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Risk Communication

The document discusses risk communication and defines key terms like risk, communication, and risk communication. It covers communicating to the right people with the right message through the right channel. Specific topics include risk perceptions, impacts of risk perceptions, risk communication myths vs truths, target audiences, bridging gaps, messaging best practices, and choosing the right communication channels.

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youthdevelopmentbulakan
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14 views

Risk Communication

The document discusses risk communication and defines key terms like risk, communication, and risk communication. It covers communicating to the right people with the right message through the right channel. Specific topics include risk perceptions, impacts of risk perceptions, risk communication myths vs truths, target audiences, bridging gaps, messaging best practices, and choosing the right communication channels.

Uploaded by

youthdevelopmentbulakan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 43

RISK COMMUNICATION

Communicating to the Right People with the Right Message


through the Right Channel
Dimensions of Impact
PHYSICAL IMPACT
LEGAL/RIGHTS
PSYCHOLOGICAL

POLITICAL SHELTER

SECURITY
ECONOMIC
COMMUNITY
ISOLATION
What is

RISK?
Defining Risk

❑ The effect of uncertainty on objectives in addition, it


is a positive or negative deviation from what is
expected. (ISO 31000)

❑ For a risk to materialize, the following should be


considered: exposure to hazards/threats, and
vulnerabilities and capacities (knowledge, skills,
resource)
What is
COMMUNICATION?
Defining Communication

❑ Communication is the act of giving, receiving, and


sharing information.

❑ A process by which information is exchanged


between individuals through a common system of
symbols, signs, or behavior. (Merriam-Webster)
Defining Risk Communication

“Risk Communication is the process of exchanging


information among interested parties about the
nature, magnitude, significance, or control of a risk.”

-Dr. Vincent Covello, Founder and Director of Center


for Risk Communication New York
Defining Risk Communication

“Risk Communication is an ongoing process of bringing


together various stakeholders to come to a common
understanding about the risks, their acceptability, and
actions needed to reduce the risks.”
Risk Communication for
Government
Deliver messages that inform without frightening

Educate without provoking alarm

Prevent potentially damaging public responses


Talking to the right people
with the right message
through the right channel.
Communicating to the
RIGHT PEOPLE
RISK COMMUNICATION

RISK
RISKS
ASSESSMENT
RISK REDUCTION
ACTIONS
ACCEPTABILITY PERCEPTION
RISK PERCEPTIONS
DON’T PANIC!
Choose between the scenarios which you
think is RISKIER.
Airplane Ride Car Ride
War Terminal Illness
Stranded in the middle of Stranded in the middle of
the sea the desert
Bird flu Cyber-attack
Drinking alcohol Heat stroke
DON’T PANIC!
What were the factors or variables that
helped you decide?
IMPACTS OF RISK
PERCEPTIONS
❑ Strong impact on societal
acceptance/tolerance of various
hazardous activities
❑ Big influence on individuals’ “safety
behaviors” when exposed to a hazard
Risk Communication
MYTHS vs
TRUTHS
Communicating risk is more likely to
Not if done properly. Give people than
chance to express their concerns, ask
alarm than calm people questions and receive accurate answers.

As public servants, you have a


Risk Communication is not my responsibility to the public.
job.
Part of your job is to help the public
Many issues that arise are too understand these issues no matter how
difficult for the public to understand complex they may be.
TARGET AUDIENCE
❑ PRIMARY AUDIENCE
the group of people you want to address directly with specific messages
so that they change or modify their individual behavior

❑ SECONDARY AUDIENCE
are social networks and social support systems that can influence the
primary audience’s behavior

❑ TERTIARY AUDIENCE
those whose actions indirectly help or hinder behaviors of other participants.
These include law enforcement officials, politicians, government representatives,
and media representatives
BRIDGING THE GAP

❑ Consider the behavioral components


❑ Consider public anxiety/paranoia
❑ Extreme public reaction
❑ Political context
Communicating the
RIGHT MESSAGE
RISK COMMUNICATION DURING
COVID-19
RISK COMMUNICATION DURING
COVID-19
Initiated Actions in the Philippines
Initiated Actions in the Philippines
MESSAGING
The goal is to influence and trigger
behavior hence, assess the feelings and
emotions of your target audience about
the risk when drafting your message.
MESSAGING
What information is crucial to convey in initial
messages in order to prompt appropriate public
responses?

What questions can we anticipate from the public in


these risk situations?

What are the messages to be delivered?


MESSAGING
1. Position yourself as a source of reliable
information.
2. Build the trust of the general public.
3. Create messages that resonate with your
community partners and residents.
MESSAGING
1. Do no harm

Recipe of an unstable information environment:

Risk + heightened public emotions + limited access to


facts + rumor, gossip, speculation + assumption
MESSAGING
2. Messages should be simple, straightforward,
realistic and measurable.

3. Deliver timely, accurate and relevant information.


Communicating through
RIGHT CHANNEL
Communicating through the Right Channel

Form
Dialogue in real time

Goal
Everyone at risk has guidance and facts needed to make informed
decisions to protect themselves, their families, and their communities
from threats (hazards).

Context
Any communication channel, function, platform, and context that
contributes to this goal is part of risk communication
Communicating through the Right Channel
REMEMBER…

RISK COMMUNICATION SEEKS TO:

❑ Address uncertainty and public concern


❑ Build trust
❑ Create opportunities for Feedback
Thank you for listening!
QUESTIONS?

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