THE NEED FOR BETTER RISK THE NEED FOR BETTER RISK COMMUNICATIONCOMMUNICATION

THE NEED FOR BETTER RISK THE NEED FOR BETTER RISK COMMUNICATIONCOMMUNICATION

Risk Communication Risk Communication (Ropeik)(Ropeik)

Risk Communication Risk Communication (Ropeik)(Ropeik)

Actions, words, and other Actions, words, and other interactions that incorporate an interactions that incorporate an understanding of and understanding of and respectrespect for for the affective perceptions of the the affective perceptions of the information recipients, intended information recipients, intended to help people make more informed to help people make more informed decisions about threats to their decisions about threats to their

health and safety.health and safety.

Actions, words, and other Actions, words, and other interactions that incorporate an interactions that incorporate an understanding of and understanding of and respectrespect for for the affective perceptions of the the affective perceptions of the information recipients, intended information recipients, intended to help people make more informed to help people make more informed decisions about threats to their decisions about threats to their

health and safety.health and safety.

The Emotional Brain, Joseph LeDoux, Simon&Schuster, 1996

TRUSTTRUSTTRUSTTRUST

MORE AFRAIDMORE AFRAID• Business and IndustryBusiness and Industry

• PoliticiansPoliticians• A process that’s closedA process that’s closed

LESS AFRAIDLESS AFRAID• Consumer groupsConsumer groups• Neutral experts Neutral experts

• A process that’s openA process that’s open

MORE AFRAIDMORE AFRAID• Business and IndustryBusiness and Industry

• PoliticiansPoliticians• A process that’s closedA process that’s closed

LESS AFRAIDLESS AFRAID• Consumer groupsConsumer groups• Neutral experts Neutral experts

• A process that’s openA process that’s open

TRUSTTRUSTTRUSTTRUST

• In the communicatorIn the communicator

• In the organization that’s supposed In the organization that’s supposed

to protect you to protect you

• In the organization creating the riskIn the organization creating the risk

• In the processIn the process

• In the communicatorIn the communicator

• In the organization that’s supposed In the organization that’s supposed

to protect you to protect you

• In the organization creating the riskIn the organization creating the risk

• In the processIn the process

TRUSTTRUST

• HONESTY, HONESTY, HONESTYHONESTY, HONESTY, HONESTY!!!!!! Keeping secrets is Keeping secrets is RISKYRISKY! ! Dialog and respect for audience Dialog and respect for audience

feelings must be sincerefeelings must be sincere Don’t try to manipulate Don’t try to manipulate Don’t over-reassureDon’t over-reassure

• HONESTY, HONESTY, HONESTYHONESTY, HONESTY, HONESTY!!!!!! Keeping secrets is Keeping secrets is RISKYRISKY! ! Dialog and respect for audience Dialog and respect for audience

feelings must be sincerefeelings must be sincere Don’t try to manipulate Don’t try to manipulate Don’t over-reassureDon’t over-reassure

TRUSTTRUST

• Share controlShare control

Empower effected participantsEmpower effected participants

• Share controlShare control

Empower effected participantsEmpower effected participants

TRUSTTRUST

• Share controlShare control Empower effected participantsEmpower effected participants• CompetenceCompetence

Actual performance. Proven ability.Actual performance. Proven ability.

• Share controlShare control Empower effected participantsEmpower effected participants• CompetenceCompetence

Actual performance. Proven ability.Actual performance. Proven ability.

TRUSTTRUST

• Share controlShare control Empower effected participantsEmpower effected participants

• CompetenceCompetence Actual performance. Proven ability.Actual performance. Proven ability.

• On the line with On the line with everythingeverything you do you do

• Share controlShare control Empower effected participantsEmpower effected participants

• CompetenceCompetence Actual performance. Proven ability.Actual performance. Proven ability.

• On the line with On the line with everythingeverything you do you do

RISK v. BENEFITRISK v. BENEFITRISK v. BENEFITRISK v. BENEFIT

• Nuclear radiation in a medical Nuclear radiation in a medical settingsetting

• Nuclear materials in non-medical Nuclear materials in non-medical settingsetting

• Prescription drugsPrescription drugs

• Nuclear radiation in a medical Nuclear radiation in a medical settingsetting

• Nuclear materials in non-medical Nuclear materials in non-medical settingsetting

• Prescription drugsPrescription drugs

CONTROLCONTROL CONTROLCONTROL

(More Afraid)(More Afraid)• FlyingFlying• Riding as a passenger in the front seat of a motor Riding as a passenger in the front seat of a motor

vehiclevehicle• A process in which you can NOT participateA process in which you can NOT participate

(Less Afraid)(Less Afraid)• Riding a bicycle Riding a bicycle • Driving a motor vehicleDriving a motor vehicle• A process in which you CAN participateA process in which you CAN participate

(More Afraid)(More Afraid)• FlyingFlying• Riding as a passenger in the front seat of a motor Riding as a passenger in the front seat of a motor

vehiclevehicle• A process in which you can NOT participateA process in which you can NOT participate

(Less Afraid)(Less Afraid)• Riding a bicycle Riding a bicycle • Driving a motor vehicleDriving a motor vehicle• A process in which you CAN participateA process in which you CAN participate

CHOICECHOICE(is the risk (is the risk voluntaryvoluntary or or imposedimposed))

(More Afraid)(More Afraid)• Food with a potentially harmful ingredient NOTFood with a potentially harmful ingredient NOT listed on the labellisted on the label• The The government choosesgovernment chooses you to clean up radioactive you to clean up radioactive

waste at the site of an accident.waste at the site of an accident.

(Less Afraid)(Less Afraid)• Food with a harmful ingredient that IS listed on Food with a harmful ingredient that IS listed on the label the label • You You volunteervolunteer to clean up radioactive waste at the to clean up radioactive waste at the

site of an accident.site of an accident.

(More Afraid)(More Afraid)• Food with a potentially harmful ingredient NOTFood with a potentially harmful ingredient NOT listed on the labellisted on the label• The The government choosesgovernment chooses you to clean up radioactive you to clean up radioactive

waste at the site of an accident.waste at the site of an accident.

(Less Afraid)(Less Afraid)• Food with a harmful ingredient that IS listed on Food with a harmful ingredient that IS listed on the label the label • You You volunteervolunteer to clean up radioactive waste at the to clean up radioactive waste at the

site of an accident.site of an accident.

NATURAL V. HUMAN-MADENATURAL V. HUMAN-MADENATURAL V. HUMAN-MADENATURAL V. HUMAN-MADE

(More Afraid)(More Afraid)• Industrial chemicalsIndustrial chemicals• Technologies (GM food, nuclear power)Technologies (GM food, nuclear power)

(Less Afraid)(Less Afraid)• Organic food and herbal remediesOrganic food and herbal remedies• Solar radiationSolar radiation• Severe weatherSevere weather

(More Afraid)(More Afraid)• Industrial chemicalsIndustrial chemicals• Technologies (GM food, nuclear power)Technologies (GM food, nuclear power)

(Less Afraid)(Less Afraid)• Organic food and herbal remediesOrganic food and herbal remedies• Solar radiationSolar radiation• Severe weatherSevere weather

`

DREADDREADDREADDREAD(More Afraid)(More Afraid)

• Anything associated with cancer (radiation, Anything associated with cancer (radiation, pesticides) pesticides)

• Plane CrashPlane Crash

(Less Afraid)(Less Afraid)• Heart disease (# 1 cause of death in developed Heart disease (# 1 cause of death in developed

world)world)• FluFlu• Food poisoningFood poisoning

(More Afraid)(More Afraid)• Anything associated with cancer (radiation, Anything associated with cancer (radiation,

pesticides) pesticides) • Plane CrashPlane Crash

(Less Afraid)(Less Afraid)• Heart disease (# 1 cause of death in developed Heart disease (# 1 cause of death in developed

world)world)• FluFlu• Food poisoningFood poisoning

CATASTROPHIC or CATASTROPHIC or CHRONICCHRONIC

CATASTROPHIC or CATASTROPHIC or CHRONICCHRONIC

(More Afraid)(More Afraid)• TerrorismTerrorism• Plane crashesPlane crashes• Nuclear “disaster” (Nuclear “disaster” (e.ge.g. Chernobyl). Chernobyl)

(Less Afraid)(Less Afraid)• Heart diseaseHeart disease• Motor vehicle crashesMotor vehicle crashes• Air pollution from fossil fuelsAir pollution from fossil fuels

(More Afraid)(More Afraid)• TerrorismTerrorism• Plane crashesPlane crashes• Nuclear “disaster” (Nuclear “disaster” (e.ge.g. Chernobyl). Chernobyl)

(Less Afraid)(Less Afraid)• Heart diseaseHeart disease• Motor vehicle crashesMotor vehicle crashes• Air pollution from fossil fuelsAir pollution from fossil fuels

UNCERTAINTYUNCERTAINTYUNCERTAINTYUNCERTAINTY

(More Afraid)(More Afraid)• New technologiesNew technologies• TerrorismTerrorism• Radiation, chemicals, complex technologiesRadiation, chemicals, complex technologies• Conflicting scientific studiesConflicting scientific studies

(Less Afraid)(Less Afraid)• Artificial sweeteners, microwave ovens, Artificial sweeteners, microwave ovens,

electrical & magnetic fields, silicone breast electrical & magnetic fields, silicone breast implantsimplants

(More Afraid)(More Afraid)• New technologiesNew technologies• TerrorismTerrorism• Radiation, chemicals, complex technologiesRadiation, chemicals, complex technologies• Conflicting scientific studiesConflicting scientific studies

(Less Afraid)(Less Afraid)• Artificial sweeteners, microwave ovens, Artificial sweeteners, microwave ovens,

electrical & magnetic fields, silicone breast electrical & magnetic fields, silicone breast implantsimplants

NEW or FAMILIARNEW or FAMILIARNEW or FAMILIARNEW or FAMILIAR

(More Afraid)(More Afraid)• Nuclear power plants in new areasNuclear power plants in new areas• Terrorist attacks in AmericaTerrorist attacks in America• Avian influenza (H5N1)Avian influenza (H5N1)

(Less Afraid)(Less Afraid)• Nuclear power plants where they already existNuclear power plants where they already exist• Terrorist attacks in IsraelTerrorist attacks in Israel• ““Regular” InfluenzaRegular” Influenza

(More Afraid)(More Afraid)• Nuclear power plants in new areasNuclear power plants in new areas• Terrorist attacks in AmericaTerrorist attacks in America• Avian influenza (H5N1)Avian influenza (H5N1)

(Less Afraid)(Less Afraid)• Nuclear power plants where they already existNuclear power plants where they already exist• Terrorist attacks in IsraelTerrorist attacks in Israel• ““Regular” InfluenzaRegular” Influenza

ME or THEMME or THEMME or THEMME or THEM

• Terrorism to Americans in “The Terrorism to Americans in “The HoHoMEMEland” after September 11, 2001 land” after September 11, 2001

• Radiation from power lines when such a Radiation from power lines when such a line is installed near your homeline is installed near your home

• Do Do youyou have the food being recalled? have the food being recalled?

• Terrorism to Americans in “The Terrorism to Americans in “The HoHoMEMEland” after September 11, 2001 land” after September 11, 2001

• Radiation from power lines when such a Radiation from power lines when such a line is installed near your homeline is installed near your home

• Do Do youyou have the food being recalled? have the food being recalled?

CHILDRENCHILDRENCHILDRENCHILDREN

• Plastics in children’s toysPlastics in children’s toys

• AbductionAbduction

• Nuclear plants near schoolsNuclear plants near schools

• Plastics in children’s toysPlastics in children’s toys

• AbductionAbduction

• Nuclear plants near schoolsNuclear plants near schools

FAIRNESSFAIRNESS((Equity, MoralityEquity, Morality))

(More Afraid)(More Afraid)• Risks to the sick, the elderly, the handicapped, Risks to the sick, the elderly, the handicapped,

the poorthe poor• If you get none of the benefits, and all the riskIf you get none of the benefits, and all the risk

(Less Afraid)(Less Afraid)• Risks to workers, the rich, the powerfulRisks to workers, the rich, the powerful

• If you enjoy some of the benefits along with the If you enjoy some of the benefits along with the riskrisk

(More Afraid)(More Afraid)• Risks to the sick, the elderly, the handicapped, Risks to the sick, the elderly, the handicapped,

the poorthe poor• If you get none of the benefits, and all the riskIf you get none of the benefits, and all the risk

(Less Afraid)(Less Afraid)• Risks to workers, the rich, the powerfulRisks to workers, the rich, the powerful

• If you enjoy some of the benefits along with the If you enjoy some of the benefits along with the riskrisk

PERSONIFICATIONPERSONIFICATIONPERSONIFICATIONPERSONIFICATION

• Fear of war rises after we see pictures of the Fear of war rises after we see pictures of the dead and injureddead and injured

• Concern about medical errors increases when Concern about medical errors increases when we learn of a victim of a doctor’s mistakewe learn of a victim of a doctor’s mistake

• Fear of child abduction rises when there is a Fear of child abduction rises when there is a specific case in the newsspecific case in the news

• Fear of war rises after we see pictures of the Fear of war rises after we see pictures of the dead and injureddead and injured

• Concern about medical errors increases when Concern about medical errors increases when we learn of a victim of a doctor’s mistakewe learn of a victim of a doctor’s mistake

• Fear of child abduction rises when there is a Fear of child abduction rises when there is a specific case in the newsspecific case in the news

Michelle Gardner Michelle Gardner QuinnQuinn

1985 - 20061985 - 2006

AWARENESSAWARENESSAWARENESSAWARENESS

(More Afraid)(More Afraid)• TerrorismTerrorism• Avian fluAvian flu• Nuclear powerNuclear power

(Less Afraid)(Less Afraid)• Heart diseaseHeart disease• InfluenzaInfluenza• Fossil fuel pollutionFossil fuel pollution

(More Afraid)(More Afraid)• TerrorismTerrorism• Avian fluAvian flu• Nuclear powerNuclear power

(Less Afraid)(Less Afraid)• Heart diseaseHeart disease• InfluenzaInfluenza• Fossil fuel pollutionFossil fuel pollution

Risk CommunicationRisk CommunicationRisk CommunicationRisk Communication

Actions, words, and other Actions, words, and other interactions that incorporate and interactions that incorporate and respectrespect the perceptions of the the perceptions of the information recipients, intended information recipients, intended to help people make more informed to help people make more informed decisions about threats to their decisions about threats to their

health and safety.health and safety.

Actions, words, and other Actions, words, and other interactions that incorporate and interactions that incorporate and respectrespect the perceptions of the the perceptions of the information recipients, intended information recipients, intended to help people make more informed to help people make more informed decisions about threats to their decisions about threats to their

health and safety.health and safety.

The Need for More Effective The Need for More Effective Risk CommunicationRisk Communication

The Need for More Effective The Need for More Effective Risk CommunicationRisk Communication

1.1.The Perception GapThe Perception Gap can lead to real harms. can lead to real harms.

2.2.The risks that arise from people’s The risks that arise from people’s perceptions MUST be considered in policy perceptions MUST be considered in policy making.making.

3.3.Risk communication is a Risk communication is a risk management risk management tooltool for improving public health and for improving public health and safety.safety.

1.1.The Perception GapThe Perception Gap can lead to real harms. can lead to real harms.

2.2.The risks that arise from people’s The risks that arise from people’s perceptions MUST be considered in policy perceptions MUST be considered in policy making.making.

3.3.Risk communication is a Risk communication is a risk management risk management tooltool for improving public health and for improving public health and safety.safety.

Risk Communication should Risk Communication should be the responsibility of be the responsibility of

senior managerssenior managers

Risk Communication should Risk Communication should be the responsibility of be the responsibility of

senior managerssenior managers

It is not just public It is not just public relations. relations. It is also a It is also a

matter of policymatter of policy. .

It is not merely what you It is not merely what you say, but also what you say, but also what you DO.DO.

It is not just public It is not just public relations. relations. It is also a It is also a

matter of policymatter of policy. .

It is not merely what you It is not merely what you say, but also what you say, but also what you DO.DO.

The Goal of Risk The Goal of Risk CommunicationCommunicationThe Goal of Risk The Goal of Risk CommunicationCommunication

To increase To increase trusttrust, which , which means that your means that your

information will have information will have more influence on your more influence on your

audience.audience.

To increase To increase trusttrust, which , which means that your means that your

information will have information will have more influence on your more influence on your

audience.audience.

DAVID ROPEIK

CONSULTANT IN RISK PERCEPTION AND RISK COMMUNICATION DPR@DROPEIK.COM

WWW.DROPEIK.COM 978 369-5675