composing risk messages “now, don’t get too technical on me!”
TRANSCRIPT
COMPOSING RISK MESSAGES
“Now, don’t get too technical on me!”
What you want to achieve in a community
Your vehicle for communicating the objectives
Objectives:
Key message:
Objectives
The objectives are what we want to do -- not how we want to do it.
They should be:
Clear Measurable Complete Achievable
They are important because
Clear, measurable, achievable objectives help you to focus on the knowledge, attitudes, and behavior that you want to change in the community
Key for composing the messagesKey for composing the messages
What does the community want to know?
What does the community need to know?
What do you want the community to know?
Can the information be misunderstood?
• Don’t have more than three key messages• Try out your messages with reliable members of your public
Keys for composing the messages Keys for composing the messages ((ContinuedContinued))
Examine the concerns of your public
The messages must be consistent with the actions
Answer the questions: who?, what?, how?, when? and where?
(don’t say everything is fine if you are wearing safety equipment)
Characteristics of messages that are easy to understand
Written in clear, simple language
Presented in an easy-to-understand format
Visually attractive
Logically organized
Understood at first reading
Write material that is easy to understand
Identify your audience and determine what you need to say
Select a suitable format, for example, a question-and-answer format
Satisfy the needs of your public by organizing your ideas
Speak to the reader directly
Check the tone of the document
Use short sentences
Use singular pronouns
Use the present tense
Use the active voice
Write material that is easy to understand ((ContCont.).)
Keys
Be clear, and avoid:
A lot of abbreviations
Using the same word with different meanings
Technicisms
Complex constructions
Prepare visually attractive documents
Leave enough blank space
Use lists, charts, columns, and boxes
Use bullets or numbering
Inconsistent messages Inconsistent messages
The scientific community is divided as to whether this product is hazardous or not
1. The nature of the risk2. The benefits of reducing the
risk3. The alternatives available4. Uncertainty of the risks and
the benefits5. Aspects of risk management
To be complete, the information should To be complete, the information should include:include:
Deficient scientific knowledge and data; inaccurate models and methods for risk estimation
Complex technical analyses that are incomprehensible for the general public
Problems arising from the messageProblems arising from the message
Real or perceived defense of the source Background of deceit, misinterpretation,
or coercion on the part of the source Previous statements by the source
which do not support the present message
The accuracy of a message The accuracy of a message is affected by:is affected by:
Contradictory messages from other reliable sources
Real or perceived incompetence of the source
The scheme of the message itself
The accuracy of a message The accuracy of a message is affected by is affected by ((ContinuedContinued))
JOKES
ARE YOUR SOCKS KILLING YOU? TUNE IN AT 11.00 AND WE
WILL TELL YOU
IS THERE A THREAT LURKING IN YOUR SOCKS DRAWER ?
YOU WILL GET YOUR ANSWER AT 11:00
ARE YOUR SOCKS KILLING YOUR KIDS?FIND OUT AT 11:00
ARE WE DYING FROM A MYSTERIOUS
DISEASE CAUSED BY OUR SOCKS?
TUNE IN AT 11:00
SOCKS, ARE THEY YOUR ENEMIES?
When composing risk messages, we may choose one that is so extensive and complex that it can be understood only by experts. On the other hand, we may write a message that is easily understood by non-experts, but is inaccurate and able to be manipulated.
Emphasize information about practical actions that individuals should take
Be written in clear, simple language Respect the audience and their
concerns Inform the public involved
A message shouldA message should::
Information learned How to tailor the message
Your public know nothing about the problem
Use medium-strong colors and impose visual or graphic elements on the topic
You have an apathetic public (or they feel that they are victims)
Conduct the risk assessment and management process with interaction of your public. Show them how past interactions have had a positive effect. Give them options
Your public are well informed
Take previous information as the basis for constructing your message
Hostile public Recognize their concerns and feelings about the problem. Identify things in common. Conduct the risk assessment and management process with interaction of your public
Public with high educational level
Use more structured and sophisticated language
Public with low educational level
Use simple (less structured) language
Information learned How to tailor the message
Whom does your public trust? Use that person to present risk information
Where does your public feel comfortable?
Have meetings in that place to transmit your message
Where does your public obtain most of the information?
Use that medium for transmitting your message
Who make up your public? Make sure that the message reaches them all
How does your public want to participate?
If possible, involve your public in the way they want to participate
Erroneous concepts of the risk process
Recognize that there are erroneous concepts. Give information based on objective data to fill any information gaps and correct bad impressions
Poor perception of the risk levels
Lack of interest in risk problems and in technical complexities
Over-estimation of their own ability to avoid harm
Change-resistant beliefs and opinions
Exaggerated expectations regarding effectiveness of the regulatory actions
Problems that may arise from the Problems that may arise from the receiverreceiver
Problems that may arise from the Problems that may arise from the receiver receiver (Continued)(Continued)
Demands for scientific certainty
Reluctance to make balances between risks, costs, and benefits
Real difficulty to understand information based on probabilities
Fear of the unknown or of what one does not understand
Lack of trustworthiness or credibility
Disagreement among the experts
Insufficient authority and resources to indicate a risk
Lack of data about the specific fears and concerns of the individuals and communities
Problems that can arise Problems that can arise from the sourcefrom the source
Poor understanding of the interests, concerns, fears, values, priorities, and preferences of individuals and the public in general
Use of legal, bureaucratic, or technical language
Problems that can arise Problems that can arise from the source from the source ((ContinuedContinued))
Some problems in risk communication are due to misinterpretations and reactions of the intermediaries and of the receivers to the risk messages