Transcript Slide 1

Session Objectives
To understand the impact of the
public's perception of risk.
Describe the effect of personal
experience on the perception of risk.
Discuss strategies for managing risks
that are affected by public
perception.
Principles of Environmental Risk Communication and Crisis Management
Factors Affecting Risk
Perceptions (Personal)
Personal knowledge or lack of knowledge.
Proximity.
Immediacy.
Level of trust in the source.
Fairness.
Benefit.
Alternatives.
Control.
Voluntary.
Familiar.
Principles of Environmental Risk Communication and Crisis Management
Risk
High
Public Fears
and Outrage
Low
High
Low
Technical
Principles of Environmental Risk Communication and Crisis Management
A Broader Definition of Risk
Risk Perception = Technical Risk + Non-Technical
Assessment
Public Concerns
Or
Risk Perception = Hazard + Outrage *
* Attrib. to Peter Sandman
Principles of Environmental Risk Communication and Crisis Management
Risk Management Strategies
Share power with the public.
Support objective research.
Cooperate with outside
audits/inspections.
Encourage independent
monitoring.
Make a long-term commitment.
Remove the source of fear if
necessary.
Principles of Environmental Risk Communication and Crisis Management
Session Objectives
Understand the elements of a risk/crisis
communication plan.
Importance of two-way communication.
Public involvement in the risk/crisis
communication planning process.
Necessity for a written risk/crisis
communication plan.
Elements of a risk/crisis communication plan.
Principles of Environmental Risk Communication and Crisis Management
Benefits of Involving the Public
in Risk Decisions
Gain support for decisions.
Gain understanding of true risks.
Acceptance of solutions -- "buy-in".
Conflicts resolved.
Reduce/eliminate negative media coverage.
Increase trust and credibility.
Best use of organization's time and resources.
Principles of Environmental Risk Communication and Crisis Management
Importance of Public or
Stakeholder Involvement
Critical for open decision-making.
Community/Stakeholder has a voice.
Provide valuable information.
All issues can be considered.
Important issues can be highlighted.
Reasoned choices can be made.
Principles of Environmental Risk Communication and Crisis Management
Timing of Public Involvement
Activities
As early as possible.
Continues throughout
the entire activity.
Principles of Environmental Risk Communication and Crisis Management
Who is the Public?
Civic groups
Individuals
Environmental Interest Groups
Business Associations
Local Government Officials
Religious Organizations
Universities
Non-Government Organizations
(NGOs)
Community Based
Organizations (CBOs)
Others?
=
Stakeholders
Principles of Environmental Risk Communication and Crisis Management
Outcomes
Improved understanding
of issues and concerns.
Possible suggestions for
future actions.
Ideas for possible options.
List of recommendations.
Agreement on the way
forward.
Consensus
Principles of Environmental Risk Communication and Crisis Management
What Can the
Stakeholders Provide?
Specialized knowledge.
Historical information.
Data.
Specific concerns.
Other?
Principles of Environmental Risk Communication and Crisis Management
Types of Special Interest Groups
Dissidents
Activists
Advocates
Zealots
Fanatics
Principles of Environmental Risk Communication and Crisis Management
Defusing the Opposition
Stay objective.
Don't underestimate the
situation.
Don't overreact.
Allow for free expression of
ideas.
Look for areas of agreement.
Consider options.
Work with more moderate
groups.
Principles of Environmental Risk Communication and Crisis Management
Defusing the Opposition (continued)
(continued)
Focus on the primary issue.
Cover the issue completely.
Use issues management
early.
Involve the opposition in
the solution.
Never "kill" the opposition.
Use legal action sparingly.
Communicate through many
channels.
Principles of Environmental Risk Communication and Crisis Management
Risk/Crisis Communication Plan:
Putting It All Together
Convey a working knowledge
of the community and the
stakeholders.
Document identifies concerns
and issues.
Should answer basic
information:
Who, what, where, when,
why and how.
Focus on specific techniques
and approaches to be used.
Principles of Environmental Risk Communication and Crisis Management
Putting It All Together (continued)
(continued)
Flexible.
Updated periodically.
Format to suit the
project or program.
Tested and exercised.
Principles of Environmental Risk Communication and Crisis Management
Risk/Crisis Communication
Plan Elements
Purpose.
Goals for stakeholder
involvement.
Historical & geographical
information.
Technical information.
Community background.
Media resources.
Methods of
communication.
Available resources.
Activities to be
undertaken.
Timing.
Contact lists.
Meeting locations.
Repository locations.
Principles of Environmental Risk Communication and Crisis Management
Encouraging the Public to
Participate
Make personal contact.
Be accessible.
Good timing.
Provide transparency.
Conduct interactive
activities.
Show results.
Be culturally sensitive.
Stakeholder
Involvement
Can Make a
Difference
Principles of Environmental Risk Communication and Crisis Management
Communication Methods
Written
Verbal
Pictorial
Formal
Informal
Combinations
Breakout
Session 1:
What risks
does the plan
pose?
Principles of Environmental Risk Communication and Crisis Management
Stakeholder Activities
Public meetings.
Informational sessions.
Workshops.
Conferences.
Fact sheets.
Surveys.
Brochures.
Briefings.
Hotlines.
Forums.
Newspaper stories.
Radio & TV
announcements.
Newsletters.
Flyers.
Exhibits.
Mass mailings.
Others?
Principles of Environmental Risk Communication and Crisis Management
Media Guidelines
General media communication policies.
Media information center location.
Access to facilities.
Specific information:
Injuries to employees,
Injuries to non-employees,
Other?
List of authorized spokespersons.
Other?
Principles of Environmental Risk Communication and Crisis Management