presentation: basic, intermediate, and … · dr. vincent t. covello director center for risk...

7/12/2011

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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:[email protected]@yahoo.com

Tel. 917-270-5280

DirectorCenter for Risk Communication

New York City

Email:[email protected]@yahoo.com

Tel. 917-270-5280

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“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——

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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

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AgendaAgenda

• Definition and principles of risk

communication

C lt l i k i ti d l


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


model to messaging


• 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

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• Risk communication is a science-based discipline

• High concern situations change the


• High concern situations change the

Risk Communication:

Key Messages

Risk Communication:

Key Messages


• 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


• 2000 Books• 2000 Books

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”




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


• High concern situations change the rules of


• High concern situations change the rules of

Risk Communication:

Key Messages

Risk Communication:

Key Messages


• High concern situations change the rules ofcommunication


• High concern situations change the rules ofcommunication


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Risk Communication: Three Key Concepts


When people are stressed and concerned, they typically:

(1)…want to know that you care before they care


(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



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Listening/Caring/

Empathy/Compassion

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%

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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



– 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

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what you know



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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”

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Message Map Stakeholder:

Question or Concern:

Key Message 19 words on average




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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


• 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)


• 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)



• 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)


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









what you know



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Assessed in first 9–30 seconds

Assessed in first 9–30 seconds

Listening/Caring/

Empathy/Compassion



Empathy/Compassion50%

Competence/Expertise 15–20%

Honesty/ Openness

15–20%

AllOther Factors

15–20%

25

AgendaAgenda


communication

C lt l i k i ti d l


communication

C lt l i k i ti d l• Cultural risk communication model


model to messaging


• Lessons learned

• Cultural risk communication model


model to messaging


• 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


Lower Concern/Fear

1. Trustworthy sources

2. Large benefits

3 U d ’ t l

Lower Concern/Fear


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



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



Lower Concern/Fear


2. Large benefits

3 U d ’ t l

Lower Concern/Fear


2. Large benefits

3 U d ’ t l

Higher Concern/Fear



C t ll d b th

Higher Concern/Fear



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


• 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


7/12/2011

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Risk Hispanic Hispanic Implications


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)


Hispanic Risk Communication Model



Risk Perception

Model

Hispanic Cultural

Values Model

Hispanic Health

Belief Model

Implications for

Risk Com-

munication



Risk Perception


Model

Trust

Voluntariness

Trust

Voluntariness


Risk Perception

Model

Controllability

Familiarity

Fairness

Benefits

Dread

Controllability

Familiarity

Fairness

Benefits

Dread


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Risk Perception

Model

Hispanic Cultural

Values Model

Hispanic Health

Belief Model

Implications for

Risk Com-

munication



Hispanic Cultural Values Model


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


(USA)

• Jeraguismo• Espiritismo/Relig

iosidad• Machismo/Mari

anismo Less HighlyAcculturated Acculturated

• Family• Relationships

• Non‐confrontational


(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

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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 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





Risk Perception

Model

Hispanic Cultural

Values Model

Hispanic Health

Belief Model

Implications for

Risk Com-

munication



Hispanic Health Belief Model


Model

Hispanic HealthBelief Model

Perceived susceptibility

Perceived severity

Perceived benefits

Perceived barriers

Perceived cues to action

Perceived self-efficiency



Perceived susceptibility

Perceived severity

P i d b fi


Perceived benefits

Perceived barriers

Perceived cues to action

Perceived self‐efficiency

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• 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


• 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





Risk Perception

Model

Hispanic Cultural

Values Model

Hispanic Health

Belief Model

Implications for

Risk Com-

munication



Implications for Risk Communication


Communication


•Message

•Messenger

•Message

•Messenger



•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


Media and Outreach Strategies

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Promotional Collateral

Multicultural Communications 11

En la Comunidad


En la Comunidad


En la Comunidad


Media Outreach

17Multicultural Communications 24

Media Outreach


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Media Outreach


Challenge: Everybody is talking. Everybody

is listening.


• High concern situations change the rules


• High concern situations change the rules

Risk and Crisis Communication:

Key Messages

Risk and Crisis Communication:

Key Messages






“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

presentation: basic, intermediate, and … · dr. vincent t. covello director center for risk...

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