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Risk Communication Course
Module 1: Basics of Risk
Communications
Prezi
Title/Heading
• Content
• Prezi Design
Ideas/Format
Learning Objectives
• Describe differences in daily
communication and
communication during
disasters
• Discuss relevant theories on
risk communication
• List sources of reliable
information for use during a
disaster or public health
emergency
• Describe the process of
verifying credibility of
information for public
dissemination
• Framed
• Zoomed in on objectives as a
group.
• Zoom out to larger group with
arrows going from this frame to
the next four circle frames
which will discuss each of
these areas in detail.
• Come back to this overview
before transitioning to a new
sub-part so the learner can
appreciate how they are
covering all of the objectives
one by one.
Differences in daily communication and
communication during disasters
• Title Text only
• Related to restating
Objective 1 and
introducing sub-topics
• Overall one Framed
(circle)
• Content rotated/tilted
to one side within
circle frame
• 3 sub-frames within
circle (perhaps
brackets)
– One for each sub-topic
What Makes Communication in Disasters
Different from Daily Communications?
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Normal internal
communications can be
informal
Time can be taken to fact
check and verify the reliability
of information
Decisions or opinions can
wait to be discussed with
other agency personnel or
supervisors
Stakeholders or consumers
of information are usually
limited to known persons
• First sub-topic of three
• New frame (perhaps a bracket
if circle was previously used)
• Zoom in on title of this slide
(above) as first step and then
introduce each bullet one at a
time
What are the Similarities in Daily
and Crisis Communication
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Communications may
be made with
incomplete information.
Agency statements may
require opinions based
on facts
Decisions may need to
be made based on
trusting the work or
opinion of others
Some communications
will require urgency in
their release to the
public
• Second sub-topic of three
• New frame (perhaps a
bracket if circle was
previously used)
• Content rotated/tilted to
one side within circle
frame
Specific Issues in Disaster Communication
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Official communication is external
and may require statements based
on incomplete or unreliable
information.
The medium of communication
needs to be considered when
delivering messages
Health literacy considerations need
to be made since communication is
directed at the general population
Communication through the media
requires that the reporter understand
your message if it is to be
reproduced in a printed format
(newspaper, online news site, etc.)
Reporters will ask questions that you
may not know answers to at that
particular time
Communicating risk to the public
requires specific additional training
and experience to do effectively
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Third sub-topic of three
New frame (perhaps a bracket if circle
was previously used)
Content rotated/tilted to one side
within circle frame
Zoom back out to sub-topic
overview and then back to main
slide with all three sub-topics and
then zoom in on next sub-topic
frame
Theories in Disaster
Communication
• Risk perception
theory
• Mental noise model
• Trust determination
theory
• Theory of negative
dominance
• Overall one Framed
(circle)
• Content rotated/tilted
to one side within
circle frame
• 4 sub-frames within
circle (perhaps
brackets)
– One for each Theory
Reference: Degutis LC and Babcock-Dunning L. Risk Communication and Media Relations.
In: Reilly MJ and Markenson D eds. Health Care Emergency Management: Principles and Practice. Jones & Bartlett; 2011.
Risk Perception Theory
• There are 16 factors
important to understand
the public’s perception of
risk
• Sub-frame 1
• Content rotated/tilted to
one side within circle
frame
– They are called the
“outrage factors.”
• These factors conflict with
epidemiologists’ view of
risk
– Probability of morbidity and
mortality
Reference: Degutis LC and Babcock-Dunning L. Risk Communication and Media Relations.
In: Reilly MJ and Markenson D eds. Health Care Emergency Management: Principles and Practice. Jones & Bartlett; 2011.
Risk Perception Theory (continued)
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The “outrage factors” include:
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Involuntary
Uncontrollable
Unfamiliar
Inequitable
Unbeneficial
Difficult to Understand
Uncertainty
Dreaded
Originate from untrustworthy
sources
Cause irreversible and hidden
damage
Personal
Ethical and Moral nature
Human Origin
Cause identifiable victims
Affect small children and pregnant
women
Catastrophic potential
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Sub-frame 1 (part 2)
Content rotated/tilted to one side
within circle frame
Reference: Degutis LC and Babcock-Dunning L. Risk Communication and Media Relations.
In: Reilly MJ and Markenson D eds. Health Care Emergency Management: Principles and Practice. Jones & Bartlett; 2011.
Mental Noise Model
• This model describes
how people process
information during a crisis
• When people’s values are
threatened, their
emotions and thought
processes are affected
• Sub-frame 2
• Content rotated/tilted to
one side within circle
frame
– Called “mental noise”
• When people are
alarmed, their ability to
process and use
information is severely
impaired
Reference: Degutis LC and Babcock-Dunning L. Risk Communication and Media Relations.
In: Reilly MJ and Markenson D eds. Health Care Emergency Management: Principles and Practice. Jones & Bartlett; 2011.
Trust Determination Theory
• To communicate effectively
during times of calm, but
especially during crises,
messengers must establish
themselves as trusted sources
of information and avoid any
action that could undermine
the public’s trust
• Sub-frame 3
• Content rotated/tilted to one
side within circle frame
– Not done well during
Hurricane Katrina
• Four factors have been shown
to influence the public’s trust
for public agencies:
– Perceptions of caring and
empathy; openness and
honesty; competence and
expertise; and dedication and
commitment.
Reference: Degutis LC and Babcock-Dunning L. Risk Communication and Media Relations.
In: Reilly MJ and Markenson D eds. Health Care Emergency Management: Principles and Practice. Jones & Bartlett; 2011.
Theory of Negative Dominance
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When risk communicators need to
release a negative message
– e.g., when the response to a
reporter’s question must be that
the organization is unable to
answer a question
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Sub-frame 4
Content rotated/tilted to one side
within circle frame
At least three positives are
needed to counteract this
negativity.
– For example, if the health
department official does not yet
know that nature of the outbreak,
he/she may say:
1. Case and contact tracing is
ongoing;
2. Lab results are expected within a
specific time frame;
3. He or she has confidence in the
investigation and that it will reveal
the source and nature of the
outbreak.
Reference: Degutis LC and Babcock-Dunning L. Risk Communication and Media Relations.
In: Reilly MJ and Markenson D eds. Health Care Emergency Management: Principles and Practice. Jones & Bartlett; 2011.
Zoom back out to sub-topic
overview and then back to main
slide with all three sub-topics and
then zoom in on next sub-topic
frame
Identifying the Credible and
Reliable Information Sources
• Where do we get
public health
information from
within the health
department
• Laboratory testing
• Epidemiology
• Environmental Health
• Clinicians (limited)
• Framed (circle)
• Content rotated/tilted
to one side within
circle frame
Identifying the Credible and
Reliable Information Sources
• Where do we get public health
information from outside the
health department
• Other public health agencies
– CDC
• Hospitals and Clinicians
• Public safety agencies
– Police
– EMS
– Emergency Management
• News reports, wire service
bulletins
• Journals
• Health Alert Network (HAN)
• Framed (circle)
• Content rotated/tilted to
one side within circle
frame
Determine Credible Information:
Vetting Sources
1.
Consider the source
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Image with Wikipedia over a red x or (no
smoking-style) cross out
Same for Fox News or “The Onion” (have
fun with those graphics)
Fact check and get back-up
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2.
3.
Are others reporting similar findings
Do cases of disease follow exposure and
meet case definitions
Use only pre-identified sources of
information
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State Health/CDC
HAN
Peer-reviewed/Refereed Journals
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4.
Zoomed out from previous question into new
frame
Primary (Directly collected data and
reported findings)
Secondary (Reported on data collection by
another party)
Tertiary (Distribution of report by secondary
source to others with editorialization- Wire
reports, Pundits, Wikipedia, etc.)
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Identified through NLM, PudMed/Medline
search engines
Laboratory-confirmed testing
Avoid unreliable sources and media
conjecture.
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Zoom back out to sub-topic
overview and then back to main
slide with all three sub-topics and
then zoom in on next sub-topic
frame
Back out to Main Slide
Narrative needed once Prezi shell
is completed