Risk communication Flashcards
Define risk
A probability or threat of damage, injury, loss, or any other negative occurrence that is caused by external or internal vulnerabilities, and that may be avoided through preemptive action
What are two equations for risk?
- Risk = probability X severity
2. Risk = hazard + outrage
T/F: The risks that upset people are generally completely different than the risks that kill people
TRUE
Is zero risk achievable?
no
What is risk perception?
It is a combination of thought and emotion; thinking (logic) focuses on the hazard and the probability it will occur
Implications of the hazard are known as ________
Consequences
What are the four common human reactions to risk? List them from most frequent to least frequent.
Acceptance (most)
Fear
Denial
Panic (least)
What are some characteristics of fear? (fear factors)
Automatic, it comes early, temporary, small over-reaction, it may need guidance, slow to extinguish, easily re-established, CONTAGIOUS
T/F: Denial is less common than fear, but it is more dangerous than fear
TRUE
How can denial be reduced?
When fear is legitimized
Actions are taken to address fear
We make decisions to act from a given range of options
Fill in the blanks:
Trust is: ______ acquired, ________ extinguished, and ______ to re-establish
slowly acquired
readily extinguished
difficult to re-establish
What is risk communication?
Public health activities to ensure that messages and strategies designed to prevent exposure, adverse human health effects, and diminish quality of life are effectively communicated to the public
What are some harmful human behaviors that can be noted during a crisis?
Demands for unneeded treatment - by healthy people who are just panicked
Looting/stealing
Bribery/fraud
Increase tobacco/alcohol use
MUPS: increased multiple unexplained physical symptoms - this is usually related to stress
What are the 4 tasks of risk communication?
Outrage management
Crisis communication
Pre-caution advocacy
Keeping an open dialog
Fill in the blanks (low or high)
When the hazard is _____ and outrage is ______; the communication task is - Precaution advocacy
High- hazard
Low- outrage
*alerting insufficiently upset people to serious risk
Fill in the blanks (low or high)
When hazard is _____ and outrage is ______; the communication task is - Outrage management
Low-hazard
High - outrage
Reassuring excessively upset people about small risks
Fill in the blanks (low or high)
When the hazard is ____ and the outrage is ____; the communication task is - crisis communication
High- hazard
High outrage
Helping appropriately upset people cope with serious risks
When the hazard and outrage are both intermediate; what is the communication task?
That is the “sweet spot”. Keep lines of communication open
Dialoging with interested people about a significant but not urgent risk
What are some common risk communication mistakes in vetmed?
Withholding information (with the intent to prevent panic)
Over assurance of audience (to lessen the public’s fear)
What is the risk communication life cycle?
pre crisis initial maintenance resolution evaluation
What steps should be taken in the pre crisis phase?
Be prepared
foster alliances
test messages
What steps should be taken in the initial phases of risk communication
*acknowledge the event with EMPATHY
explain and inform the public in the simplest forms
establish spokesperson credibility
Provide emergency course of action
continue communication
What steps should be taken in the maintenance phase is risk communications?
Help public more accurately understand risks
provide background info to those who need it
Gain understanding and suppose for response and recovery plans
Empower risk/benefit decision making
Correct misinformation
What are the goals of the resolution phase of risk communications?
Improve public response in future similar emergencies through education
Examine problems and mishaps and reinforce what works
Persuade the public to support policy and resource allocation to the problem
What is evaluated in the last phase of risk communication?
Communication plan and performance
Document lessons learned
Determine specific actions to improve crisis systems or in the crisis plan
