Risk Communication Flashcards
What are the two risk equations?
Risk = Probability x Severity
Risk = Hazard + Outrage
How are Hazard and Outrage defined by Dr. Sandman?
Hazard = how much harm is likely to be caused
Outrage = how upset it is likely to make people
What are the Human reactions to Risk?
Acceptance > Fear > Denial > Panic
What are the qualities of Fear as a reaction to risk?
- Automatic
- Comes on early
- Is temporary
- Is a small over-reaction
- May need guidance
- Is slow to extinguish
- I easily re-established
- Is contagious
What are the qualities of Denial as a reaction to risk?
- More dangerous than fear
- Less common than fear
- Is reduced when: fear is legitimized, actions are taken to address fear, we decide to act
What is Risk Communication?
Public health activities to ensure that Messages and Strategies designed to prevent exposure, adverse human health effects and diminished quality of life are effectively communicated to the public.
What is the most common example of Risk Communication?
An organization facing a crisis and the need to communicate about that crisis to stakeholders and the public.
What factors have contributed to the growth of Risk Communication?
- Public interest in health, safety, environment, etc
- Public concern about risks from the past, present and future
- Right-to-know laws relating to exposure of risk agents
- Mistrust in authorities and public demand to participate as a full partner
- Awareness by gov’t and industries that risk can threaten their goals
- Awareness that public response to a risk can be amplified by those who wish to manipulate it
What are the possible positive outcomes of using Risk Communication?
- Can empower people to make informed decisions
- Can decrease illness, injury and death
- Can counter/correct rumors
- Builds support for a response plan
- Can assist in executing a response plan
- Can keep decision-makers well informed
- Discouraged negative behavior and/or encourages constructive responses to danger
According to Dr. Sandman’s 4 tasks of risk communication, if the hazard is high but the outrage is low, what is the appropriate task?
Precaution advocacy
-Alert insufficiently upset people about the seriousness of the risk - Watch Out!
According to Dr. Sandman’s 4 tasks of risk communication, if the hazard is low but the outrage is high, what is the appropriate task?
Outrage management
-Reassure excessively upset people about small risks - Calm Down!
According to Dr. Sandman’s 4 tasks of risk communication, if the hazard is high and the outrage is high, what is the appropriate task?
Crisis communication
-Help appropriately upset people cope with the serious risks - We can get through it together.
According to Dr. Sandman’s 4 tasks of risk communication, if the hazard and outrage are both intermediate, what is the appropriate task?
This is the Sweet Spot
- Engage in dialogue with interesting people about a significant, but not urgent risk
- What do you think?
What are the 11 Best Practices of Risk Communication?
- Risk and Communication are an ongoing process
- Conduct pre-event planning and preparedness activities
- Foster partnerships with the public
- Collaborate and coordinate with credible sources
- Meet the needs of the media and remain accessible
- Listen to the public’s concerns and understand your audience
- Communicate clearly with compassion, concern and empathy
- Demonstrate honesty, candor and openness
- Treat emotions as legitimate
- Accept uncertainty and ambiguity
- Give people meaningful actions to do
What are the 2 most common Risk Communication mistakes in Vet Medicine?
- Withholding Information - with the intent to prevent panic
- Over-assurance of audience - to lessen their fear
