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Communication Skills for High Stress/High Risk Situations Master Class Dr. Vincent T. Covello Director, Center for Risk Communication New York City Tel. 1-917-270-5280 Email: [email protected] 1 Communication Skills for High Stress/High Risk Communication: Master Class Presentation Outline • • • • \ 2 Introduction/Overview Tools and Skills Resources Strategies HERC v 3.1 1- High Concern/Risk Communication Literature • 8000 Articles in Peer Reviewed Scientific Journals • 2000 Books • Reviews of the Literature by Major Scientific Organizations – US, National Academy of Sciences: “Improving Risk Communication” (1989) – UK, Royal Society: “Risk: Analysis, Perception and Management (1992) 3 Copyright, Institute for High Concern Communication Research Literature Examples • Gladwell, M., “Blink” • Kahneman, D., “Thinking Fast and Slow” • Covello, V. and Hyer, R, “Effective Media Communication During Public Health Emergencies ============ • Lehrerer, J., “How We Think” • Fisher, R., “Getting to Yes” (Ury, W., “Getting Past No”) • Ekman, P., “Emotions Revealed” (Also, “Telling Lies: Clues to Deception”) • Tufte, E., “Visual Explanations” 4 Copyright, Institute for High Concern Communication High Stress/High Risk Communication Literature: Dr. Randall A. Hyer and Dr. Vincent T. Covello “Effective Media Communication During Public Health Emergencies: A World Health Organization Handbook” World Health Organization, United Nations: Geneva, April 2007 •(www.amazon.com or www.who.int/bookorders) 5 Copyright, Institute for High Concern Communication “Top Questions about Ebola: Simple Answers” Dr. Vincent T Covello and Dr. Randall A. Hyer, 2014 http://www.astho.org/Infectious-Disease/ HERC v 3.1 6 1- FRONTAL LOBE PARIETEL LOBE OCCIPITAL LOBE TEMPORAL LOBE CEREBELLUM 7 P Parts of the Brain Involved in Fear Response Amygdala Hypothalamus Copyright, Institute for High Concern 8 Communication Topic Outline • • • • 9 Introduction/Overview Tools and Skills Resources Strategies HERC v 3.1 1- Communication Skills for High Stress/High Risk High Communication: Definition • • A science-based approach for communicating effectively in: • high stress situations • high risk situations • low trust situations • high stakes situations • controversial situations 10 HERC v 3.1 1- High Stress/High Risk Communication Goals ht, Institute11for High Concern Communication Inform and Educate Persuade and Convince Build or Repair Trust High Impact Communication Skills: Application Areas High Stress/High Risk Situations • Health, Safety, and Environmental Issues • Cost Overruns/Project Delays/Operational Disruptions • Controversial Approvals/Permissions/NIMBY • / • Employee Issues (e.g., complaints, bias, prejudice, discrimination) Crises, Emergencies, and Disasters • Disease Outbreaks, Accidents, Emergencies • • Natural Hazards Other Crises (e.g., Shootings, Scandals, Sexual Abuse, Lawsuits, Protests) Organizational Change • Mergers/Downsizing/Rapid Growth/Relocation/Reorganization • Layoffs/Funding Cuts/Reforms • 12 Changes in Policies, Mission, Systems, or Strategic Objectives Three Key Messages High concern communication is a science-based discipline 13 High concern situations change the rules of communication The key to high concern communication success is anticipation, preparation, and practice Copyright, Institute for High Concern Communication FRONTAL LOBE PARIETEL LOBE OCCIPITAL LOBE TEMPORAL LOBE CEREBELLUM 14 Message Preparation: Handout “Basic Risk Communication/Message Mapping Templates” 15 Copyright, Dr. V Covello, Center for Change/Risk Communication Best Practices Risk Communication/High Concern Communication Templates (see handout) – Rule of 3 Template – Primacy/Recency Template – 27/9/3 Template – CCO Template -- 1N=3P Template -- AGL-4 Template -- TBC Template 16 FRONTAL LOBE PARIETEL LOBE OCCIPITAL LOBE TEMPORAL LOBE CEREBELLUM 17 HCC Literature: Example • “The Magic Number Seven, Plus or Minus Two: Some Limits on Our Capacity for Processing Information” • George A. Miller (Department of Psychology, Princeton University) – The Psychological Review, 1956, vol. 63, pp. 81-97 18 Copyright, Institute for High Concern Communication Limits of the Brain Low Stress • Rule of 7 High Stress • Rule of 3 • 27/9/3 19 Copyright, Institute for High Concern Communication Visuals 20 P Parts of the Brain Involved in Fear Response Amygdala Hypothalamus Copyright, Institute for High Concern 21 Communication 22 Copyright, Dr. V Covello, Center for Change/Risk Communication Open House/Forum/Information Exchange 23 Open House Meetings 24 THEORIES, TOOLS AND TEMPLATES 25 Best Practices Risk Communication Templates (see handout) • Rule of 3 Template • Primacy/Recency • 27/9/3 Template • CCO Template • 1N=3P Template • IDK Template • AGL-4 Template 26 Copyright, Institute for High Concern Communication HIGH CONCERN COMMUNICATION THEORIES Trust Determination Theory Negative Dominance Theory Mental Noise Theory Risk Perception Theory 27 High Concern/Risk Comm. Theories* • Trust Determination – When people are stressed, they want to know that you care before they care what you know • Mental Noise – When people are stressed, they have difficulty processing information – hearing, understand, remembering • Negative Dominance – When people are stressed, they focus more on the negative than on the positive • Risk Perception 28 – When people are stressed, the gap between perception and reality widens Copyright, Institute for High Concern Communication * Holding constant other variables TRUST DETERMINATION THEORY Trust Determination Theory 29 Trust Determination Theory 30 When people are stressed or upset, they typically: •want to know that you care before they care what you know Copyright, Institute for High Concern Communication People Want To Know That You Care Before They Care What You Know Listening/ Caring/ Empathy/Compassion 50% Competence/ All Expertise Other Factors 15–20% 15–20% Honesty/ Openness 15–20% 31 Assessed in first 9–30 seconds Trust Determination Theory When people are stressed or upset, they often distrust that others are: • listening, caring, empathy • honest, open, hard working • competent, expert 32 Copyright, Institute for High Concern Communication Case Study: Walter Reed Hospital (2007) • MedCom Commander, Walter Reed Hospital General K. Kiley 33 • Q: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed Hospital” A: “I’m trying not to say I’m not accountable.” • • Q: “How could you not have known? A: “I don’t do barracks inspections at Walter Reed Hospital.” • • Q: “Why did you do so little?” A: “Walter Reed Hospital is not my only command.” • Source: March 6, 2007, Washington Post Copyright, Institute for High Concern Communication Best Practices Risk Communication Templates (see handout) • Rule of 3 Template • Primacy/Recency • 27/9/3 Template • 1N=3P Template • IDK Template 34 Copyright, Institute for High Concern Communication Case Study: BP Oil Spill (2010) 35 Copyright, Institute for High Concern Communication Case Study: BP Oil Spill (2010) BP CEO Tony Hayward 36 Copyright, Institute for High Concern Communication BP Oil Spill (2010): BP CEO Tony Hayward “I’m sorry. We’re sorry for the massive disruption it has caused their lives. And there is no one who wants this over more than I do. I’d like my life back.” (May 30, 2010) 37 Mayor Giuliani, 9/11 “The number of casualties is more than any of us can bear ultimately.” 38 Mayor Giuliani, 9/11 • “The number of casualties is more than any of us can bear ultimately. • And I believe we will become stronger. • Stronger economically, politically, and most importantly, emotionally.” 39 Mayor Giuliani, 9/11 “The number of casualties is more than any of us can bear ultimately.” 40 Trust Determination Theory Assessed in first 30 seconds Listening / Caring / Empathy 50% Competency/ Expertise Dedication/ Consistency / Commitment 15-20% 15-20% Honesty/ Openness/ Transparency 15-20% 41 Copyright, Dr. V Covello, Center for High Concern Communication Credibility Ladders MOST CREDIBLE High Credibility Medium Credibility Low Credibility 42 LEAST CREDIBLE Copyright, Institute for High Concern Communication Credibility Ladder: Drug Safety/Drug Recalls (US, 2013) • Pharmacist MOST CREDIBLE • Professor (medical research) • Physician/Nurse/PhD • Health Official • Friend/Family member (with personal experience) • Middle manager (drug manufacturer) • Hired expert/consultant LEAST CREDIBLE • Company executive (pharmaceutical) 43 Copyright, Institute for High Concern Communication Credibility Transference A lower credible source takes on the credibility of the highest credible source that agrees with its position on an issue. 44 Copyright, Institute for High Concern Communication Credibility Reversal • When a lower source attacks the credibility of a higher source, the lower source loses further credibility. • The only information source that can effectively attack the credibility of another source is one of equal or higher credibility. 45 Copyright, Institute for High Concern Communication Credibility Reversal . 46 Copyright, Institute for High Concern Communication Case Study: Gulf War (1990-1991) 47 Copyright, Institute for High Concern Communication Templates: Trust Determination CCO Template (C)ompassion (C)onviction (O)ptimism 48 Copyright, Institute for High Concern Communication MENTAL NOISE THEORY Mental Noise Theory 49 Mental Noise Theory 50 When people are stressed or upset, they typically: •have difficulty, hearing, understanding, and remembering information Copyright, Institute for High Concern Communication Mental Noise Theory 20% 0 100 Stress and mental noise can reduce the ability to process information by up to 80% 51 Copyright, Institute for High Concern Communication Templates: Mental Noise • Rule of 3 Template • Primacy/Recency Template • 27/9/3 Template • AGL-4 52 Copyright, Institute for High Concern Communication Template: 27/9/3 • 27 words • 9 seconds • 3 messages * Note: Words processed as phrases count as only one word 53 Copyright, Institute for High Concern Communication Template: Primacy/Recency “When people are stressed and upset, they typically focus most on that which is said first (primacy) and last (recency).” Low Stress Situations: •Brain processes information based on linear order (e.g., 1, 2, 3) High Stress Situations: • Brain processes information based on primacy/recency (e.g., 1, 3, 2) 54 Copyright, Institute for High Concern Communication Template: Average Grade Level (AGL) Minus 4 “When people are stressed and upset, they typically process information at four grade levels below their average grade level.” Low Stress Situations: •Brain processes information at AGL (average grade level) High Stress Situations: •Brain processes information at AGL-4 (average grade level minus 4 grade levels) 55 Copyright, Institute for High Concern Communication Non-Verbal Communication • Provide up to 75 percent of message • Override verbal content • Are intensely and quickly noticed • Are interpreted negatively • Are specific to a culture 56 Copyright, Institute for High Concern Communication Resource Materials: Non-Verbal Communication • P. Ekman, “Telling Lies: Clues to Deception” • P. Ekman, “Emotions Revealed” • D. Morris, “Body Talk: A Dictionary of Human Gestures” 57 Copyright, Institute for High Concern Communication West Nile Message Map Question: What can people do to protect themselves from … Remove Standing Water Puddles Long Sleeves Use Insect Repellent DEET Text Text Text Text Text Text Text Text Text Flower Pots/Bird Baths Long Pants 23% Text Text Text Text Text Text Text Text Text Cup of Water 58 Wear Protective Clothing Dusk and Dawn Medical Research Text Text Text Text Text Text Text Text Text Haiti, 2001 Copyright, Institute for High Concern Communication West Nile Virus Map: Question: What can people do to protect themselves from …? Key Message Key Message “Remove Standing Water” “Wear Protective Clothing” 1.1 1.2 1.3 Puddles Flower Pots/Bird Baths Cup of Water 2.1 Long Sleeves 2.2 Long Pants 2.3 Dusk and Dawn 59 Copyright Dr. V. Covello, Center for Change/Risk Communication Key Message “Use Insect Repellent” 3.1 DEET 3.2 23% 3.3 Medical Research 59 HERC v 3.1Copyright, Dr. V Covello, Center for Change/Risk Communication Tool: Message Mapping Strategy – 7 Steps 1. 2. 3. 4. 5. 6. 7. Identify a high concern/risk related issue or scenario Identify key stakeholders (audiences) Identify stakeholder questions and concerns Develop key messages Develop supporting information Conduct testing Plan for delivery “Most of the concerns and questions of upset or concerned people can be predicted in advance.” 60 Copyright, Institute for High Concern Communication The APP Template: Basic High Concern/Risk Communication Strategy • Anticipate – Scenarios/Stakeholders/Concerns • Prepare – Messages/Messengers/Means • Practice – Drills/Exercises, Simulations/Rehearsals 61 Copyright, Dr. V Covello, Center for Change/Risk Communication Message Map Key Message 1 (9 words on average) Supporting Message Key Message 2 (9 words on average) Supporting Message Key Message 3 (9 words on average) Supporting Message Text Text Text Text Text Text Text Text Text Supporting Message Supporting Message Supporting Message Text Text Text Text Text Text Text Text Text Supporting Message 62 Stakeholder: Question or Concern Supporting Message Supporting Message Text Text Text Text Text Text Text Text Text Copyright, Institute for High Concern Communication Template: 27/9/3 • 27 words • 9 seconds • 3 messages * Note: Words processed as phrases count as only one word 63 Copyright, Institute for High Concern Communication NEGATIVE DOMINANCE THEORY Negative Dominance Theory 64 Negative Dominance Theory 65 When people are stressed or upset, they typically: • focus much more on negative information than on positive information === 1n=3p Copyright, Institute for High Concern Communication Templates: Negative Dominance • 1N=3P Template • IDK Template 66 Copyright, Institute for High Concern Communication Loss Aversion Theory “Thinking Fast and Slow“ 67 Negative Dominance (Loss Aversion) Theory Negative Information Positive Information 1 Positive Information 3 Positive Information 2 68 Copyright, Institute for High Concern Communication 1 N = 3P Template 69 Case Study: Walter Reed Hospital (2007) • MedCom Commander, Walter Reed Hospital General K. Kiley 70 • Q: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed Hospital” A: “I’m trying not to say I’m not accountable.” • • Q: “How could you not have known? A: “I don’t do barracks inspections at Walter Reed Hospital.” • • Q: “Why did you do so little?” A: “Walter Reed Hospital is not my only command.” • Source: March 6, 2007, Washington Post Copyright, Institute for High Concern Communication General K. Kiley, MedCom Commander, Walter Reed, Congressional Testimony Q.: “Do you hold yourself accountable for the squalid conditions provided for wounded soldiers at Walter Reed” A.: “I’m trying not to say I’m not accountable.” Q.: “How could you not have known? A.: “I don’t do barracks inspections at Walter Reed.” Q. “Why did you do so little?” A. “Walter Reed is not my only command.” Source: March 6, 2007, Washington Post 71 Template: 1 Negative = 3 Positives (1N = 3P) • Balance negatives with three positives • Avoid absolutes (“never say never”) • Negative bias (non-verbal communication) • Avoid repetitions high visual negatives 72 Copyright, Institute for High Concern Communication Template: I Don’t Know (IDK) • Repeat the question (optional) • Say you don’t know/can’t answer/wish you could answer • Give the reason(s) why you don’t know or can’t answer the question • Indicate follow up • Bridge to what you can say about the issue 73 Copyright, Dr. V Covello, Center for Change/Risk Communication RISK PERCEPTION THEORY Risk Perception Theory 74 Risk Perception Theory 75 When people are stressed or upset, they typically: • the gap between perception and reality becomes wider • look for information about trust, benefits, and control Copyright, Institute for High Concern Communication Risk Perception Theory: Fear/Outrage Factors (short list) Lower Concern/Fear Higher Concern/Fear •Trustworthy sources •Large benefits •Under one’s control •Voluntary •Fair •Natural origin •Children not victims •Untrustworthy sources •Few or unclear benefits •Controlled by others •Involuntary •Unfair •Human origin •Children as victims 76 Copyright, Institute for High Concern Communication Templates: Risk Perception Theory • TBC Template 77 Copyright, Institute for High Concern Communication Template: Trust, Benefits, Control (TBC) Key Message 1: Trust Message Key Message 2: Benefits/Fairness Message Key Message 3: Control Message 78 Copyright, Institute for High Concern Communication Risk Perception (Fear) Factors Lower Concern/Fear Higher Concern/Fear 1. Trustworthy sources 2. Large benefits 3. Under one’s control 1. Untrustworthy sources 2. Few or unclear benefits 3. Controlled by others 79 Copyright, Institute for High Concern Communication Risk Perception (Fear) Factors • Trust – Listening/Caring – Competence/Expertise – Honesty/Transparency • Benefits/Fairness – Societal – Community – Personal • Control/Voluntariness – – – – 80 Choice Voice Knowledge Actions/Things for people to do Copyright, Institute for High Concern Communication SPECIAL TOPICS 81 Addressing Cultural Diversity Culture: Groups who share a common: – Identity – Set of beliefs, values, and behaviors – Definition of boundaries (e.g., what is right and wrong, proper or improper) – Definition of how life is to be conducted. 82 HERC v3.1 4A-82 “Iceberg” Model SEE THIS BEHAVIORS VALUES CORE BELIEFS 83 HERC v3.1 SEE LITTLE OF THIS 4A-83 Cultural Diversity Latino/Hispanic Risk Communication Model •High Religiosity •High Family Values •Strong Gender Roles •Low Level of Trust in Government 84 Copyright, Institute for High Concern Communication Special Topics • Cultural Diversity 85 Copyright, Institute for High Concern Communication Cultural Diversity Latino/Hispanic Risk Communication Model •High Religiosity •High Family Values •Strong Gender Roles •Low Level of Trust in Government 86 Copyright, Institute for High Concern Communication Afghanistan: Values • • • • • 87 Hospitality Saving Face Honor Religion Respect for Elders Afghanistan: Gestures • Avoid Using Left Hand • Do not pass things or touch food with left hand • Personal space (closer than In West) • Do not show the bottom of your feet ===== • Business cards (not widely practiced) -- Take with right hand, treat with respect -- Place in table in front of you 88 Special Topics • Non-verbal Communication 89 Copyright, Institute for High Concern Communication Non-Verbal Communication • Provide up to 75 percent of message • Override verbal content • Are intensely and quickly noticed • Are interpreted negatively • Are specific to a culture 90 Copyright, Institute for High Concern Communication Resource Materials: Non-Verbal Communication • P. Ekman, “Telling Lies: Clues to Deception” • P. Ekman, “Emotions Revealed” • D. Morris, “Body Talk: A Dictionary of Human Gestures” 91 Copyright, Institute for High Concern Communication CONCLUSION/ SUMMARY 92 Takeaways • Three Takeaway Messages • Three Takeaway Tools • Three Takeaway Inspirational Quotes 93 Copyright, Institute for High Concern Communication Three Takeaway Messages High concern communication is a science-based discipline 94 High concern situations change the rules of communication The key to high concern communication success is anticipation, preparation, and practice Copyright, Institute for High Concern Communication Three Neuroscience-Based High Stress/High Risk Communication Tools • 27/9/3 Template (Rules of 3) • CCO Template • 1N=3P Template ht, Institute95for High Concern Communication