Risk Communication Strategies

1. Risk Communication Strategies Session 10 Slide Deck Session 10 Slide 10-1

2. Session Objectives 10.1 Provide an overview of how campaign strategies are designed. 10.2 Define campaign settings and explain how appropriate campaign settings are determined. 10.3 Define communication channels and explain how communicators select appropriate channels for the target audience. 10.4 List and describe the different methods through which Risk Communication takes place, and explain how communicators select appropriate methods for the target audience. 10.5 Discuss the role of the communicator in Risk Communication, and explain how appropriate risk communicators are selected. 10.6 Introduce how communicators select appropriate channels and methods. Slide 10- Session 10

3. The Campaign Strategy • Defines how communicators will communicate the risk-reduction or preparedness solutions identified. • A defined reference point: • The same assumptions • The same goals • Grows out of the audience and market research efforts. Slide 10- Session 10

4. The Campaign Strategy • Developed with the organization’s goals and resources in mind. • Dictates the nature of the project as it progresses. • Does not include the crafting of actual messages, but helps communicators to understand how to best craft them. Slide 10- Session 10

5. The Campaign Strategy • Tells communicators: • Where communication will take place • What medium is being used to transmit the message • What tools or methods are being applied • What individuals are doing the communicating • What is the timespan of the campaign • How often messages are communicated Slide 10- Session 10

6. Strategy Considerations • What resources are available? • What restrictions in time exist? • What logistical capacity exists? Slide 10- Session 10

7. Strategy Drivers • The target audience profile • The hazard risk(s) being addressed • The desired behavioral changes and benefits expected as a result of the campaign • The actions that can be performed to bring about those changes Slide 10- Session 10

8. Strategy Requirements • Ensure program elements are compatible with campaign goals and objectives. • Ensure program elements are compatible with each other. • Ensure program elements best convey the campaign messages. • Ensure the campaign is in the best interests of the target audience. Slide 10- Session 10

9. Strategy Components • Target audience definition and description • Recommended action or actions • Obstacles • Perceived benefit of taking action • Support that will make the benefit credible • Settings, channels, and methods • The program’s image Slide 10- Session 10

10. Settings • Settings are situations in which communication occurs. • Setting significantly affects perception and the interpretation of information. • How we receive information is impacted by the setting in which it is communicated. Slide 10- Session 10

11. Setting Impact • Learning is not uniform across settings. • Some settings enhance the communication process, while others hinder it. • Settings can have different impacts on message reception for different audience types. • Differences between settings might not be obvious. Slide 10- Session 10

12. Setting Factors • Time: When the messages are transmitted • Time of day • Day of the week • Time of year • Location: Place where communication occurs • Situation: What is going on when communication occurs Slide 10- Session 10

13. Ideal Settings • Disaster Events • Non-Disaster Events • Disaster Seasons • Anniversaries of Disasters • Piggybacking • Events that establish message credibility Slide 10- Session 10

14. Channel • The route or mechanism by which a communicated message is delivered to its recipient(s). • Several distinct channel categories, and sub-channels within each. Slide 10- Session 10

15. Channel Categories • Interpersonal channels • Group channels • Organizational and community channels • Mass media channels • Interactive digital media channels Slide 10- Session 10

16. Interpersonal Channels • Incorporate some form of direct (personal) interaction between the person communicating and one or more target audience members. • A direct line of communication to the audience members themselves. • Most effective when the audience member knows and trusts the communicator. • Successful, but not (relatively) efficient. Slide 10- Session 10

17. Group Channels • Create or exploit gatherings of target audience members for the purposes of communicating a message. • Trust and influence are highly beneficial. • High level of effort relative to mass media and other non-personal channels. Slide 10- Session 10

18. Organizational/Community • Rely upon official, established entities operating within the community that are able to interact with members of the target audience to facilitate the communication of an intended message. • Wide range of stakeholders • Businesses • NGOs • Local or State government • Others Slide 10- Session 10

19. Mass Media Channels • Involve the broadcast of messages to large audiences through the traditional media components. • News Media • Other Media • Magazines • Billboards • Direct mail • Typically uni-directional Slide 10- Session 10

20. Interactive Digital Media Channels • Exploit the internet and other digital communication media to allow for direct interaction between communicator and recipient. • Websites • Message boards • Social media • Inherent problems exist. Slide 10- Session 10

21. Methods • Used to transmit risk information from communicator to recipient. • Utilize actual, often tangible communication tools to perform the communication of the message itself. • Closely linked to channels, but not the same. Slide 10- Session 10

22. Examples of Methods • Brochures, fliers, fact sheets, newsletters, and inserts • Attendance at festivals, fairs, and other public events • Advertisements • Formal education (in schools) • Emergency drills/exercises • Alternative media • Others Slide 10- Session 10

23. The Communicator • Any actual transmitter of the Risk Communication message. • May be people, objects, animals, or others. • Selecting a communicator is challenging because he/she influences the message. • Communicator must be appropriate. Slide 10- Session 10

24. Communicator Attributes • Speaking ability • Reputation • Subject matter knowledge • Image of authority • Lack of vested interest • Ability to connect, sympathize, or empathize Slide 10- Session 10

25. Selecting Channels/Methods • Basis: • How will the channel/method impact the way the target audience is likely to receive the information being communicated? • What level or resources and abilities are required to utilize the channel/method in comparison to the resources and abilities possessed by the Communication Team? • Single or multiple channels or methods may be required. • More exposure is (usually) better. Slide 10- Session 10

26. Selection Questions • What access does your organization have? • How many people will be exposed? • Will target audience members pay attention? • Does the intended audience accept/trust the channel/method? • Can the target audience be influenced? • Is the channel or method appropriate? • Can specific behaviors be demonstrated? • Does interactivity exist between communicators/audience? • How long will the message last? • Can the intended audience control the pace of info. delivery? • Are there any opportunities for repetition? • Is there increased likelihood the message will be retained? • Does the program have the resources to use it? Slide 10- Session 10