Copyright, Dr. V Covello,Center for Risk Communication
Vincent T. Covello, Ph.D.
Director
Center for Risk Communication/
Consortium for Risk and Crisis Communication
29 Washington Square West, Suite 2A
New York, New York 10011
Tel.: 646-654-1679; Fax.: 212-749-3590
email: [email protected]
web site: www.centerforriskcommunication.org
Vincent T. Covello, Ph.D.
Director
Center for Risk Communication/
Consortium for Risk and Crisis Communication
29 Washington Square West, Suite 2A
New York, New York 10011
Tel.: 646-654-1679; Fax.: 212-749-3590
email: [email protected]
web site: www.centerforriskcommunication.org
Risk and Crisis Communication Power Point Slides
Risk and Crisis Communication Power Point Slides
Copyright, Dr. V Covello,Center for Risk Communication
“...the major public health challenges since 9/11 were not just clinical, epidemiological, technical, issues. The major challenges were communication. In fact, as we move into the 21st century, communication may well become the central science of public health practice.” (December, 2001)
-Edward Baker, MD, MPH, Assistant US Surgeon General
““...the major public health challenges ...the major public health challenges since 9/11 were not just clinical, since 9/11 were not just clinical, epidemiological, technical, issues. epidemiological, technical, issues. The major challenges were The major challenges were communication. In fact, as we move communication. In fact, as we move into the 21st century, communication into the 21st century, communication may well become the central science may well become the central science of public health practice.of public health practice.”” (December, (December, 2001)2001)
--Edward Baker, MD, MPH, Assistant Edward Baker, MD, MPH, Assistant US Surgeon GeneralUS Surgeon General
Copyright, Dr. V Covello,Center for Risk Communication
Do we have people’s attention?
! Do have their trust?
! Do we have the needed skills, partners, and resources to create understanding?
Do we have people’s attention?
! Do have their trust?
! Do we have the needed skills, partners, and resources to create understanding?
Risk Communication Challenges Risk Communication Challenges
Copyright, Dr. V Covello,Center for Risk Communication
“A Science-based Approach for Communicating Effectively in:
! High-Concern, High Stress
! Emotionally Charged, or
! Controversial Situations”
“A ScienceScience--basedbased Approach for Communicating Effectively in:
! High-Concern, High Stress
! Emotionally Charged, or
! Controversial Situations”
Risk and Crisis CommunicationRisk and Crisis Communication
Copyright, Dr. V Covello,Center for Risk Communication
“The probability of loss of that which we value.”(Webster’s Dictionary)
“The probability of loss of that which we value.”(Webster’s Dictionary)
RiskRisk
Copyright, Dr. V Covello,Center for Risk Communication
“ ...in high concern…”“ ...in high concern…”
High ConcernHigh ConcernLow TrustLow Trust(essential)
High ConcernHigh ConcernHigh TrustHigh Trust(essential)
Low ConcernLow Trust
(recommended)
Low ConcernHigh Trust(optional)
Copyright, Dr. V Covello,Center for Risk Communication
Overarching Goal:
To Avoid Communication Regret
Overarching Goal:
To Avoid Communication Regret
Copyright, Dr. V Covello,Center for Risk Communication
• Knowledge and Understanding
• Trust and Credibility
• Constructive Dialogue
• Knowledge and Understanding
• Trust and Credibility
• Constructive Dialogue
Risk Communication:
Specific Goals
Risk Communication:
Specific Goals
Copyright, Dr. V Covello,Center for Risk Communication
Spin:
“…making things appear to be that which they are not.”
Spin:
“…making things appear to be that which they are not.”
Copyright, Dr. V Covello,Center for Risk Communication
Key Word Message Map 1Message Map
Stakeholder:Question/Concern
Key Message/Fact 1.
Key Message/Fact 2.
Key Message/Fact 3.
Keywords:Supporting
Fact 1.1
Keywords:Supporting
Fact 1.3
Keywords:Supporting
Fact 1.2
Keywords:Supporting
Fact 2.1
Keywords:Supporting
Fact 2.2
Keywords:Supporting
Fact 2.3
Keywords:Supporting
Fact 3.1
Keywords:Supporting
Fact 3.2
Keywords:Supporting
Fact 3.3
Copyright, Dr. V Covello,Center for Risk Communication
• Mental noise theory
• Trust theory
• Negative dominance theory
• Risk perception theory
• Mental noise theory
• Trust theory
• Negative dominance theory
• Risk perception theory
Risk Communication Theory:Risk Communication Theory:
Copyright, Dr. V Covello,Center for Risk Communication
When people are stressed or upset, they have difficulty :
• hearing information
• understanding information
• remembering information
When people are stressed or upset, they have difficulty :
• hearing information
• understanding information
• remembering information
Mental Noise TheoryMental Noise Theory
Copyright, Dr. V Covello,Center for Risk Communication
Sound Bites (Brief, Concise, Clear)Sound Bites (Brief, Concise, Clear)
Mental Noise TheoryMental Noise Theory
Copyright, Dr. V Covello,Center for Risk Communication
When people are stressed or upset, they often distrust that others are:
• listening, caring, empathy
• honest, open, hard working
• competent, expert
When people are stressed or upset, they often distrust that others are:
• listening, caring, empathy
• honest, open, hard working
• competent, expert
Trust DeterminationTheoryTrust DeterminationTheory
Copyright, Dr. V Covello,Center for Risk Communication
Trust Determination Factors In High Concern Situations
Trust Determination Factors In High Concern Situations
Assessed in first 30 seconds
Assessed in first 30 secondsListening/Caring/
Empathy50%
Listening/Caring/Empathy
50%Competence/
Expertise 15-20%
Competence/Expertise 15-20%
Honesty/ Openness 15-20%
Honesty/ Openness 15-20%
Dedication/Commitment
15-20%
Dedication/Commitment
15-20%
Copyright, Dr. V Covello,Center for Risk Communication
• Compassion/Empathy
• Anger/Courage
• Hope/Optimism
• Compassion/Empathy
• Anger/Courage
• Hope/Optimism
Trust Theory
(Source: Churchill)
Trust Theory
(Source: Churchill)
Copyright, Dr. V Covello,Center for Risk Communication
• Belongingness ( pronouns such as “we, our, us”versus “I, me, my”)
• Listening/Mirroring
• Passion/Perseverance
• Belongingness ( pronouns such as “we, our, us”versus “I, me, my”)
• Listening/Mirroring
• Passion/Perseverance
Trust Theory
(Source: Churchill)
Trust Theory
(Source: Churchill)
Copyright, Dr. V Covello,Center for Risk Communication
• Support from credible third parties
• Constructive Dialogue
• Support from credible third parties
• Constructive Dialogue
Trust Theory
(Source: Churchill)
Trust Theory
(Source: Churchill)
Copyright, Dr. V Covello,Center for Risk Communication
When people are stressed or upset, they often focus more on the negative than the positive.
When people are stressed or upset, they often focus more on the negative than the positive.
Negative Dominance Theory Negative Dominance Theory
Copyright, Dr. V Covello,Center for Risk Communication
1 N = 3 P
(One negative equals three positives)
1 N = 3 P
(One negative equals three positives)
Negative Dominance Theory Negative Dominance Theory
Copyright, Dr. V Covello,Center for Risk Communication
No, not, never, nothing, noneNo, not, never, nothing, none
Negative Dominance Theory Negative Dominance Theory
Copyright, Dr. V Covello,Center for Risk Communication
Non-Verbal Communication:
-- Gestures
-- Physical arrangements
Non-Verbal Communication:
-- Gestures
-- Physical arrangements
Negative Dominance Theory Negative Dominance Theory
Copyright, Dr. V Covello,Center for Risk Communication
Copyright, Dr. V Covello,Center for Risk Communication
! Perception = Reality
! There is virtually no correlation between expert rankings of threats and public rankings of threats.
! Factors that matter most include perceived trust, control, and benefits.
! Perception = Reality
! There is virtually no correlation between expert rankings of threats and public rankings of threats.
! Factors that matter most include perceived trust, control, and benefits.
Risk Perception (0utrage) TheoryRisk Perception (0utrage) Theory
Copyright, Dr. V Covello,Center for Risk Communication
PERCEPTIONS OF RISK(Outrage Factors)
Lower Perceived Risk Higher Perceived Risk1. Trustworthy sources Untrustworthy sources2. Substantial benefits Few benefits3. Voluntary Involuntary4. Controllable Not controllable5. Fair/equitable Unfair/inequitable6. Natural origin Human origin (man made)7. Familiar Unfamiliar/exotic8. Not dreaded Dreaded9. Certain Uncertain10. Children not as
victimsChildren as victims
Copyright, Dr. V Covello,Center for Risk Communication
PERCEPTION OF RISK (Outrage) (cont…)
Lower Perceived Risk Higher Perceived Risk11. Not memorable Memorable12. Moral/ethical Immoral/unethical13. Clear non-verbal
messageMixed non-verbalmessage
14. Responsive Unresponsive15. Random/scattered Catastrophic16. Little media attention Much media attention17. Victims statistical Victims identifiable18. Immediate effects Delayed effects19. Effect reversible Effect irreversible20. Scientifically well
understoodNon scientifically wellunderstood
Copyright, Dr. V Covello,Center for Risk Communication
Risk Perception (Outrage) FactorsRisk Perception (Outrage) Factors
Amplification WeightsFactor Weight
Trust………………………..….. 2000
Control……………………..….. 1000
Benefits …………….…….……. 1000
Amplification WeightsFactor Weight
Trust………………………..….. 2000
ControlControl…………………………………………....…….. 1000.. 1000
Benefits …………….…….……. 1000
Copyright, Dr. V Covello,Center for Risk Communication
Risk Perception (Outrage) FactorsRisk Perception (Outrage) Factors
Perceptions of Control
! Knowledge
! Trust
! Voluntary
! Voice/Input
! Participatory Actions
Perceptions of Control
! Knowledge
! Trust
! Voluntary
! Voice/Input
! Participatory Actions
Copyright, Dr. V Covello,Center for Risk Communication
! Knowledge and Understanding
! Trust and Credibility
! Constructive Dialogue
! Knowledge and Understanding
! Trust and Credibility
! Constructive Dialogue
Goals of Risk CommunicationGoals of Risk Communication
Copyright, Dr. V Covello,Center for Risk Communication
• “The number of casualties will be more than any of us can bear, ultimately.”
• “The number of casualties will be more than any of us can bear, ultimately.”
Giuliani Sound BitesGiuliani Sound Bites
Copyright, Dr. V Covello,Center for Risk Communication
• “American democracy is much stronger than vicious, cowardly terrorists. We are going to come out of this stronger than we werebefore: emotionally stronger; politically stronger; economically stronger.”
• “American democracy is much stronger than vicious, cowardly terrorists. We are going to come out of this stronger than we werebefore: emotionally stronger; politically stronger; economically stronger.”
Giuliani Sound BitesGiuliani Sound Bites
Copyright, Dr. V Covello,Center for Risk Communication
“If I had all day to cut a large tree, I would spend most of the day sharpening my axe.”(paraphrase)
“If I had all day to cut a large tree, I would spend most of the day sharpening my axe.”(paraphrase)
Abraham LincolnAbraham Lincoln
Copyright, Dr. V Covello,Center for Risk Communication
Lincoln’s Gettysburg AddressFour score and seven years ago our fathers brought forth, upon this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, and so dedicated, can long endure. We are met here on a great battlefield of that war. We have come to dedicate a portion of it as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But in a larger sense we can not dedicate -- we can not consecrate -- we can not hallow this ground. The brave men, living and dead, who struggled, here, have consecrated it far above our poor power to add or detract. The world will little note, nor long remember, what we say here, but can never forget what they did here. It is for us, the living, rather to be dedicated here to the unfinished work which they have, thus far, so nobly carried on. It is rather for us to be here dedicated to the great task remaining before us -- that from these honored dead we take increased devotion to that cause for which they here gave the last full measure of devotion -- that we here highly resolve that these dead shall not have died in vain; that this nation shall have a new birth of freedom; and that this government of the people, by the people, for the people, shall not perish from the earth.
Lincoln’s Gettysburg AddressFour score and seven years ago our fathers brought forth, upon this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, and so dedicated, can long endure. We are met here on a great battlefield of that war. We have come to dedicate a portion of it as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But in a larger sense we can not dedicate -- we can not consecrate -- we can not hallow this ground. The brave men, living and dead, who struggled, here, have consecrated it far above our poor power to add or detract. The world will little note, nor long remember, what we say here, but can never forget what they did here. It is for us, the living, rather to be dedicated here to the unfinished work which they have, thus far, so nobly carried on. It is rather for us to be here dedicated to the great task remaining before us -- that from these honored dead we take increased devotion to that cause for which they here gave the last full measure of devotion -- that we here highly resolve that these dead shall not have died in vain; that this nation shall have a new birth of freedom; and that this government of the people, by the people, for the people, shall not perish from the earth.
Copyright, Dr. V Covello,Center for Risk Communication
“It takes me an average of two weeks to prepare an impromptu speech.”(paraphrase)
“It takes me an average of two weeks to prepare an impromptu speech.”(paraphrase)
Mark TwainMark Twain
Copyright, Dr. V Covello,Center for Risk Communication
Key Word Message Map 1Message Map
Stakeholder:Question/Concern
Key Message/Fact 1.
Key Message/Fact 2.
Key Message/Fact 3.
Keywords:Supporting
Fact 1.1
Keywords:Supporting
Fact 1.3
Keywords:Supporting
Fact 1.2
Keywords:Supporting
Fact 2.1
Keywords:Supporting
Fact 2.2
Keywords:Supporting
Fact 2.3
Keywords:Supporting
Fact 3.1
Keywords:Supporting
Fact 3.2
Keywords:Supporting
Fact 3.3
Copyright, Dr. V Covello,Center for Risk Communication
• Mental noise theory
• Trust theory
• Negative dominance theory
• Risk perception theory
• Mental noise theory
• Trust theory
• Negative dominance theory
• Risk perception theory
Risk Communication Theory:Risk Communication Theory:
Copyright, Dr. V Covello,Center for Risk Communication
Sample Smallpox Questions(3 of 60)
Sample Smallpox Questions(3 of 60)
• How contagious is
smallpox?
• Is there enough vaccine?
• What are the signs and
symptoms of smallpox?
• How contagious is
smallpox?
• Is there enough vaccine?
• What are the signs and
symptoms of smallpox?
Copyright, Dr. V Covello,Center for Risk Communication
Question: How contagious is smallpox?
Question: How contagious is smallpox?
! Key Message 1: Spreads slowly
! Key Message 2: Time to contact
! Key Message 3: Vaccination
! Key Message 1: Spreads slowly
! Key Message 2: Time to contact
! Key Message 3: Vaccination
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