presentation risk communication

12/12/2010 1 BestPracticesinRiskCommunicationfor ChemicalRiskManagement LeonardRitter,PhD,Fellow,ATS ExecutiveDirector,CanadianNetworkof Toxicolo gy Centres gy Professor,(Toxicology) SchoolofEnvironmentalSciences UniversityofGuelph Coordinator,MetalsintheHuman EnvironmentStrategicNetwork RiskCommunication ● Anexchangeofinformationconcerningthe existence,nature,form,severity,or acceptability of health or environmental acceptability  of  health  or  environmental  risks. ● Acriticalcomponentofriskmanagement StagesintheRiskManagementProcess • Problemidentification • Settingtheriskcommunicationobjectives • Providingasuitableforumforstakeholder discussions • Makingrecommendations • Implementation/Evaluation RiskCommunicationGoals • Establishatwo‐wa ycommunicationwithstakeholders abouttheriskassessment/riskmanagementprocess • Buildpublicconfidencethatappropriaterisk managementdecisionsarebeingdeveloped • Provide a forum for stakeholders to: a) discuss &  • Provide  a  forum  for  stakeholders  to:  a)  discuss  &  processriskinformation&b)formawell‐balanced judgmentbasedonfactualevidence • Reducecomplexity,uncertainty,andcopewithany ambiguityoftheriskissue;addresspublicexpectations • Fosteraninformedpublicthatisinvolved,interested, reasonable,solution‐oriented,andcollaborative 12/12/2010 2 RiskPerception • Theconceptofacceptableriskdependsonan individual’sperceptionoftherisk • Anindividual’sperceptionofriskisoften inaccurate inaccurate • Toconveyriskinformation,arisk communicatormustidentifywhatpre‐ conceivedfactorsmayinfluencedecisions aboutmanagingarisk FactorsThatAffectRiskPerception Factors Examples Psychological vulnerability,anger,lackoftrust,grief,denial,fear , anxiety,depression,Isolation,frustration,guilt Social economic issues costs associated with the risk Social economic  issues , costs  associated  with  the  risk  issue,conflictsbetweendifferen tgroupswithin thecommunity,jurisdictionalissues,relocationof thecommunity Other gender,age,geographicalregion,ethnicity, religion,levelofeducation *AdaptedfromKrewski etal.,1995 DeliveraClearRiskMessage • Theriskmessage,i.e.,one‐waycommunication,shouldbestatedin clear,understandableterms • Intentionsshouldbeclearlydefinedandpositionedatthe beginningofthepresentation • Factualdetailsshouldbesimplifiedwithoutsacrificingaccuracy Ri k( ) hldb ldi il tt& ltdt th l ld • Ri s k( s ) s h ou ld  b ep l ace d  i nsoc i a l con t ex t  & re l a t e d  t o th erea l wor ld  oftheaudience;Riskisnotsolelyascientificissue • Usevisuallyattractivegraphics,goodexamples,anecdotes,and picturestoconveytheriskmessage • Useclear,jargon‐freelanguage(avoidequations;difficultfornon‐ expertstointerpret) • Neverassumetechnicalknowledgeunlessitisatechnically‐adept audience TypesofRiskMessages • Reasontheriskmessagewasdeveloped Typeofriskmessage RiskNotification dear healthprofessionalletter ,health advisories,drugand biologicalproductslabels, signage,andpackaging Ri k If ti l b it bli ti di Ri s k  I n f orma ti on newsre l eases,we b s it es,pu bli ca ti ons,me di a interviews,speakingengagements, conferencesandworkshops RiskAwareness socialmarketingprograms,publiceducation programs,massmediacommunications, pamphlets RiskManagement oralcommunications,publichearings, discussion/workinggroups,one‐on‐one conversations,interviews BasedonHealthCanada,2005andKrimshy,2007 12/12/2010 3 ModelofCommunicationFlow DomainofTechnicalRisk DomainofPerceivedRisk Industry MassMedia Governments Independent Researchers GeneralPublic PublicInterest Groups RiskCommunicationFlows Riskcommunicationflowsbetweenthe“Expertsphere”(onleft)andthe“Publicsphere”(onright), andassumesthatallgroupsthatparticipateinriskcommunicationhaveaspecificagendathatdrives theirinvolvementintheprocess.Thesespecialinterestsaretakenintoconsiderationandcanheavily influencetheoutcomeofthe riskcommunicationprocess. (LeissandKrewski,1989) ComponentsofTrust Components Description Perceivedcompetence Degreeoftechnicalexpertise Objectivity Lackofbiasesofinformation Fairness Acknowledgementandadequate representationofallrelevantpointsofview Consistency Predictability of arguments and behavior Consistency Predictability  of  arguments  and  behavior  basedonpastexperienceandprevious communicationefforts Sincerity Honestyandopenness Faith Perceptionof“goodwill”inperformanceand communication Tobuildtrust:listentopublicconcernsandprovideaforumfortwo‐waycommunications. Ref.:OECDGuidanceDocumentonRiskCommunicationforChemicalRiskManagement,July2002 RiskTakingby CulturalCategories Atomised Individuals Lifeisalottery.Risksare outofourcontrol;safety isamatterofluck. Bureaucrats Risksareacceptableaslong asinstitutionshavethe routinestocontrolthem. TheHermit GRID Risksareacceptableaslong astheydonotinvolve coercionofothers. Entrepreneur Risksofferopportunities andshouldbeacceptedin exchangeforbenefits. Egalitarian Risksshouldbeavoided unlesstheyareinevitable toprotectthepublicgood. GROUP BuildingTrustandCredibility • Thenatureofriskdemandstrustful relationshipsbetweenriskmanagersandrisk bearers • Trustistheinvisible p roductofasuccessful p communicationonriskissuesandconcerns • Publicconfidenceisimportantfortriggering behavioralresponses • Systematicfeedbackanddialogueare requiredinordertogrowtrust 12/12/2010 4 QualitiesofanEffectiveRiskCommunicator • Goodinter‐activepresentationskills • Abletoavoidjargonandclarifytechnicalconceptsofariskmessage • Goodlistenerthatprovidesfeedbackonstakeholders’concernsanddoes notexpresspersonalopinions • Conveyshonesty,competence,andestablishestrustandcredibility • Treatsinputwithrespectandgiveseveryoneequalopportunitytomake claimsandreacttoclaimsbyothers • Ensuresparticipantsrefrainfrom“moralizing”eachother • Ishonestaboutwhattheycanandcannotdo • Aboveaveragemediationexperience StakeholderRoles • Governmentsmanagepublichealthrisksand communicateriskdetailstothepublic • Industryleadershaveacorporate res p onsibilit y tocommunicateriskstoaffected py consumersinatimelymanner • Earlypublicinvolvementensurestherisk analysisprocessaddressespublicconcerns andprovidesimprovedunderstandingofthe riskassessmentandhowdecisionsaremade StakeholderRoles… Continued • Theresearchcommunityplaysanimportantrole inriskanalysisbycontributingtechnicaland scientificexpertise • Media transmit,create,orinterpretarisk messageandshouldbeinvolvedintheentirerisk communicationprocess • NGOs(publicinterestgroupsornon‐ governmentalorganizations)raisepublic awarenessofpotentialsourcesofhealthand environmentalrisk RiskCommunication Challenges • Audiencesandmediarequiredifferentrisk communicationstrategies • Selectingappropriateapproach(method)to conveytheriskmessage • Communicatingwiththestakeholdersasequal partnersintheexchangeofideas,arguments, andriskevaluations • Explaining scientificriskmeasurementsand probabilitiesinnon‐scientificterms(depending onaudiencemix) 12/12/2010 5 RiskCommunicationChallenges Continued • Eachrisksituationmayrequireseveral methodsofcommunication • Explainingsynergisticeffectswithother lifestyle factors lifestyle  factors • Anticipatingobjectionstoexplanationsofrisks (datauncertainties,infodisclosure,demands forzerorisk) • Improvingliteracyinrisk‐basedthinking SelectingtheApproach Theapproachchosentocommunicateriskto targetaudience(s)willdependupon: • Thecostsandresourcerequirementsof different approaches different  approaches • Thestageofariskmanagementprocess • Thetypeofrisksituation(routineorhigh potentialforcontroversy) • Theaudiencemix DesigningaRiskCommunicationProgram • Designentireriskcommunicationpackage • Ensuretargetaudiencerepresentsallrelevantstakeholders • Determinemostimportantproblemstoovercomeintherisk message • Iftherisksituationishighlycontroversial,involvestakeholders atanearlystage • Determinebasicperceptionsoftheriskissueunderdispute • Beawareofthedistinctionbetweenriskandriskacceptability • Afairlydistributedriskismoreacceptablethananunfairly distributedone DesigningaRiskCommunicationProgram Continued • Ariskthatthepartieshavesomecontroloveris moreacceptablethanariskbeyondtheircontrol • Riskcomparisonsshouldbeincludedinanyrisk‐ communicationprogram • Appropria tetimingofdatacollections,inclusionof controlgroups,andarrangingfocusgrouptestsand re‐testsareimportant • Trackfeedbackfromusersofcommunication material 12/12/2010 6 WrittenRiskMessage • Definehighlightsofmessage • Bespecificaboutcontrolmeasuresand precautionaryactions i i dd d f • Ensurecontent i swr i ttentoa dd ressnee d so f  specificaudience • Considerthesocialandpoliticalconte xtofthe issue InternetWebsiteMaterials Similarapproachaswithwrittenmethodsplus: • Providefrequentupdatesofcontent • Ensuremainsearchenginesregisteryour entry entry • Providelinkstootherrelevantorganizations& infosources • Provideopportunitiesforviewerstorespond PublicPresentations Personalcontactismoreconvincingthananonymously writtenmaterials • Formaltraininginspeechandrhetoricalskillsareanasset • Don’ttalkdowntoaudience • Besincere , honest , o p en‐minded , carin g oftheaudiences , , p , g concernsandresponsivetoquestionsandcomments • Useappealingvisualaidstoexplaintheriskrationale • Allowtimefordiscussions • Providemediawithastatemen ttoavoidbeingmisquoted Surveys&FocusGroupsApproach • Excellentmethodofexploringconcernsofthe targetedaudience d di & • Focusgroups d ocumentau di enceconcerns &  measuresocialresonanceofeachargument providingexcellentfeedback 12/12/2010 7 CitizenAdvisoryCommittees(CACs) • ThechemicalindustryhasbeenusingCACsfor alongtimeintheirResponsibleCarePrograms A i l f i • A representat i vesamp l eo f consumers i s difficulttoobtain • Problemissmallnumberofparticipants Media • Areprimetransmittersofriskinformation • Playacriticalroleinsettingagendasandindetermining outcomes • Riskcommunicatorsmustbeopenandaccessibleto reportersandrespecttheirdeadlines il if i h d f h f di • Ta il or i n f ormat i ontot h enee d so f eac h typeo f me di a • Shouldbeprovidedwithbackgroundmaterialoncomplex riskissues • Riskcommunicatorsneedtoestablishalong‐term relationshipoftrustwitheditorsandreporters • Channelsforcommunicationarediverse(press conferences&releases,TV,appearancesatpublicevents, letterstothepublisher,directmailings) Media…Continued • WhenissuingaPressRelease,state(who,when, what,towhichpurpose,why)withdetailsand contactinformationattheend • Pressconferencesorpressreleasesarenot recommendedforconve y in g detailedscientific yg data • Sciencesupplementsforthemediamaybemore problemorientedandprovideananalysisofthe issue • Releasestothenationalwireservicesshouldonly containbasicfactsandgeneralconclusions CommunicatingwithInstitutional Stakeholders • ExpertHearings:expertswithdifferentpositions testifybefor etheorganizinginstitution,e.g.,a regulatoryagency • Expert Committees: popular for involving external Expert  Committees:  popular  for  involving  external  knowledgecarriersintheriskmanagement process • ExpertConsensusConferences:groupsessionsto preparecommonstandardsandreportbackto plenarysessiontoreachacommonagreement 12/12/2010 8 InstitutionalStakeholders Continued • GroupDelphiExercises:agroupofexpertsinvolvedina 4‐stepinfogatheringprocesstogainanormal distributionofassessments • StakeholderHearings:oftenconductedbyregulatory institutions for stak eholders to voice their opinions institutions  for  stakeholders  to  voice  their  opinions • Roundtables:popularforstakeholderinvolvementin corporateandconsensualregulatoryarenas; professionalmoderatorrecommended • Mediation:assumesstak eholderconflictscanbe resolvedbeforetheyreachthelegalarena EvaluatingYourRiskCommunication Program • Yourselectionofapproachesshouldbewell integratedandcomplementeachother • Maintaincontinuousefforttocommunicatewith stakeholdersduringtheriskmanagementprocess Adj d dif h ii • Adj ustan d mo dif yt h ecommun i cat i onprogramto collectfeedbackandtrackchangesinvaluesand preferences • Effectiveriskcommunicationwillbecome increasinglyimportantasaudiencesbecomebetter informed(throughtheinternet) Summaryofperceptionandacceptanceofrisksfrom diversesourcesofradiationexposure Perceivedrisk Technicalexperts Public Nuclearpower/nuclearwaste Moderaterisk Extremerisk Acceptable Unacceptable Xrays Low/moderaterisk V erylowrisk Radon Moderaterisk Verylowrisk Needsaction Apathy Nuclearweapons Moderatetoextremerisk Extremerisk Tol eran ce Tol eran ce Foodirradiation Lowrisk Significantconcerns beginningtodevelop Electricandmagneticfields Lowrisk Significantconcerns Acceptable beginningtodevelop Acceptabilityquestioned Ref;Slovic,P. PerceptionofRiskfrom RadiationInvitedpaper1996 . Effective risk communication willbecome increasinglyimportantasaudiencesbecomebetter informed(throughtheinternet) Summaryofperceptionandacceptanceofrisksfrom diversesourcesofradiationexposure Perceived risk Technicalexperts Public Nuclearpower/nuclearwaste Moderate risk Extreme risk Acceptable Unacceptable Xrays Low/moderate risk V erylow risk Radon Moderate risk Verylow risk Needsaction. Perceptionof“goodwill”inperformanceand communication Tobuildtrust:listentopublicconcernsandprovideaforumfortwo‐waycommunications. Ref.:OECDGuidanceDocumenton Risk Communication forChemical Risk Management,July2002 Risk Takingby CulturalCategories Atomised Individuals Lifeisalottery.Risksare outofourcontrol;safety isamatterofluck. Bureaucrats Risksareacceptableaslong asinstitutionshavethe routinestocontrolthem. TheHermit GRID Risksareacceptableaslong astheydonotinvolve coercionofothers. Entrepreneur Risksofferopportunities andshouldbeacceptedin exchangeforbenefits. Egalitarian Risksshouldbeavoided unlesstheyareinevitable toprotectthepublicgood. GROUP BuildingTrustandCredibility •. NGOs(publicinterestgroupsornon‐ governmentalorganizations)raisepublic awarenessofpotentialsourcesofhealthand environmental risk Risk Communication Challenges • Audiencesandmediarequiredifferent risk communication strategies • Selectingappropriateapproach(method)to conveythe risk message •