1、,H1N1 Risk and Crisis Communication: Successes and ChallengesDr. Vincent T Covello Director Center for Risk Communication New York, New York,1,Presentation Goals,(1) Share key concepts from the risk communication literature (2) Evaluate CDCs H1N1 communications against these key concepts (3) Identif
2、y challenges for the future,2,Risk Communication: Key Concepts,When people are stressed and concerned, they typically: (1)want to know that you care before they care what you know (2)have difficulty hearing, understanding, and remembering information (3)trust most those willing to acknowledge the im
3、portance of uncertainty,3,Risk Communication: Key Concepts,When people are stressed and concerned, they typically: (1)want to know that you care before they care what you know (2)have difficulty hearing, understanding, and remembering information (3)trust most those willing to acknowledge the import
4、ance of uncertainty,4,Assessed in first 930 seconds,Listening/ Caring/ Empathy/Compassion 50%,Competence/ Expertise 1520%,Honesty/ Openness 1520%,All Other Factors 1520%,People Want To Know That You Care Before They Care What You Know,5,“The number of casualties will be more than any of us can bear
5、ultimately.” “My heart goes out to all of the innocent victims of this horrible and vicious act of terrorism.”Mayor Giuliani, 9/11, Communication,People Want To Know That You Care Before They Care What You Know: 9/11,6,“First I want to recognize that people are concerned about this situation.We hear
6、 from the public and from others about their concern, and we are worried, as well.” Dr. Richard Besser, CDC Acting Director H1N1 News Conference, April 24, 2010,People Want To Know That You Care Before They Care What You Know: CDCs H1N1 Communications,7,Extensive use of risk communication “Caring” p
7、rinciples and templates “Templates” Tools derived from the risk communication literature Examples:CCO Template (Compassion, Conviction, Optimism)CAP Template (Compassion, Action, Perspective),People Want To Know That You Care Before They Care What You Know: CDCs H1N1 Communications,8,Risk Communicat
8、ion: Key Concepts,When people are stressed and concerned, they typically: (1)want to know that you care before they care what you know (2)have difficulty hearing, understanding, and remembering information (3)trust most those willing to acknowledge the importance of uncertainty,9,People Have Difficu
9、lty, Hearing, Understanding, and Remembering Information: CDCs H1N1 Communications,Extensive use made of risk communication “KISS” templates KISS: Keep It Simple and Short (e.g., Bullets, Colors, Information Chunks) Examples:“Rule of 3” Template“27/9/3” Template“Primacy/Recency” Template,10,Copyrigh
10、t, Dr. V Covello, Center for Change/Risk Communication,Everything in Threes: Three Key Messages(27 words, 9 seconds, 3 messages) Repeat Messages at Least Three Times (e.g., Triple T Model) Provide Three Supporting Facts or Credible Sources for Each Key Message,People Have Difficulty, Hearing, Unders
11、tanding, and Remembering Information: The Rule of 3 (27/9/3),11,Copyright, Dr. V Covello, Center for Change/Risk Communication,Copyright, Dr. V Covello, Center for Change/Risk Communication,Message Map,Stakeholder Question or Concern:,Key Message 1 9 words on average,Key Message 2 9 words on average
12、,Key Message 3 9 words on average,12,65 Pandemic Influenza Message MapsPosted on pandemicflu.gov in 2006 Message Mapping TopicsPreparedness, H5N1 avian influenza, pandemic influenza, antiviral medications, vaccines, human-to-human transmission, pandemic response, etc. Message Mapping Ongoing CDC act
13、ivity based on availability of new science and policy,People Have Difficulty Hearing, Understanding, and Remembering Information: CDCs H1N1 Communications,13,“Risk Communication and Message Mapping: A New Tool for Communicating Effectively in Public Health Emergencies and Disasters,” Journal of Emer
14、gency Management Vol. 4, No. 3, May/June: 25-40 (2006).“Effective Media Communication during Public Health Emergencies: A World Health Organization Handbook” World Health Organization, United Nations: Geneva, April 2007.,People Have Difficulty, Hearing, Understanding, and Remembering Information: Me
15、ssage Mapping References,14,Risk Communication: Key Concepts,When people are stressed and concerned, they typically: (1)want to know that you care before they care what you know (2)have difficulty hearing, understanding, and remembering information (3)trust most those willing to acknowledge the impo
16、rtance of uncertainty,15,People Trust Most Those Willing To Acknowledge the Importance of Uncertainty: CDCs H1N1 Communications,Extensive use made of risk communication “Uncertainty” principles and templates,16,“I want to acknowledge the importance of uncertainty. At the early stages of an outbreak,
17、 theres much uncertainty, and probably more than everyone would like. Our guidelines and advice are likely to be interim and fluid, subject to change as we learn more.”Dr. Richard Besser, CDC Acting Director H1N1 Press Conference, April 23, 2009,People Trust Most Those Willing To Acknowledge the Imp
18、ortance of Uncertainty: CDCs H1N1 Communications,17,The opening of the vaccination campaign for H1N1 is “going to be a little bumpy.”Dr. Thomas Frieden, CDC Director H1N1 Press Conference, Sept. 25, 2009,People Trust Most Those Willing To Acknowledge the Importance of Uncertainty: CDCs H1N1 Communic
19、ations,18,Lesson Learned: “Messages about numbers or estimates need to be bracketed with statements about uncertainty.” Examples: 2010: H1N1 Vaccine Availability (August and October) 2010 BP Oil Spill April, 2010 5,000 barrels/dayJune, 2010 60,000 barrels/day,People Trust Most Those Willing To Ackno
20、wledge the Importance of Uncertainty,19,“Nothing is more important in pandemic risk communication than persuading the public (and the politicians) to think probabilistically. Public health officials need to insist on their uncertainty. They need to make uncertainty the message, not the preamble to t
21、he message.”,Dr. Peter Sandman,People Trust Most Those Willing To Acknowledge the Importance of Uncertainty,20,CDCs Crisis and Emergency Risk Communication (CERC) Training,Spearheaded by CDCs Dr. Barbara Reynolds CERC Course Materials (e.g., books and videos) CERC Online Training CERC On-Site Traini
22、ng CERC/RiskSmart Certification Training,People Trust Most Those Willing To Acknowledge the Importance of Uncertainty:,21,Three Communication Challenges,Cultural Diversity Message Timeliness, Coordination, and Consistency Social Media,22,Three Communication Challenges,Cultural Diversity Message Time
23、liness, Coordination, and Consistency Social Media,23,Three Communication Challenges,Cultural Diversity Message Timeliness, Coordination, and Consistency Social Media,25,Three Communication Challenges,Cultural Diversity Message Timeliness, Coordination, and Consistency Social Media,26,“If I had all day to cut a large tree, I would spend most of the daysharpening my axe.” Abraham Lincoln“It takes me an average of two weeks to prepare an impromptu speech.” Mark Twain,27,
