EPR-Public Communications L-015

1. EPR-Public CommunicationsL-015 Challenges in Public Communications

2. Uncertainty and danger create stress. Stressed people think less clearly; Information needs to be direct and clear; Repeat things; People focus on what they hear first and last; Stress

3. Factors influencing behavior • Some cause inadequate perception of threat; • Some influence message reception and acceptance; • These need to be managed for effective communications;

4. Rumours • People in uncertain situation seeking sensible explanations; • Information in circulation based on ambiguity, chaos and possible threat helps people cope and make sense of danger; • May be intentional or hostile.

5. Rumour control • Continue to provide frequent and complete information to the public; • If necessary, organize a rumour control centre, for detecting, following, and responding to rumours; • PIOs should be trained to cope with rumours. Take into account what kind of rumours would be the most devastating for your organization. Study similar rumours; • Build strong and positive relationships with the public so that rumours may be doubted if not rejected; • Ensure good internal communication within your organization, so that it does not itself become a fertile ground for rumour growth.

6. Rumour control • Reiterate facts through official information dissemination; • Even acknowledging a rumour may add to its spread; • Begin rumour control as soon as possible; • Neglect a rumour only if it is harmless or will fade by itself.

7. Rumour stages Cause: uncertainty and anxiety Objective: prevention Actions: provide essential information to remove uncertainty Cause: lack of relevance and credibility Objective: control and stop repetition Actions: preserve truth; assess rumour control; be alert for repetitions Cause: lack of trust and involvement Objective: prevention Actions: confirm facts and truth; open communication channels Cause: repetition and changing messages Objective: bring under control Actions: publish denial providing accurate information

8. False alarms • A warning issued without a real danger – great problem in risk communications; • Repeated false alarms reduce credibility of warnings and issuing organization; • Caused by rumours, mistakes, misunderstandings and changes in events.

9. Managing hostile situations • Radiation emergencies can lead to public anger and hostility; • Environmental issues raise strong emotions; • Hostility is directed at organizational representatives; • Bad management leads to mistrust and erosion of credibility.

10. Tips for managing hostile situations • Acknowledge hostility; • Control apprehension; • Listen carefully; • Be prepared; • Communicate empathy and care; • Track messages; • Timely, factual communications secure trust and counteract hostility.