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IAEA Post Graduate Educational Course in Radiation Protection and Safety of Radiation Sources Intervention for Chronic and Emergency Exposure Situations Communication with the Public Risk Communication Process IX.9.2 Lecture Program setup Identify potential ways to contact various audiences. Become familiar with how to use these channels so in the event of emergency you are prepared to use them immediately Where possible, establish these channels (an emergency site on your organization’s home page, links to social media, emergency alert systems to reach the public’s radios or cell phones Module X.9 - Communication with the Public 2 Phases of Emergency Management Preparation Response Recovery The risk communication process is necessary for all potential emergencies in all three phases Module X.9 - Communication with the Public 3 Basic steps List all potential emergencies For each emergency, identify the goals of your risk communication plan For each emergency, develop a resource of basic information about such an emergency Module X.9 - Communication with the Public 4 Time_________ Date_________ Guidance for Planning Circumstances Context Perception Factors Audiences Channels Spokesperson Actions/Messages Copyright, Ropeik & Associates Module X.9 - Communication with the Public 5 Time_________ Date_________ Risk Communication Planning Circumstances Context Perception Factors Audiences Channels Spokesperson Actions/Messages Facts, history, summarize issues. Based on facts in column 1, list risk perception factors are involved in the emergency? Who are your audiences? Which relationships are most important? Identify special populations. List the various ways to reach each audience: news conferences, press releases, websites, social media, “kitchentable” meetings, public meetings, phone calls… Determine who will be talking. Spokesperson should have authority and expertise. Based on all columns, enter here what you will say. Facts and context about issue in general . Have similar incidents occurred in the past? When? What were the consequences? Note details of current relationship with stakeholders (good, bad, controversial, cooperative…) Note political realities in local communities. List all relevant factors in order of priority. Example: if “trust” is a perception factor, determine how you will directly address it. Copyright, Ropeik & Associates Module X.9 - Communication with the Public 6 Column 1: Circumstances, context List basic facts about the emergency Enter facts about the issue in general, including its context and history Module X.9 - Communication with the Public 7 Column 2: Perception factors Based on the facts in Column one, list the psychological factors, like trust, control, or uncertainty that might be involved in the emergency List all the emotional factors that might be involved, but prioritize them based on their importance Trust is always key Module X.9 - Communication with the Public 8 Psychological Factors Affecting Risk Perception • • • • • • • • Voluntary Control Familiarity Scientific certainty Dread History Onset of effects Reversibility Fairness Availability of information Children Future Generations Trust Module X.9 - Communication with the Public 9 Column 3: Audiences Who do you want to reach? Identify special at-risk populations Some of the risk perception factors in Column 2 will apply to certain audiences more than others Module X.9 - Communication with the Public 10 Column 4: Channels List the various ways to reach each audience News conferences, press releases, radio announcements… Postings to web sites or social media sites One-on-one “kitchen table” meetings in people’s homes (in preparation stage) Public meetings (preparation, recovery stages) Module X.9 - Communication with the Public 11 Column 5: Spokesperson Designate the spokesperson(s) who will be most trusted by the audiences affected Information should always be delivered in plain language, even if the spokesperson has technical expertise Module X.9 - Communication with the Public 12 Column 6: Actions, Messages Based on details from the other columns, enter what you plan to do and what messages you will deliver Risk communication is how you act not just how you speak Refer to the other columns to effectively fill in this one Module X.9 - Communication with the Public 13 Risk Communication Planning Process Chart Use the chart for all three stages of risk communication Use as many pages as necessary Note the time and date on each page Fill in new pages as circumstances change These charts become a playbook for each plan, a record of the process to refer to as events unfold and later for determining lessons learned Module X.9 - Communication with the Public 14 Prepare Information Materials Topic specific fact sheets Answers to common questions from the public Answers to questions from the news media Resources to quickly distribute to the media (including video and audio) Module X.9 - Communication with the Public 15 Other Basic Steps to Prepare Create and strengthen relationships with key partners (news media, public health authorities…). Develop actions and messages for each potential emergency based on the chart and have a playbook ready to go Research what the public wants to know and address public concerns Test your messages. Module X.9 - Communication with the Public 16 Practice Risk communication plans should be an integral part of any exercise Exercises should be designed to test the challenges of managing public behavior during a theoretical event Senior managers and spokespeople should practice delivering key messages Module X.9 - Communication with the Public 17 Emergency Communications In the event of an emergency, emergency communication, sometimes called crisis communication, has several unique characteristics The role of communication in managing human behavior is much more important The need for constant communication is much higher The need to monitor other communication channels is much higher The risk perception factors of UNCERTAINTY and CONTROL are much more important than the others Module X.9 - Communication with the Public 18 Audience Needs “General Public” Notion is Not Accurate Each Group has Specific Interests, Priorities and Information Needs Audiences Must be Identified Prior to Emergency Directly Affected Groups Require Detailed Information on Risks and Responses Indirectly Affect Groups Need Tailored Information to Reduce Risks and Fears Module X.9 - Communication with the Public 19 Identifying Audiences 1) People Directly Affected by Contamination 2) People Associated with those Affected – families, friends, colleagues and neighbours 3) People Using Affected Infrastructure – Roads, Parks, Schools and Water Supplies Module X.9 - Communication with the Public 20 Audiences Cont. 4) People Affected by Protective Actions – Evacuation, Iodine Tablets and Sheltering 5) People Responsible for Responding to the Event 6) People Measuring & Monitoring Contamination Module X.9 - Communication with the Public 21 Audiences Cont. 7) Opinion Makers & Leaders in Affected Area 8) People Making Decisions on Radiation Protection 9) People Obstructing Decisions on Radiation Protection Module X.9 - Communication with the Public 22 Audiences Cont. 10) People Who Need to be Informed by Law, Convention or Agreement 11) People Suffering Economic Shortages Due to the Event Module X.9 - Communication with the Public 23 More Audiences! 12) Nuclear Actors Not Involved in Emergency Response 13) Potential Visitors to Affected Site – Reporters, Officials, Environmental Activists and Regulators Module X.9 - Communication with the Public 24 Key Communication Tips Audiences Should be Engaged in Preparedness Phase Identify Drivers of Trust, Agreement and Controversy Module X.9 - Communication with the Public 25 Tips Cont. Involve Stakeholder Groups in Policy Dialogues and Decisions Involvement Builds Trust, Understanding and Cooperation Module X.9 - Communication with the Public 26 Audiences, Channels and Messages Audiences Messages Information Products and Activities Effective Communications Strategy Forges an Efficient Combination of these Key Components Module X.9 - Communication with the Public 27 Key Channels of Communication Different channels are available to transmit information from an organization to the public These channels can be controlled by a specific interest or can be completely uncontrolled Communications channels include telephones- both voice and text; electronic media-television and radio; print media; internet-email, websites and social networking technologies. Not all channels will necessarily be available or practical to use in an emergency Module X.9 - Communication with the Public 28 Key Channels of Communication Organization-controlled channels including: printed products, public information services, internet websites, telephone hotlines and video Mass media-controlled channels including: broadcast and print media and online media Other uncontrolled channels including: public meetings, chatrooms, blogs, Twitter, SMS Module X.9 - Communication with the Public 29 Classification Cont. Mass media controlled: Electronic: TV, radio, media web sites Printed: newspapers, magazines Direct contact: interviews; briefing centers; press conference Module X.9 - Communication with the Public 30 Classification Cont. Informal channels: Electronic: internet and mobile phones Print: leaflets and letters Direct contact: meeting and visits Module X.9 - Communication with the Public 31 Summary Set explicit goals and a clear sense of mission and purpose Prepare in advance: create an infrastructure, job assignments and procedures Prepare materials, equipment, contact information, messages, for potential emergencies Message preparation is a process that requires careful thinking about other elements first Practice risk communication in exercises Communication in the early phase of an event has special aspects Module X.9 - Communication with the Public 32