Risk communication : a handbook for communicating environmental, safety, and health risks

 Content: LIST OF FIGURES xv LIST OF TABLES xvii  PREFACE xix  ABOUT THE AUTHORS xxi   1 INTRODUCTION 1   To Begin 2  The Risk Communication Process 5  Audiences, Situations, and Purposes 6  References 7   PART I UNDERSTANDING RISK COMMUNICATION    2 APPROACHES TO COMMUNICATING RISK 11   Communication Process Approach 12  National Research Council's Approach 12  Mental Models Approach 13  Crisis Communication Approach 14  Convergence Communication Approach 15  Three-Challenge Approach 15  Social Constructionist Approach 16  Hazard Plus Outrage Approach 17  Mental Noise Approach 17  Social Network Contagion Approach 18  Social Amplifi cation of Risk Approach 18  Social Trust Approach 19  Evolutionary Theory Approach 20  Extended Parallel Process Model Approach 20  Summary 21  References 21  Additional Resources 22   3 LAWS THAT MANDATE RISK COMMUNICATION 23   Comprehensive Environmental Response, Compensation, and Liability Act 24  Executive Order 12898, Environmental Justice in Minority Populations 25  Executive Order 13045, Reduce Environmental Health and Safety Risks to Children 26  Food and Drug Administration Regulations on Prescription Drug Communication 28  National Environmental Policy Act 28  Natural Resource Damage Assessment 30  Occupational Safety and Health Act 30  Resource Conservation and Recovery Act 32  Risk Management Program Rule 32  Privacy Rule 32  Other Government Inducements 33  International Standards 33  North American Standards 34  Grants 34  Summary 35  References 35  Additional Resources 35   4 CONSTRAINTS TO EFFECTIVE RISK COMMUNICATION 37   Constraints on the Communicator 37  Organizational Constraints 38  Emotional Constraints 44  Constraints from the Audience 45  Hostility and Outrage 45  Panic and Denial 48  Apathy 48  Mistrust of Risk Assessment 49  Disagreements on the Acceptable Magnitude of Risk 50  Lack of Faith in Science and Institutions 50  Learning Diffi culties 51  Constraints for Both Communicator and Audience 51  Stigma 52  Stability of the Knowledge Base 52  Summary 53  References 53  Additional Resources 55   5 ETHICAL ISSUES 57   Social Ethics 58  The Sociopolitical Environment's Influence 58  The Use of the Risk Idiom 60  Fairness of the Risk 61  Consequences of Multiple Meanings 62  The Issue of Stigma 63  Organizational Ethics 63  Legitimacy of Representation 64  Designation of Primary Audience 65  Releasing Information 66  Attitude toward Compliance with Regulations 67  Personal Ethics 68  Using Persuasion 68  The Role of the Communicator 68  Organizational Ethics or Personal Ethics? 69  Summary 69  References 69  Additional Resources 70   6 PRINCIPLES OF RISK COMMUNICATION 71   Principles of Process 72  Know Your Communication Limits and Purpose 72  Whenever Possible, Pretest Your Message 73  Communicate Early, Often, and Fully 73  Remember That Perception Is Reality 74  Principles of Presentation 74  Know Your Audience 75  Do Not Limit Yourself to One Form or One Method 75  Simplify Language and Presentation, Not Content 75  Be Objective, Not Subjective 75  Communicate Honestly, Clearly, and Compassionately 76  Listen and Deal with Specifi c Concerns 76  Convey the Same Information to All Segments of Your Audience 77  Deal with Uncertainty 77  Principles for Comparing Risks 78  Use Analogies, but Do Not Trivialize 78  Use Ranges 79  Compare with Standards 79  Compare with Other Estimates of the Same Risk 80  Compare Traits 80  Do Not Compare Risks with Different Levels of Associated Outrage 80  Explain Reductions in Magnitude 81  Summary 81  References 81  Additional Resources 82   PART II PLANNING THE RISK COMMUNICATION EFFORT    7 DETERMINE PURPOSE AND OBJECTIVES 85   Factors That Influence Purpose and Objectives 86  Legal Issues 86  Organizational Requirements 86  The Risk Itself 87  Audience Requirements 88  Checklist for Determining Purpose and Objectives 89  Reference 90  Additional Resources 90   8 ANALYZE YOUR AUDIENCE 91   Begin with Purpose and Objectives 92  Choose a Level of Analysis 93  Determine Key Audience Characteristics 95  Determine How to Find Audience Analysis Information 95  Incorporate Audience Analysis Information into Risk Communication Efforts 101  Checklist for Analyzing Your Audience 103  References 103  Additional Resources 104   9 DEVELOP YOUR MESSAGE 105   Common Pitfalls 106  Information People Want 107  Mental Models 108  Message Mapping and Message Development Templates 111  Health Risk Communication 111  Crisis Communication 114  Checklist for Developing Messages 115  References 115  Additional Resource 116   10 DETERMINE THE APPROPRIATE METHODS 117   Information Materials 117  Visual Representation of Risk 118  Face-to-Face Communication 120  Working with the News Media 121  Stakeholder Participation 122  Technology-Assisted Communication 123  Social Media 125  Checklist for Determining Appropriate Methods 126  Additional Resources 127   11 SET A SCHEDULE 129   Legal Requirements 129  Organizational Requirements 130  The Scientific Process 130  Ongoing Activities 131  Audience Needs 131  Reference 132  Checklist for Setting Schedules 133   12 DEVELOP A COMMUNICATION PLAN 135   What to Include in a Communication Plan 136  Developing Risk Communication Strategies 138  Storyboarding as a Planning Tool 138  Communication Planning Using the Comprehensive Environmental  Response, Compensation, and Liability Act (CERCLA) Approach 139  Using an Audience Focus 140  Strategic Planning for Risk Communication 142  Checklist for Developing a Communication Plan 143  References 143  Additional Resources 143   PART III PUTTING RISK COMMUNICATION INTO ACTION    13 INFORMATION MATERIALS 147   Constructing Information Materials 147  Information to Be Included 147  Organizing Material for Information Materials 150  Language for Information Materials 150  Narrative Style in Information Materials 152  Guidelines for Specifi c Types of Information Materials 153  Newsletters 153  Pamphlets, Booklets, and Fact Sheets 154  Posters, Advertisements, and Displays 154  Articles 155  Technical Reports 156  Checklist for Information Materials 157  References 158  Additional Resources 158   14 VISUAL REPRESENTATIONS OF RISKS 159   Design Visuals for Specifi c Audiences and Uses 160  Match the Visual Portrayal to the Information to be Conveyed 162  Pretest Graphics with Those Who Will Use Them 164  Using Visuals to Personalize Risk Information 166  Comparing Risks in Visual Formats 167  Static versus Interactive Visuals 170  Depicting Probability and Uncertainty 172  Presenting Probability 172  Presenting Uncertainty 176  Probability plus Uncertainty 177  Warning Labels 180  Consider Using Action Levels 183  Ethical Portrayal of Risk Information 183  Using Visual Information in Group Decision Making 187  Checklist for Visual Representation of Risk 188  References 188  Additional Resources 190   15 FACE-TO-FACE COMMUNICATION 193   Constructing Face-to-Face Messages 194  Choose the Appropriate Spokesperson 194  Give the Audience Something to Take Away 197  Reinforce Your Message with Visual Aids 197  Speak in the Language of the Audience 197  Do Not Promise What You Cannot Deliver 197  Guidelines for Specifi c Types of Face-to-Face Communication 198  Speaking Engagements 198  Speakers Bureaus 199  Tours and Demonstrations 200  Video Presentations 201  Audience Interviews 203  Information Fairs 203  Training 204  Checklist for Face-to-Face Communication 205  References 206  Additional Resource 206   16 WORKING WITH THE NEWS MEDIA 207   The Roles of the News Media in Risk Communication 207  News Media Contrasted with Other Stakeholders 209  Productive Interaction, Not Polarization 209  Understanding "Cultural" Differences 210  The News Media Are Event Focused 211  Certain Kinds of Risks Get More Coverage 211  Journalistic Independence and Deadlines Affect Content 211  The Need for Balance Invites Opposing Views 212  Information Is Condensed, Simplified, and Personalized 212  Guidelines for Interacting with the News Media 213  Develop Relationships with Local and Regional News Media Representatives 213  Know When to Approach Media Representatives or When They May Approach You 214  Prepare Messages and Materials Carefully 214  Know Where to Draw the Line 216  Put Your Message in Terms That the Reporter's Audience Can Understand 216  Put the Risk in Perspective 217  Respect the Reporter's Deadlines 218  Maintain Ethical Standards of Disclosure 218  Take Action When Inaccurate or Misleading Material Is Published or Aired 219  Evaluate News Media Coverage 219  Using Technology 220  Distribution Services 220  Video and Audio News Releases 221  Public Service Announcements 221  Telebriefings 222  Social Media 223  Checklist for Working with the News Media 223  References 224  Additional Resources 225   17 STAKEHOLDER PARTICIPATION 227   Requirements for Stakeholder Participation 228  Organizational Requirements for Successful Stakeholder Participation 228  Stakeholder Requirements for Successful Participation 229  Guidelines for Specific Types of Stakeholder Participation Activities 230  The Formal Hearing 231  Group Interactions 232  Interactions Involving Risk Assessment 237  Interactions Involving Decision Making 238  Interactions Involving Risk Management 243  Evaluating Stakeholder Participation Based on Your Situation 245  Checklist for Stakeholder Participation 246  References 248  Additional Resources 249   18 TECHNOLOGY-ASSISTED COMMUNICATION 251   Choosing Technology-Based Applications 252  Workplace Risk Communication 253  Computer-Based Training 253  Informing Employees about Risks 255  Web-Delivered and Stand-Alone Multimedia Programs 257  Online Multimedia Tools 258  Mobile Platforms 259  Web and Satellite Broadcasts 260  Traditional Electronic Forums 262  Interactive Multimedia Programs in Public Places 263  Technology in Care Communication 265  Technology in Consensus Communication 269  Websites 269  Local Area Networks, Extranets, and Bulletin Boards 270  Tracking and Analyzing Comments and Responses 271  Facilitating Group Decision Making 272  Technology in Crisis Communication 273  Websites, Wired, and Wireless Technologies 273  Emergency Planning and Training Tools 274  Checklist for Technology-Assisted Communication 278  References 278  Additional Resources 279   19 SOCIAL MEDIA 281   General Principles on Participating in Social Media to Communicate Risk 282  Determining Audience for Social Media 283  Organizational Barriers to Social Media Adoption 284  Sharing Content via Social Media 287  Engaging with Stakeholders 288  Monitoring Changes in Perception via Social Media 289  Guidelines for Specific Types of Social Media 290  Social Networking Sites 290  Microblogging 292  Blogging and Podcasts 293  Video-, Image-, and File-Sharing Sites 294  Mapping 294  Mobile Phones 295  Evaluating Social Media Effectiveness 295  Checklist for Social Media 296  References 296  Additional Resources 297   PART IV EVALUATING RISK COMMUNICATION EFFORTS    20 EVALUATION OF RISK COMMUNICATION EFFORTS 301   Why Evaluate Risk Communication Efforts? 301  The Meaning of Success 302  Types of Evaluations 304  Conducting the Evaluation 306  Checklist for Evaluating Risk Communication Efforts 308  References 309  Additional Resources 310   PART V SPECIAL CASES IN RISK COMMUNICATION    21 EMERGENCY RISK COMMUNICATION 313   Understanding Emergency Risk Communication 314  Emotions and Public Actions 315  Credibility and Trust 316  Planning for the Unexpected 318  Preparing Your Organization 318  Teaming with Other Organizations 322  Working with Communities in Advance 323  Determining Appropriate Communication Methods 324  Developing an Emergency Risk Communication Plan 328  Communicating during an Emergency 333  Emergency Operation Centers 336  Working with the Media in an Emergency 337  Hotlines 340  Communicating after an Emergency 342  Checklist for Emergency Risk Communication 344  References 345  Additional Resources 348   22 INTERNATIONAL RISK COMMUNICATION 349   Recognize the Similarities 350  Account for Cultural Differences 350  Look for "Your" Risk in Other Countries 352  Plan for Cross-Country Communication 353  Checklist for International Risk Communication 355  References 356  Additional Resources 357   23 PUBLIC HEALTH CAMPAIGNS 359   Understand Your Goals 360  Use Research to Design Campaigns 360  Use Multiple Methods to Reach People 361  News Media 361  Paid Placements and Independent Coverage 362  Online Interventions and Social Media 363  Other Methods 364  Evaluate Success 364  Checklist for Public Health Campaigns 366  References 366  Additional Resources 367  RESOURCES 369  General Risk Communication Resources 369  Environmental Risk Communication Resources 370  Safety Risk Communication Resources 371  Health Risk Communication Resources 371  Care Communication Resources 372  Consensus Communication Resources 372  Crisis Communication Resources 373  GLOSSARY 375  INDEX 379
 Abstract:             
              This fully-updated fifth edition includes real-life examples of current events such as the Japanese tsunami, the Gulf oil disaster, and Hurricane Irene, along with lessons learned from these events.                 Read more...