Weeks 6 & 7

Question 1

What were the fundamental errors of risk comms in the Mad Cow case?

Answer 1

Inconsistent messages
Lack of transparency
late/inadequate response
Limited Transparency in risk management decisions

Question 2

Mad Cow the 3 phases of the case study

Answer 2

Phase 1 - Comparative Risk (1975-1984) Tell them
Phase 2 - Legitimate Concern (1985-1994) Show Them
Phase 3 - Social Contect (1995- Present) Engage them

Question 3

What were the Risk Communications failures in the case study?

Answer 3

Lack of Transparency
Ineffective Messaging
Inadequate engagement
Lack of Responsibility

Question 4

What were the key risk communication lessons learned?

Answer 4

Risk vacuums amplify perception of risk (silence is
deadly!)
* Regulators and industry are responsible
* Act early and often
* It’s always more than science
* Banish ‘no risk’ messages
* Address the “contest of opinions

Question 5

What are some forms of evalutation

Answer 5

status review

ongoing testing

summary review

measuring successes

evaluation tools

Quantitative and Qualatative research methods

Evaluating team performance