composing risk messages “now, don’t get too technical on me!”

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COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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Page 1: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

COMPOSING RISK MESSAGES

“Now, don’t get too technical on me!”

Page 2: 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:

Page 3: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

Objectives

The objectives are what we want to do -- not how we want to do it.

They should be:

Clear Measurable Complete Achievable

Page 4: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 5: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 6: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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)

Page 7: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 8: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 9: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

Use short sentences

Use singular pronouns

Use the present tense

Use the active voice

Write material that is easy to understand ((ContCont.).)

Page 10: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

Keys

Be clear, and avoid:

A lot of abbreviations

Using the same word with different meanings

Technicisms

Complex constructions

Page 11: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

Prepare visually attractive documents

Leave enough blank space

Use lists, charts, columns, and boxes

Use bullets or numbering

Page 12: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

Inconsistent messages Inconsistent messages

The scientific community is divided as to whether this product is hazardous or not

Page 13: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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:

Page 14: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 15: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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:

Page 16: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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))

Page 17: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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?

Page 18: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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.

Page 19: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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::

Page 20: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 21: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 22: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 23: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 24: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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

Page 25: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

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))

Page 26: COMPOSING RISK MESSAGES “Now, don’t get too technical on me!”

Some problems in risk communication are due to misinterpretations and reactions of the intermediaries and of the receivers to the risk messages