LincolnAbraham Lincoln——
If I had all day to cut a large tree, If I had all day to cut a large tree, I would spend most of the dayI would spend most of the day
sharpening my axe.” sharpening my axe.” ——Abraham LincolnAbraham Lincoln——
2
Presentation GoalsPresentation Goals
(1) Share key concepts from the risk communication literature
(2) Evaluate case studies against these
(1) Share key concepts from the risk communication literature
(2) Evaluate case studies against these(2) Evaluate case studies against these key concepts
(3) Identify strategic risk communication challenges
(2) Evaluate case studies against these key concepts
(3) Identify strategic risk communication challenges
3
AgendaAgenda
• Definition and principles of risk
communication
C lt l i k i ti d l
• Definition and principles of risk
communication
C lt l i k i ti d l• Cultural risk communication model
• Application of cultural risk communication
model to messaging
• Community and outreach strategies
• Lessons learned
• Cultural risk communication model
• Application of cultural risk communication
model to messaging
• Community and outreach strategies
• Lessons learned
DefinitionDefinition
Risk: “a threat of loss, real or perceived, to that which we value.”
Risk: “a threat of loss, real or perceived, to that which we value.”
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
Risk Communication: “the exchange of information about risks.”
Risk Communication: “the exchange of information about risks.”
Risk Communication GoalsRisk Communication Goals
• enhance knowledge and understanding
• build trust and credibility
• enhance knowledge and understanding
• build trust and credibility
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
build trust and credibility
• encourage appropriate attitudes, behaviors and beliefs
build trust and credibility
• encourage appropriate attitudes, behaviors and beliefs
7/12/2011
2
• Risk communication is a science-based discipline
• High concern situations change the
• Risk communication is a science-based discipline
• High concern situations change the
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• Over 8000 Articles in Peer Reviewed Scientific Journals
• Over 8000 Articles in Peer Reviewed Scientific Journals
Risk and Crisis Communication Literature
Risk and Crisis Communication Literature
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
• 2000 Books• 2000 Books
Risk Communication Literature: Example
Risk Communication Literature: Example
Dr. R. Hyer and Dr. V. Covello
“Effective Media Communication During Public
Dr. R. Hyer and Dr. V. Covello
“Effective Media Communication During Public
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
Effective Media Communication During Public Health Emergencies:
A World Health Organization Handbook”
World Health Organization, United Nations: Geneva, April 2007
Effective Media Communication During Public Health Emergencies:
A World Health Organization Handbook”
World Health Organization, United Nations: Geneva, April 2007
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”
“The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information”
Risk Communication Literature: Example
Risk Communication Literature: Example
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
p y gGeorge A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
p y gGeorge A. Miller (Department of Psychology, Princeton University)The Psychological Review, 1956, vol. 63, pp. 81-97
Covello, V. (2011). NUREG/CR-7033 “Guidance on Developing Effective Radiological Risk
Communication Messages: Effective Message Mapping and Risk Communication with the Public in Nuclear Plant
Emergency Planning Zones.”Washington, DC:US Nuclear Regulatory Commission
Covello V (2011) NUREG/CR-7032
Covello, V. (2011). NUREG/CR-7033 “Guidance on Developing Effective Radiological Risk
Communication Messages: Effective Message Mapping and Risk Communication with the Public in Nuclear Plant
Emergency Planning Zones.”Washington, DC:US Nuclear Regulatory Commission
Covello V (2011) NUREG/CR-7032Covello, V. (2011). NUREG/CR 7032“Developing an Emergency Risk Communication
(ERC)/Joint Information Center (JIC) Plan for a Radiological Emergency.”
Washington, DC: US Nuclear Regulatory Commission
http://pbadupws.nrc.gov/docs/ML1104/ML110490120.pdfhttp://pbadupws.nrc.gov/docs/ML1104/ML110490119.pdf
Covello, V. (2011). NUREG/CR 7032“Developing an Emergency Risk Communication
(ERC)/Joint Information Center (JIC) Plan for a Radiological Emergency.”
Washington, DC: US Nuclear Regulatory Commission
http://pbadupws.nrc.gov/docs/ML1104/ML110490120.pdfhttp://pbadupws.nrc.gov/docs/ML1104/ML110490119.pdf
• Risk communication is a science-based discipline
• High concern situations change the rules of
• Risk communication is a science-based discipline
• High concern situations change the rules of
Risk Communication:
Key Messages
Risk Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
• High concern situations change the rules ofcommunication
• The key to risk communication success is anticipation, preparation, and practice
• High concern situations change the rules ofcommunication
• The key to risk communication success is anticipation, preparation, and practice
7/12/2011
3
Risk Communication: Three Key Concepts
Risk Communication: Three Key Concepts
When people are stressed and concerned, they typically:
(1)…want to know that you care before they care
When people are stressed and concerned, they typically:
(1)…want to know that you care before they care what you know
(2)…have difficulty hearing, understanding, and remembering information
(3)… make rapid decisions about risks, benefits, and trust that are resistant to change.
what you know
(2)…have difficulty hearing, understanding, and remembering information
(3)… make rapid decisions about risks, benefits, and trust that are resistant to change.
13
Listening/Caring/
Empathy/Compassion
People Want To Know That You Care Before They Care What You Know
People Want To Know That You Care Before They Care What You Know
Empathy/Compassion50%
Competence/Expertise 15–20%
Honesty/ Openness
15–20%
AllOther Factors
15–20%
14
Offer authentic, sincere statements of caring and empathy
Make use as appropriate of “Caring Templates” Tools derived from the risk and crisis
Offer authentic, sincere statements of caring and empathy
Make use as appropriate of “Caring Templates” Tools derived from the risk and crisis
People Want To Know That You Care Before They Care What You Know
People Want To Know That You Care Before They Care What You Know
– Tools derived from the risk and crisis communication literature
Examples (see template handout): CCO Template (Compassion,
Conviction, Optimism) CAP Template (Compassion, Action,
Perspective) Caring/Sharing Template
– Tools derived from the risk and crisis communication literature
Examples (see template handout): CCO Template (Compassion,
Conviction, Optimism) CAP Template (Compassion, Action,
Perspective) Caring/Sharing Template
15
Risk Communication: Three Key Concepts
Risk Communication: Three Key Concepts
When people are stressed and concerned, they typically:
(1)…want to know that you care before they care
When people are stressed and concerned, they typically:
(1)…want to know that you care before they care what you know
(2)…have difficulty hearing, understanding, and remembering information
(3)… make rapid decisions about risks, benefits, and trust that are resistant to change.
what you know
(2)…have difficulty hearing, understanding, and remembering information
(3)… make rapid decisions about risks, benefits, and trust that are resistant to change.
16
RISK COMMUNICATIONRISK COMMUNICATION
0 10020%
0 100
Mental noise can reduce
the ability to processinformation by up to
80%
People Have Difficulty, Hearing, Understanding, and Remembering
Information
People Have Difficulty, Hearing, Understanding, and Remembering
Information
Make extensive use of risk communication “KISS” templates: Keep It Simple and Short
Make extensive use of risk communication “KISS” templates: Keep It Simple and Short
Examples (see template handout):
“Rule of 3” Template
“27/9/3” Template
“Primacy/Recency” Template
“AGL-4 Template”
Examples (see template handout):
“Rule of 3” Template
“27/9/3” Template
“Primacy/Recency” Template
“AGL-4 Template”
18
7/12/2011
4
Message Map Stakeholder:
Question or Concern:
Key Message 19 words on average
Key Message 29 words on average
Key Message 39 words on average
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
19
Pre-Event Risk Communication Message Map for Pandemic Influenza
Pre-Event Risk Communication Message Map for Pandemic Influenza
Stakeholder: Public and Media
Question or Concern: How is pandemic influenza different from seasonal flu?
Key Message 1: Pandemic influenza is caused by a
Stakeholder: Public and Media
Question or Concern: How is pandemic influenza different from seasonal flu?
Key Message 1: Pandemic influenza is caused by a y g ynew virus.
Key Message 2. The timing of a pandemic is difficult to predict.
Key Message 3. An influenza pandemic is typically more severe than seasonal flu.
(see www.pandemicflu.gov for all 65 message maps)
y g ynew virus.
Key Message 2. The timing of a pandemic is difficult to predict.
Key Message 3. An influenza pandemic is typically more severe than seasonal flu.
(see www.pandemicflu.gov for all 65 message maps)
INFORMATION EXCHANGEINFORMATION EXCHANGE
Contact: CenterforRiskCommunication org
INFORMATION EXCHANGEElements of Poster Stations
INFORMATION EXCHANGEElements of Poster Stations
• Illustration / Graphics– (4-6 grade level)
• Conclusion / Sound bite– (6-8 grade level; 7-12 words; large letters)
• Illustration / Graphics– (4-6 grade level)
• Conclusion / Sound bite– (6-8 grade level; 7-12 words; large letters)
Contact: CenterforRiskCommunication org
• Executive summary / Supporting facts– (6-8 grade level; 5-7 lines; large letters
• Detailed description– (8-12 grade level; 15-20 lines)
• Table documentation / Supporting information– (positive executive statement; documentation)
• Executive summary / Supporting facts– (6-8 grade level; 5-7 lines; large letters
• Detailed description– (8-12 grade level; 15-20 lines)
• Table documentation / Supporting information– (positive executive statement; documentation)
INFORMATION EXCHANGEElements of Poster Stations
INFORMATION EXCHANGEElements of Poster Stations
• Expert presenter trained in risk communication (co-worker, supervisor, mgr)
• Handouts / take away information (from the poster panels)
• Expert presenter trained in risk communication (co-worker, supervisor, mgr)
• Handouts / take away information (from the poster panels)
Contact: CenterforRiskCommunication org
poster panels)
• Log for recording comments
• Stenographer / tape recorder / interpreter (as needed)
• Simple color design
poster panels)
• Log for recording comments
• Stenographer / tape recorder / interpreter (as needed)
• Simple color design
Risk Communication: Three Key Concepts
Risk Communication: Three Key Concepts
When people are stressed and concerned, they typically:
(1)…want to know that you care before they care
When people are stressed and concerned, they typically:
(1)…want to know that you care before they care what you know
(2)…have difficulty hearing, understanding, and remembering information
(3)… make rapid decisions about risks, benefits, and trust that are resistant to change.
what you know
(2)…have difficulty hearing, understanding, and remembering information
(3)… make rapid decisions about risks, benefits, and trust that are resistant to change.
24
7/12/2011
5
Assessed in first 9–30 seconds
Assessed in first 9–30 seconds
Listening/Caring/
Empathy/Compassion
People Want To Know That You Care Before They Care What You Know
People Want To Know That You Care Before They Care What You Know
Empathy/Compassion50%
Competence/Expertise 15–20%
Honesty/ Openness
15–20%
AllOther Factors
15–20%
25
AgendaAgenda
• Definition and principles of risk
communication
C lt l i k i ti d l
• Definition and principles of risk
communication
C lt l i k i ti d l• Cultural risk communication model
• Application of cultural risk communication
model to messaging
• Community and outreach strategies
• Lessons learned
• Cultural risk communication model
• Application of cultural risk communication
model to messaging
• Community and outreach strategies
• Lessons learned
Risk Communication Principles
Risk Communication Principles
First Law of Risk Communication:First Law of Risk Communication:
People's perceptions of risk are influenced by factors other than
numerical data
People's perceptions of risk are influenced by factors other than
numerical data
Perception (Fear)Factors
Perception (Fear)Factors
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3 U d ’ t l
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3 U d ’ t l
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
C t ll d b th
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
C t ll d b th3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
3. Under one’s control
4. Voluntary
5. Fair
6. Natural origin
7. Children not victims
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Controlled by others
Involuntary
Unfair
Human origin
Children as victims
Perception (Fear)Factors
Perception (Fear)Factors
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3 U d ’ t l
Lower Concern/Fear
1. Trustworthy sources
2. Large benefits
3 U d ’ t l
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
C t ll d b th
Higher Concern/Fear
Untrustworthy sources
Few or unclear benefits
C t ll d b th
\
3. Under one’s control3. Under one’s control Controlled by othersControlled by others
Risk Perception (Fear) Factors
Risk Perception (Fear) Factors
• Trust• Listening/Caring• Competence/Expertise• Honesty/Transparency
B fit /F i
• Trust• Listening/Caring• Competence/Expertise• Honesty/Transparency
B fit /F i• Benefits/Fairness • Societal• Community• Personal
• Control/Voluntariness• Choice• Voice• Knowledge
• Benefits/Fairness • Societal• Community• Personal
• Control/Voluntariness• Choice• Voice• Knowledge
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Seven cardinal rules for effective risk
communication:Seven cardinal rules for effective risk
communication:
1. Accept and involve the receiver of risk information as a legitimate partner.
1. Accept and involve the receiver of risk information as a legitimate partner.p
2. People have the right to participate in decisions that affect their lives.
3. Plan and tailor risk communication strategies.
p
2. People have the right to participate in decisions that affect their lives.
3. Plan and tailor risk communication strategies.
Seven cardinal rules for effective risk communication:
Seven cardinal rules for effective risk communication:
4. Be honest, frank, and open.
5. Coordinate and collaborate with other credible sources
4. Be honest, frank, and open.
5. Coordinate and collaborate with other credible sourcesother credible sources.
6. Plan for media influence.
7. Speak clearly and with compassion.
other credible sources.
6. Plan for media influence.
7. Speak clearly and with compassion.
Why a cultural risk communication model is
important:
Why a cultural risk communication model is
important:
3. Plan and tailor risk communication strategies
3. Plan and tailor risk communication strategiesg
• Different goals, audiences, and communication channels require different risk communication strategies.
g
• Different goals, audiences, and communication channels require different risk communication strategies.
• First US H1N1 cases within Latino communities
– April, 2009, Southern California and Guadalupe County, Texas*
• Influenza vaccination challenge
O l 33% f L ti i t d ( i th ld)
• First US H1N1 cases within Latino communities
– April, 2009, Southern California and Guadalupe County, Texas*
• Influenza vaccination challenge
O l 33% f L ti i t d ( i th ld)
Hispanic Case Study: Background
– Only 33% of Latinos vaccinated (over six months old)
– Only 50% of older Latinos (65 years of age) vaccinated **
– Only 40% percent of Latino children vaccinated
• *MMWR, April 30, 2010/59(16); 477‐484
• **National Health Interview Survey, Jan‐Sept, 2010
– Only 33% of Latinos vaccinated (over six months old)
– Only 50% of older Latinos (65 years of age) vaccinated **
– Only 40% percent of Latino children vaccinated
• *MMWR, April 30, 2010/59(16); 477‐484
• **National Health Interview Survey, Jan‐Sept, 2010
Multicultural Communications
• Research Objectives
– Develop an Hispanic risk communication model
• Research Objectives
– Develop an Hispanic risk communication model
Research
– Explore perceptions of risk among diverse Hispanic groups in the USA
– Develop messages that will encourage Hispanics to get vaccinated for H1N1
– Test Hispanic risk communication model
– Explore perceptions of risk among diverse Hispanic groups in the USA
– Develop messages that will encourage Hispanics to get vaccinated for H1N1
– Test Hispanic risk communication model
Multicultural Communications
• Methodology– Focus groups based on demographics
•Degree of Acculturation•Age
• Methodology– Focus groups based on demographics
•Degree of Acculturation•Age
Research
•Gender•Origin•Locale
•Gender•Origin•Locale
Multicultural Communications
7/12/2011
7
Risk Hispanic Hispanic Implications
Multicultural Communications
Risk Perception
Model
Hispanic Cultural
Values Model
Hispanic Health Belief
Model
Implications for
Risk Com-
munication
Level of Acculturation
• Why acculturation level matters?
– Key cultural values stay intact despite high level of acculturation*
– U.S. Hispanics differ greatly in their level of acculturation– Acculturation has both a positive and negative effect on
• Why acculturation level matters?
– Key cultural values stay intact despite high level of acculturation*
– U.S. Hispanics differ greatly in their level of acculturation– Acculturation has both a positive and negative effect on
Acculturation
Acculturation has both a positive and negative effect on health care use, health outcomes, and risk behaviors
• Example: immunization rates for Spanish‐ and English‐speaking Hispanics**
– *Sabogal, F. & Marin, G. (1987)– **Haviland AM, & Elliott, MN (2011)
Acculturation has both a positive and negative effect on health care use, health outcomes, and risk behaviors
• Example: immunization rates for Spanish‐ and English‐speaking Hispanics**
– *Sabogal, F. & Marin, G. (1987)– **Haviland AM, & Elliott, MN (2011)
Multicultural Communications
Hispanic Risk Communication Model
Risk Hispanic Hispanic Implications
Multicultural Communications
Risk Perception
Model
Hispanic Cultural
Values Model
Hispanic Health
Belief Model
Implications for
Risk Com-
munication
Level of Acculturation
Hispanic Risk Communication Model
Risk Perception
Multicultural Communications
Model
Trust
Voluntariness
Trust
Voluntariness
Hispanic Risk Communication Model
Risk Perception
Model
Controllability
Familiarity
Fairness
Benefits
Dread
Controllability
Familiarity
Fairness
Benefits
Dread
Multicultural Communications
7/12/2011
8
Hispanic Risk Communication Model
Risk Hispanic Hispanic Implications
Multicultural Communications
Risk Perception
Model
Hispanic Cultural
Values Model
Hispanic Health
Belief Model
Implications for
Risk Com-
munication
Level of Acculturation
Hispanic Risk Communication Model
Hispanic Cultural Values Model
Multicultural Communications
Values Model
• Familismo = Family• Personalimso = Relationships
f l
Hispanic CulturalValues Model
(USA)
• Simpatica = Non‐confrontational• Respecto = Face saving
• Presentismo = Present orientation• Jeraguismo = Hierarchal
• Espiritismo/Religiosidad = Spiritualism/Relgiosity
• Machismo/Marianismo = Traditional gender roles
Less HighlyAcculturated Acculturated
• Familismo• Personalimso
• Simpatica• Respecto
• Presentismo
Hispanic CulturalValues Model
(USA)
• Jeraguismo• Espiritismo/Relig
iosidad• Machismo/Mari
anismo Less HighlyAcculturated Acculturated
• Family• Relationships
• Non‐confrontational
Hispanic CulturalValues Model
(USA)
• Face saving• Present orientation
• Hierarchal• Spiritualism/Relgiosity• Traditional gender roles
Less HighlyAcculturated Acculturated
Hispanic Risk Communication ModelRisk Perceptions Findings for all Hispanics Findings for Less Acculturated
Findings for Mor
Acculturated
Trust ‐‐Distrust of vaccine
‐‐Distrust of government
‐‐ High regard for
Rural based Hispanics: more likely to vaccinate to
t t hild
Strong desire fomore
information abo
vaccine safety recordHigh regard for
advice from doctors
protect children record
Dread High fear of vaccine side effects
High fear of HIN1 flu by parents
Greater fear of seasonal flu
than H1N1
7/12/2011
9
Hispanic Risk Communication ModelRisk Perceptions Findings for all Hispanics Findings for Less Acculturated
Findings for Mor
Acculturated
Control/
Voluntary
Prevention through washing hands and eating right
God helps those who help themselves
Prevention
through breastfeeding
Familismo = FamilyPersonalimso = Relationships
Familismo = FamilyPersonalimso = Relationships
Hispanic Risk Communication Model
Hispanic Cultural Values Model
pSimpatica = Non‐confrontational
Respecto = Face savingPresentismo = Present orientation
Jeraguismo = HierarchalEspiritismo/Religiosidad = Spiritualism/RelgiosityMachismo/Marianismo = Traditional gender roles
pSimpatica = Non‐confrontational
Respecto = Face savingPresentismo = Present orientation
Jeraguismo = HierarchalEspiritismo/Religiosidad = Spiritualism/RelgiosityMachismo/Marianismo = Traditional gender roles
Multicultural Communications
Hispanic Risk Communication Model
Risk Hispanic Hispanic Implications
Multicultural Communications
Risk Perception
Model
Hispanic Cultural
Values Model
Hispanic Health
Belief Model
Implications for
Risk Com-
munication
Level of Acculturation
Hispanic Risk Communication Model
Hispanic Health Belief Model
Multicultural Communications
Model
Hispanic HealthBelief Model
Perceived susceptibility
Perceived severity
Perceived benefits
Perceived barriers
Perceived cues to action
Perceived self-efficiency
Hispanic Risk Communication Model
Hispanic Health Belief Model
Perceived susceptibility
Perceived severity
P i d b fi
Multicultural Communications
Perceived benefits
Perceived barriers
Perceived cues to action
Perceived self‐efficiency
7/12/2011
10
• Develop messages that integrate perception of risk and Hispanic cultural values
– Familismo and perceived susceptibility
– Personalismo and severity
– Presentismo and self‐efficacy
• Develop messages that integrate perception of risk and Hispanic cultural values
– Familismo and perceived susceptibility
– Personalismo and severity
– Presentismo and self‐efficacy
Hispanic Health Belief Model
• Target messages to subgroups including youth, older adults, and pregnant women
• Engage doctors and local influencers for message delivery
• Target messages to subgroups including youth, older adults, and pregnant women
• Engage doctors and local influencers for message delivery
Multicultural Communications
Hispanic Risk Communication Model
Risk Hispanic Hispanic Implications
Multicultural Communications
Risk Perception
Model
Hispanic Cultural
Values Model
Hispanic Health
Belief Model
Implications for
Risk Com-
munication
Level of Acculturation
Hispanic Risk Communication Model
Implications for Risk Communication
Multicultural Communications
Communication
Implications for Risk Communication
•Message
•Messenger
•Message
•Messenger
Implications for Risk Communication
Multicultural Communications
•Means
– (distribution channels)
•Means
– (distribution channels)
• Subgroups:– Receiver: Pregnant women– Messenger: Pediatricians
Receiver: Older adults
• Subgroups:– Receiver: Pregnant women– Messenger: Pediatricians
Receiver: Older adults
Target Audience
– Receiver: Older adults– Messenger: Clergy– Receiver: Older adults– Messenger: Clergy
Multicultural Communications 8
Application of Model
Campaign Messaging
Media and Outreach
Multicultural Communications
Media and Outreach Strategies
7/12/2011
11
Promotional Collateral
Multicultural Communications 11
En la Comunidad
Multicultural Communications
En la Comunidad
Multicultural Communications
En la Comunidad
Multicultural Communications
Media Outreach
17Multicultural Communications 24
Media Outreach
17Multicultural Communications 26
7/12/2011
12
Media Outreach
17Multicultural Communications 28
Challenge: Everybody is talking. Everybody
is listening.
• Risk communication is a science-based discipline
• High concern situations change the rules
• Risk communication is a science-based discipline
• High concern situations change the rules
Risk and Crisis Communication:
Key Messages
Risk and Crisis Communication:
Key Messages
Copyright, Dr. V Covello, Center for Change/Risk CommunicationCopyright, Dr. V Covello, Center for Change/Risk Communication
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
• High concern situations change the rules of communication
• The key to risk communication success is anticipation, preparation, and practice
“If I had all day to cut a large tree,
I would spend most of the day
“If I had all day to cut a large tree,
I would spend most of the day
70Copyright Dr. V. Covello, Center for Change/Risk Communication
sharpening my axe.” - Abraham Lincoln
sharpening my axe.” - Abraham Lincoln
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