Introduction to Risk Communication and Applications in Veterinary Medicine

Question 1

What is risk?

Answer 1

A probability or threat of damage, injury, liability, loss, or any other negative occurrence that is caused by external or internal vulnerabilities, and that may be avoided through preemptive action.

Question 2

What are the 2 risk equations discussed in class?

Answer 2

Risk = probability X severity and Risk = hazard + outrage

Question 3

What is the most important fact about risk communication (according to Dr. Sandman)?

Answer 3

the incredibly low correlation between a risk’s hazard and it’s “outrage”

Question 4

Risk perception involves what 2 things?

Answer 4

thinking and feeling.

Question 5

What reaction is most frequently seen to risk? Which is least frequently seen?

Answer 5

most frequently: acceptance. Least frequently: panic

Question 6

Which is more dangerous, denial or fear?

Answer 6

denial, although it is less common than fear.

Question 7

How do you reduce denial?

Answer 7

when the fear is legitimized, when you take actions to address the dear, and when we make decisions to act from a given range of options.

Question 8

What is risk communication?

Answer 8

It ensures that messages and strategies designed to prevent exposure, adverse human health effects, and diminished quality of life are effectively communicated to the public.

Question 9

What are some examples of harmful human behavior during a crisis?

Answer 9

demands for unneeded treatment, disorganized group behavior, bribery/fraud, increased tobacco and alcohol use, and increased multiple unexplained physical symptoms.

Question 10

What communication task do you have when the hazard is high but the outrage is low?

Answer 10

precaution advocacy. People are not sufficiently upset.

Question 11

What communication task do you have when hazard is low and outrage is high?

Answer 11

outrage management. Calm down people.

Question 12

When the hazard is high and the outrage is also high, what communication task do you have at hand?

Answer 12

crisis communication. Helping people cope.

Question 13

When hazard and outrage are both intermediate you have___.

Answer 13

The sweet spot. Good dialogue occurs here.

Question 14

What are 2 common risk communication mistakes in vet med?

Answer 14

withholding information and over-assurance of the audience.

Question 15

What is the risk communication life cycle?

Answer 15

1. Pre-crisis
2. initial
3. maintenance
4. resolution
5. evolution

Question 16

What do you want to do in the pre-crisis stage?

Answer 16

be prepared, foster alliances, and test messages.

Question 17

In the initial stage of risk communication you want to do what?

Answer 17

acknowledge the event with empathy, explain and inform in simple terms, establish credibility, provide emergency courses of action, and commit to stakeholders and public to continued education.

Question 18

During the maintenance stage of risk communication, what do you want to do?

Answer 18

help public more accurately understand its own risks, provide background and encompassing info to those who need it, gain understanding and support for response and recovery plans, listen to stakeholders and audience feedback, and correct misinformation. Empower risk/benefit decision-making and explain emergency recommendations.

Question 19

During the resolution stage of risk communications, what should you do?

Answer 19

improve appropriate pubic response in future similar emergencies through education, examine problems and mishaps and reinforce what worked, persuade public to support policy and resource allocation, promote the activities and capabilities of the agency.

Question 20

During the evaluation phase of risk communication, what should you do?

Answer 20

evaluate communication plan and performance, document lessons learned, and determine specific actions to improve crisis systems or in the crisis plan.