1 / 47

RISK COMMUNICATION

RISK COMMUNICATION. Kathleen Baker, Vivian Giang , Lianne Lefsrud University of Alberta. OUTLINE. Introduction. Risk Communication Theory 2. Risk Communication Theory 1. SWOT Analysis. Group Activity. Group Activity. Break. Review. THE SITUATION. INTRODUCTION: WHAT QUESTIONS

crescent
Download Presentation

RISK COMMUNICATION

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. RISKCOMMUNICATION Kathleen Baker, Vivian Giang, LianneLefsrud University of Alberta

  2. OUTLINE Introduction • Risk Communication Theory 2 Risk Communication Theory 1 • SWOT Analysis • Group Activity • Group Activity Break • Review

  3. THE SITUATION

  4. INTRODUCTION: WHAT QUESTIONS • WOULD YOU ASK? • What additional information do you need? • Who? • What? • When? • Where? • How? • Figure. Crude oil trains www.fractracker.org, 2015

  5. WHERE DID THE DERAILMENT OCCUR? • Busy intersection of Main and Churchill. • Small town in Canada. • Less than 500 meters from an Elementary School.

  6. WHEN DID THE DERAILMENT OCCUR? • 11pm on Thursday, June 25.

  7. HOW DID THE DERAILMENT OCCUR? Derailment occurred on a main line, the crossing was protected by crossing arms, flashing lights and a bell. There was a slight grade change from the roadway to the train tracks. Lowboy trailer that was hauling a bob cat got stuck on the tracks due to the grade change, driver was unable to move the vehicle. The driver was able to get to safety before the train collided with the Lowboy. The impact of the train with the Lowboy caused the train to derail.

  8. WHAT IS THE PRODUCT? • Bakken Crude Oil • Products of combustion: smoke, carbon monoxide and other products of incomplete combustion. Hydrogen sulfide and oxides of nitrogen and sulfur may also be formed. • Can contain Hydrogen Sulfide. • Video. From RuiHao Wang (Leo) at SERTC Pueblo Co. Training, 2017

  9. WHAT IS THE PRODUCT? • Methanol • Products of combustion: carbon dioxide and water. • Flame is invisible. • Video and Figure. Methanex Corporation, 2014 & Methanol Safety Label, My Safety Lables, 2018

  10. THE SITUATION IS UNDER CONTROL, FOR NOW You will need to communicate this situation to different groups of people. This is an example of Risk Communication. In this class, we will discuss some theories, Rules of Thumb and give you an overview of what Risk Communication is and how to communicate to diverse groups of people. By the end of this class, you will be able to apply different risk communication theories to example scenarios and further understand the processes behind risk communication.

  11. WHAT IS RISK? • Loss is anything related to life, assets, environment, economy and productivity. • “Probability of loss or injury and the degree of probability of such a loss.” Kaplan and Garrick, 1980. • Likelihood x Consequence = Risk Likelihood Consequence Risk

  12. THE DEFINITION OF RISK COMMUNICATION "Risk communications is defined as any exchange of informationconcerning the existence, nature, form, severity or acceptability of health or environmental risks. Strategic risk communications can be defined as a purposeful process of skillful interactionwith stakeholders supported by appropriate information.” Source: Health Canada (https://www.canada.ca/en/public-health/services/reports-publications/2007/strategic-risk-communications-framework-within-context-health-canada-phac-s-integrated-risk-management.html)

  13. RISK • COMMUNICATION vs. CRISIS • COMMUNICATION • Risk Communication • What COULD happen • Crisis Communication • What IS happening If risk communication is done well, crisis communication will be simplified Figure. Lac Megantic Train Derailment, Global News, 2015.

  14. PETER SANDMAN • ROGER • KASPERSON • SWOT ANALYSIS RISK COMMUNICATION THEORIES Outrage Social Amplification and Attenuation Business and Public Relations

  15. PETER SANDMAN Risk = Hazard + Outrage How the public feels can change the perceived risk level of a hazard Outrage Factors: Trust Control Voluntariness Dread Familiarity

  16. PETER SANDMAN LEARNINGS FROM PETER SANDMAN How to effectively manage outrage • Be honest • Apologize for mistakes • Acknowledge stakeholder concerns • Figure. A Visual Representation of Peter Sandman’s Outrage and Risk Communication Theory, 2014

  17. PETER SANDMAN OUTRAGE MANAGEMENT Decrease outrage to decrease fear • Pipelines • Nuclear Power • The Hollywood Factor Should only be done if the outrage is misplaced • Figure. An image of pipelines.

  18. PETER SANDMAN • PRECAUTION • ADVOCACY • Increase outrage by decreasing complacency • Impairment • Drinking and Driving • Drug testing for safety critical positions • Should only be done if the outrage is misplaced • Figure. An image of cannabis and oil sand for CBC News, 01 May 2017

  19. GROUP ACTIVITY In groups, brainstorm how Sandman applies to the case study. What is the level of outrage in the community? How can the level of outrage be managed?

  20. BREAK • PLEASE RETURN IN 15 MINUTES

  21. ROGER KASPERSON Risk Amplification – Public is MORE concerned about a risk than technical experts Risk Attenuation –Public is LESS concerned about a risk than technical experts Psychological, social, institutional and cultural factors can change the perception of a risk

  22. ROGER KASPERSON SOCIALAMPLIFICATION & ATTENUATION • Amplification/Attenuation of Risk by society. • Not simply probability times magnitude. • Model to help understand the interaction of different risks. • Amplification/Attenuation can occur during either the transfer of information regarding the risk or the response to the risk. • Figure. An image of a protest against fracking.

  23. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK Figure.The social amplification/ attenuation of risk framework, Renn, 2011.

  24. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK Figure.Crude Oil Fire, SERTC, 2018. Figure.Methanol Fire, Methanex, 2014.

  25. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK

  26. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK

  27. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK • Images from: https://patch.com/connecticut/wallingford/wallingford-principal-leaving-take-job-norwalk-0, http://southportmag.com/meet-your-mayor/, http://www.greenpeace.org/canada/en/home/

  28. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK

  29. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK

  30. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK

  31. ROGER KASPERSON SOCIALAMPLIFICATION / ATTENUATION OF RISK FRAMEWORK Figure.The social amplification/ attenuation of risk framework, Renn, 2011.

  32. UPDATE ON THE SITUATION • It is now 8AM on June 26, the last day of school. Many parents are driving their kids (aged 5 – 11) to school to celebrate and volunteer for the field day in the neighbouring park, it is 18°C. • The derailment caused 137,000 L of methanol and 800 bbl of crude oil to spill. (1 bbl = 159 L = 0.159 m3) • No fatalities. • Product was contained and will not affect ground water sources, but product accidently diverted into sewers. • First responders from the companies did not have PPE while waiting for clean up crew. They complain to fire and rescue of eye irritation and sensitivity from long exposure to methanol odors. • Reporters have now come onto the scene and are trying to get up close to the leak in the rail car and truck. They try to interview people at the scene.

  33. SWOT ANALYSIS (OR MATRIX) OTHER THINGSTO CONSIDER Who are the stakeholders? What are the consequences / impact for each stakeholder group?

  34. SWOT ANALYSIS (OR MATRIX) Strengths versus Weaknesses: Typically focuses on internal factors of the organization e.g., reputation of the company may be a strength or a weakness Structured planning tool to map out pros and cons Opportunities versus Threats: Typically focuses on external factors independent of the organization e.g., public acceptance for a specific issue may be an opportunity or a threat

  35. GROUP ACTIVITY • SWOT ANALYSIS (OR MATRIX) In groups, discuss the courses of action the organization could take after the derailment 1. No statement / response 2. Issue a press release 3. Hold a press conference 4. Have the President & CEO address the media 5. Work through a third party who is leading the response

  36. Examples of Risk Communication Good: Maple Leaf Foods Listeria Outbreak Bad: BPDeep Water Horizon

  37. Examples of Risk Communication Maple Leaf Foods Listeria Outbreak On August 23, 2008, an outbreak of the food-borne illness was confirmed. One day later, Maple Leaf recalled 23 of its products as a precaution. Recall cost at least $20 million Figure. Maple Leaf logo and products Images from: https://www.ctvnews.ca/business/maple-leaf-foods-to-hike-prices-for-prepared-meat-amid-rising-costs-1.3521572 and http://www.cbc.ca/news2/interactives/food-recalls/slides.html#7

  38. Examples of Risk Communication Learnings: Positive Recalled early Company took full responsibility Transparent with new precautions and controls implemented Outside experts provided guidance Early warning system – learned from SARS outbreak Figure. Maple Leaf CEO Michael McCain Image from: https://www.ctvnews.ca/maple-leaf-reopens-plant-linked-to-listeria-outbreak-1.325596

  39. Examples of Risk Communication BP Deep Water Horizon Oil Spill in Gulf of Mexico On April 20, 2010, an oil rig exploded in the Gulf of Mexico, resulting in a fire and millions of liters of oil spilling into the ocean. BP lost stock value, industry credibility and had protests at gas stations. The loss of market value was higher than the clean up costs. Figure. BP Deep Water Horizon Explosion

  40. Examples of Risk Communication Learnings: Negative Took a long time to take responsibly Apology was “too little, too late” BP was not humble: they stated that “offshore drilling was needed” US dumped blame on the British by calling it “British Petroleum” instead of BP Unsympathetic and downplayed incident by saying things like: “The spill was relatively small compared to the very big ocean” and “I want my life back” Figure. BP CEO Tony Hayward

  41. RULES OF THUMB “Trust is difficult to gain, even harder to maintain, and once lost, almost impossible to regain” Dr. Cindy Jardine Only report on what you know, BE OBJECTIVE Be open, honest, and timely while facilitating two way communication Each situation is unique Know your audience: what is their history, what do they need to know?

  42. ASSESSMENT • You now have to communicate this derailment to a stakeholder. • You will be assigned a stakeholder and work in the same small groups as before. • Using the information from the course, you will have 20mins to draft an email to send to your assigned stakeholder. • Send the email to your instructor who will project the emails on the screen to discuss.

  43. ACKNOWLEDGEMENTS

  44. FURTHER RESOURCES Minerva Canada Safety Management Education Inc. offers several teaching modules and resources for health and safety management education. More information regarding Emergency Preparedness and Crisis Management is available at: http://safetymanagementeducation.com/teaching-resources/teaching-modules/

  45. REFERENCES • www.fractracker.org/ • www.indiamart.com • www.mysafetylabels.com • www.financemagnates.com • www.methanex.com/ • www.houstonchronicle.com/texascity/ • Kaplan and Garrick, 1980. • Peter Sandman’s Professional Website. Available online at: http://www.psandman.com/ • www.fcpp.org • Healing, D. 2017. ‘You don’t want guys stoned’: Oilpatch CEOs worry legal weed will mean higher costs. CBC News. Available online at: www.cbc.ca/news/canada/calgary/oilpatch-ceos-legal-marijuana-higher-costs-fears-1.4093258 • Sandman, P. 2014. Outrage and Risk Communication. • www.theguardian.com/business/2010/may/13/bp-boss-admits-mistakes-gulf-oil-spill • Kasperson, R.E, Renn, O, SLovic, P, Brown, H.S, Emel, J, Goble, R, Kasperson J. X and Ratick, S. 1988. The Social Amplification of Risk: A Conceptual Framework. Risk Analysis. 8: 177-187. • www.marcellusprotest.org • Renn, O. The Social amplification/attenuation of risk framework: application to climate change. WIREs Climate Change Review. 2: 154-169. • www.thisdaylive.com • www.sertc.org/photo-gallery/ • www.globalnews.ca/news/2094045/two-years-later-rebuilding-after-the-lac-megantic-train-derailment/ • Methanex Corporation- www.youtube.com/watch?v=1ZEEuCHdWFA • RuiHao Wang (Leo) at SERTC Pueblo Co. Training, 2017 • www.cbc.ca/news/business/how-maple-leaf-foods-is-handling-the-listeria-outbreak-1.763404

  46. QUESTIONS?

  47. THANK YOU

More Related