Risk Communication for Public Health

Information about Risk Communication for Public Health

Published on June 15, 2007

Author: Breezy

Source: authorstream.com

Content

Essentials of Risk Communication for Public Health Practice Linda Neuhauser, DrPHClinical Professor, UC Berkeley School of Public HealthRochelle, Ereman, MS, MPHEpidemiology Program Chief, Marin County Department of Health UC Berkeley Center for Infectious Disease PreparednessApril 5, 2005:  Essentials of Risk Communication for Public Health Practice Linda Neuhauser, DrPH Clinical Professor, UC Berkeley School of Public Health Rochelle, Ereman, MS, MPH Epidemiology Program Chief, Marin County Department of Health UC Berkeley Center for Infectious Disease Preparedness April 5, 2005 Session Objectives:  Session Objectives Review risk communication principles Discuss improve risk communication Review Marin County experience Origins of Risk Communication:  Origins of Risk Communication Developed over past 30 years Part of risk management process Based on psychological models of risk perception and communication Moving from 'expert' to 'participatory' approaches: 'power sharing' Subject of much debate Slide4:  Definition of Risk: 'The probability of loss of that which we value.' -Vincent Covello Slide5:  'A Science-based Approach for Communicating Effectively in: High-Concern, High Stress Emotionally Charged, or Controversial Situations' (Vincent Covello) Risk Communication Risk Communication “An interactive process of exchange of information and opinion among individuals, groups, and institutions; often involves multiple messages about the nature of risk or expressing concerns, opinions, or reactions to risk messages or to legal and institutional arrangements for risk management. ” (US DHHS “Communicating in a Crisis,” 2002):  Risk Communication 'An interactive process of exchange of information and opinion among individuals, groups, and institutions; often involves multiple messages about the nature of risk or expressing concerns, opinions, or reactions to risk messages or to legal and institutional arrangements for risk management. ' (US DHHS 'Communicating in a Crisis,' 2002) Slide7:  Risk communication is one of the most important and least appreciated components of public health preparedness Slide8:  Tsunami Photo #1 Slide9:  Tsunami Photo #2 Slide10:  The purpose of terrorism is to communicate extreme risk Slide11:  Your examples of risk communication situations? Types of Public Health Crises:  Types of Public Health Crises Catastrophic natural environmental disasters (e.g., hurricane, floods, earthquake) Infectious disease outbreaks (SARS, pandemic influenza, unknown) WMD (bombings, chemical, nuclear) Bioterrorism (smallpox, anthrax) 'Epidemics' of chronic disease (obesity, cancer) Increasing Disaster Risk:  Increasing Disaster Risk Increasing population density Increased settlement in high-risks areas Increased technological hazards and dependency Increased terrorism: biological, chemical, nuclear? Aging U.S. population Emerging infectious diseases (AMR) International travel (global village) (Barbara Reynolds, CDC) Psychology Before a Crisis:  Psychology Before a Crisis A disaster will not happen . . . A disaster will not happen to me . . . A disaster will not be that bad . . . If it happens and it is that bad, there is nothing I can do about it (Barbara Reynolds, CDC) Psychology in a Crisis:  Psychology in a Crisis Vicarious rehearsal Denial Stigmatization Fear and avoidance Withdrawal and feelings of hopelessness Heightened anxiety, public confusion and stress (Barbara Reynolds, CDC) Slide16:  How People Perceive Risk Slide17:  Slide18:  When people are stressed or upset, they have difficulty : hearing information understanding information remembering information (Vincent Covello) Mental Noise Theory Slide19:  When people are stressed or upset, they often distrust that others are: listening, caring, empathy honest, open competent, expert (Vincent Covello) Trust Determination Theory Slide20:  'There Is No Flu Vaccine Crisis!' (CNN - Oct 18, 2004) -- The shortage of flu vaccine in the United States is 'not a health crisis,' a spokesman for Health and Human Services Secretary Tommy Thompson said, urging people to be patient as the government works to reallocate the nation's limited number of vaccines. 'I would like to tell individuals just be calm and don't stand in line, because we have approximately 24 million doses of vaccine that have not been shipped yet.' Slide21:  Every year in the United States, on average: * 5% to 20% of the population gets the flu; * More than 200,000 people are hospitalized from flu complications; and * Approximately 36,000 people die from flu. . Bad Communication Adds to Crisis:  Bad Communication Adds to Crisis Mixed messages from multiple 'experts' Late information 'overcome by events' Over-reassuring messages No reality check on recommendations Myths, rumors, doomsayers not countered Improper modeling of behavior, lack of affect, bad humor by spokesperson/leader Public power struggles and confusion (Barbara Reynolds, CDC) Good communication can…:  Good communication can… Reduce public’s exposure to risk Mobilize coordinated responses among health andamp; safety workers Improve public’s response to crises Competency Areas:  Competency Areas Pre-event, Event and Post-event Communication Planning Psychology and use of Risk Communication Principles in a Crisis Working with the Media in a Crisis Spokesperson Trust and Credibility in an Emergency Crisis Communication Plans and the 9 Steps of Response Media and Public Health law Messages and Audiences Needs in a Crisis Bioterrorism and Emergency Risk Communication Meeting Partner and Stakeholders Needs Roles and Responsibilities in the Official Response Human Resource Management for Communicators in a Crisis 7 Steps to Improve Risk/Crisis Communication:  7 Steps to Improve Risk/Crisis Communication Planning Risk Communication:  Planning Risk Communication 1. Assess health department expertise andamp; resources 2. Identify a risk communication/media advisor 3. Define risk communication goals andamp; action steps 4. Train spokespeople and staff 5. Identify key audiences and form partnerships 6. Develop and test messages/communication 7. Continuously evaluate and improve Crisis/Risk Communication course for state/local/federal:  Crisis/Risk Communication course for state/local/federal Interactive CD-Rom 'certification' course Comprehensive emergency risk communication tool Plan, prepare and train in advance Provide tools during an emergency to guide the public information response according to the type of emergency CDC Training:  CDC Training Pre-event, Event and Post-event Communication Planning Psychology and use of Risk Communication Principles in a Crisis Working with the Media in a Crisis Spokesperson Trust and Credibility in an Emergency Crisis Communication Plans and the 9 Steps of Response Media and Public Health law Messages and Audiences Needs in a Crisis Bioterrorism and Emergency Risk Communication Meeting Partner and Stakeholders Needs Roles and Responsibilities in the Official Response Human Resource Management for Communicators in a Crisis Identify Key Audiences & Partners:  Identify Key Audiences andamp; Partners Audience characteristics: Age Race/ethnicity Languages Educational level andamp; literacy Geographic differences Disabilities Experience with past crises Slide30:  COMMUNITY PARTNERS Health and safety officials Media (Print, TV, radio, Internet, etc.) Political representatives Health care organizations (hospitals, clinics, health plans, etc.) Professional health organizations Preparedness organizations (Red Cross, etc.) Advocacy/neighborhood organizations Schools andamp; other educational institutions Slide31:  In High Concern Situations, People Want to Know That You Care Before They Care What You Know (Vincent Covello) Assessed in first 9- 30 seconds Listening/Caring/ Empathy 50% 1993 National Adult Literacy Survey:  1993 National Adult Literacy Survey Module 1 Slide33:  What are the three most important things you would like your audience to know? What are the three most important things your audience would like to know? What are the three most important things your audience is most likely to get wrong unless they are emphasized? (Vincent Covello) Message Mapping Slide34:  Key Word Message Map 1 Message Map Stakeholder: Question/Concern Key Message/Fact 1. Key Message/Fact 2. Key Message/Fact 3. Keywords: Supporting Fact 1.1 Keywords: Supporting Fact 1.3 Keywords: Supporting Fact 1.2 Keywords: Supporting Fact 2.1 Keywords: Supporting Fact 2.2 Keywords: Supporting Fact 2.3 Keywords: Supporting Fact 3.1 Keywords: Supporting Fact 3.2 Keywords: Supporting Fact 3.3 Slide35:  Sound bite research: Assumption: national news, controversial topic 7 to 9 seconds (21-27 words, 30 words max.) 3 messages 9 second knowledge/trust window (Vincent Covello) Risk Communication Risk Communication Resources:  Risk Communication Resources CDC Crisis and Emergency Risk Communication Courses: www.cdc.gov/communication Academic Centers of Public Health Preparedness: www.phppo.cdc.gov Association of State and Territorial Health Officials: www.astho.org National Association of County and City Health Officials: www.naccho.org Why Risk Communication in an Epidemiology Program?:  Why Risk Communication in an Epidemiology Program? High-concern, emotionally charged – media-prone arena Media reports undermining progress Disjointed community No Information from us? 'Stories' defined by media/others Needed to reduce fear provoking reports and start making breast cancer risk reduction recommendations Process:  Process Admit Need and Importance! Started with One 'Hot Topic' Identified Risk Communication Coordinator Risk Communication Experts Local Risk Communication Task Force – key stakeholders in breast cancer arena + Needs Assessment – key stakeholders objectives Material Development – as we learned, we applied knowledge – eg. 'What we know about BC in Marin' Practice, Practice, Practice Challenges:  Challenges Cross Training Staff Turnover Time and Resources Diligence Importance throughout Division, Department Next Steps:  Next Steps 'Beyond Breast Cancer' Communication Plan – proactive approach Component Development and Distribution Communication Plan for Health Reports What To Do When the Media Calls Pull content group together – don’t talk first Decide Three Talking Points Create Fact Sheet for Media Training

Related presentations


Other presentations created by Breezy

Plant Anatomy
03. 01. 2008
0 views

Plant Anatomy

Learning Long Division
15. 06. 2007
0 views

Learning Long Division

ADO Net
24. 10. 2007
0 views

ADO Net

Ch 2 Chemistry of Life
05. 01. 2008
0 views

Ch 2 Chemistry of Life

REORGANIZATION
27. 09. 2007
0 views

REORGANIZATION

Enhanced Fujita Scale 6 23 04
05. 10. 2007
0 views

Enhanced Fujita Scale 6 23 04

severe convection punkka
07. 10. 2007
0 views

severe convection punkka

lsad07 psp
09. 10. 2007
0 views

lsad07 psp

idioms1
10. 10. 2007
0 views

idioms1

SabadosCiencia2006
13. 10. 2007
0 views

SabadosCiencia2006

Rousset EID06
19. 10. 2007
0 views

Rousset EID06

TheodoreRoosevelt
22. 10. 2007
0 views

TheodoreRoosevelt

Timss
17. 10. 2007
0 views

Timss

Wynn ASA 2000
04. 10. 2007
0 views

Wynn ASA 2000

aas strom
29. 08. 2007
0 views

aas strom

element connections
29. 08. 2007
0 views

element connections

hwr clustering
29. 08. 2007
0 views

hwr clustering

Pov map 20060717 1
29. 11. 2007
0 views

Pov map 20060717 1

CONSTRUCTING BUD VASES ADN BOWS
11. 12. 2007
0 views

CONSTRUCTING BUD VASES ADN BOWS

nobel talk
15. 10. 2007
0 views

nobel talk

18 FOSIS
24. 10. 2007
0 views

18 FOSIS

Lec 08 FO1 06 Urbanisation
01. 11. 2007
0 views

Lec 08 FO1 06 Urbanisation

America vs The World
22. 10. 2007
0 views

America vs The World

Vasco Da Gama Slide Show
07. 11. 2007
0 views

Vasco Da Gama Slide Show

Fliess
15. 11. 2007
0 views

Fliess

01 threat
19. 11. 2007
0 views

01 threat

Konsolen
21. 11. 2007
0 views

Konsolen

the dancers
23. 11. 2007
0 views

the dancers

Probil
26. 11. 2007
0 views

Probil

UNE Benz
27. 11. 2007
0 views

UNE Benz

Galaxies
29. 08. 2007
0 views

Galaxies

DB2 XML DatabaseFINAL
23. 10. 2007
0 views

DB2 XML DatabaseFINAL

akzonobel
15. 10. 2007
0 views

akzonobel

ilana
29. 08. 2007
0 views

ilana

lauter
07. 11. 2007
0 views

lauter

GradSch GPOs
04. 10. 2007
0 views

GradSch GPOs

PHYS402 01
16. 10. 2007
0 views

PHYS402 01

cry beloved
02. 08. 2007
0 views

cry beloved

curtis
02. 08. 2007
0 views

curtis

Chaplet of Divine Mercy
02. 08. 2007
0 views

Chaplet of Divine Mercy

CS583 opinion mining
02. 08. 2007
0 views

CS583 opinion mining

A TIME FOR ANDREW Pres 2
02. 08. 2007
0 views

A TIME FOR ANDREW Pres 2

arthur powerpoint 11 20 03
02. 08. 2007
0 views

arthur powerpoint 11 20 03

cheryl toner ific
02. 08. 2007
0 views

cheryl toner ific

bats
02. 08. 2007
0 views

bats

23 stavros thurs
02. 08. 2007
0 views

23 stavros thurs

aas04 jeff
29. 08. 2007
0 views

aas04 jeff

moustakis
29. 08. 2007
0 views

moustakis

irsurveys07
29. 08. 2007
0 views

irsurveys07

venice oct03
29. 08. 2007
0 views

venice oct03

Office of Homeleand Security
29. 10. 2007
0 views

Office of Homeleand Security

agn presentation 102106
29. 08. 2007
0 views

agn presentation 102106

ReginaSchulteLadbeck 042104
29. 08. 2007
0 views

ReginaSchulteLadbeck 042104

Weingarten
03. 01. 2008
0 views

Weingarten

Presentation NASDAQ
24. 02. 2008
0 views

Presentation NASDAQ

nov retail ebony
24. 02. 2008
0 views

nov retail ebony

APAsymp04AIDMAN
02. 08. 2007
0 views

APAsymp04AIDMAN

Ray Flores Roadmap
04. 03. 2008
0 views

Ray Flores Roadmap

Beloved
02. 08. 2007
0 views

Beloved

2004 4050S1 11 Levin
02. 08. 2007
0 views

2004 4050S1 11 Levin

Konstantinidis
29. 09. 2007
0 views

Konstantinidis

Qin and Han Dynasties
25. 03. 2008
0 views

Qin and Han Dynasties

andy powell presentation
02. 08. 2007
0 views

andy powell presentation

arena rome minier
13. 11. 2007
0 views

arena rome minier

Presentation010605
10. 04. 2008
0 views

Presentation010605

03edclark lecture
13. 04. 2008
0 views

03edclark lecture

richard mushotzky
29. 08. 2007
0 views

richard mushotzky

Lawrence D Boston 2006
14. 04. 2008
0 views

Lawrence D Boston 2006

DMCH13
16. 04. 2008
0 views

DMCH13

ERates
17. 04. 2008
0 views

ERates

JHAN 14
18. 04. 2008
0 views

JHAN 14

4884061 firstfileFILE
22. 04. 2008
0 views

4884061 firstfileFILE

ppt26
23. 12. 2007
0 views

ppt26

Operations
28. 04. 2008
0 views

Operations

CH10 Outline
07. 04. 2008
0 views

CH10 Outline

CIM research
30. 04. 2008
0 views

CIM research

komossa
29. 08. 2007
0 views

komossa

ieee sp 2004
18. 06. 2007
0 views

ieee sp 2004

icws 2006 3
18. 06. 2007
0 views

icws 2006 3

ICTP intro
18. 06. 2007
0 views

ICTP intro

human mating beh 2005
18. 06. 2007
0 views

human mating beh 2005

IMDS CIESP
14. 11. 2007
0 views

IMDS CIESP

welch adv camp july05
02. 10. 2007
0 views

welch adv camp july05

Glycosylation
15. 06. 2007
0 views

Glycosylation

Making a Story Board
15. 06. 2007
0 views

Making a Story Board

Story Literary Elements
15. 06. 2007
0 views

Story Literary Elements

Life Cycle of Plants and Animals
15. 06. 2007
0 views

Life Cycle of Plants and Animals

Session1Alila
02. 11. 2007
0 views

Session1Alila

beetleborers
02. 01. 2008
0 views

beetleborers

2006 IADB
10. 10. 2007
0 views

2006 IADB

robo wk1
03. 01. 2008
0 views

robo wk1

Rosemary Panama
22. 10. 2007
0 views

Rosemary Panama

ec06nicapan
25. 10. 2007
0 views

ec06nicapan

Allies Pre Training Module
02. 08. 2007
0 views

Allies Pre Training Module

Carmona
30. 12. 2007
0 views

Carmona

TheSuccessofSingapor e2006
27. 03. 2008
0 views

TheSuccessofSingapor e2006

Advisory Board Presentation
02. 08. 2007
0 views

Advisory Board Presentation

Cameron SAS44 A Century of OA
27. 02. 2008
0 views

Cameron SAS44 A Century of OA

dubrovnik
16. 10. 2007
0 views

dubrovnik

sprfett
07. 01. 2008
0 views

sprfett

mccune albright syndrome
15. 10. 2007
0 views

mccune albright syndrome

michael soendermann 2007
18. 10. 2007
0 views

michael soendermann 2007

astro12Summer12
29. 08. 2007
0 views

astro12Summer12

familyweek1
19. 02. 2008
0 views

familyweek1