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Health Risk Communication in Disasters

Health Risk Communication in Disasters. Abbas Ostad taghi zadeh MD, MPH, PhD Candidate. 2. Session objectives. Principles of risk communication in preparedness & response The role of the health sector in public information in disasters Relationship with media in Emergencies.

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Health Risk Communication in Disasters

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  1. Health Risk Communication in Disasters AbbasOstad taghi zadeh MD, MPH, PhD Candidate

  2. 2

  3. Session objectives • Principles of risk communication in preparedness & response • The role of the health sector in public information in disasters • Relationship with media in Emergencies

  4. INTRODUCTION • Thirst for information grows with every passing minute. • This need is heavily increasing in a disaster response phase.

  5. INTRODUCTION • There will be two constants: (1) the public will demand information about what is happening (2) the media will be at the scene trying to tell them • Balancing emergency care with the need to disseminate accurate public information is always a challenge

  6. INTRODUCTION • Training for disaster communication is also highly important—preparation is the key. • Understanding what types of information the public and the media will want and need will help mitigate the effects of the disaster. • Information presented in a clear and truthful manner within a reasonable amount of time will further its effectiveness.

  7. Risk Communication in ICS

  8. What is risk? The probability of loss of that we value.

  9. Risk, Hazard and Disaster? • Risk is expected losses resulting from interactions between hazards and vulnerable conditions (Risk) = (Probability) x (Impact) • Hazard is a phenomenon which may constitute a damaging event • Disaster is a serious disruption of the functioning of a community or a society Question: Is a landslide on an uninhabited island a disaster? UN-ISDR (2004)

  10. Communication Sharing and transferring the meanings, ideas

  11. Citizens Experts Risk Communication ? • “an interactive process of exchange of information and opinion among individuals, groups, and institutions regarding risks” • “discussion about risk types and levels and about methods for managing risks” US National Research Council (1983) Risk communication: the basic idea

  12. Risk Communication Goals • To facilitate decision-making in a society with risks, especially to foster more satisfactory outcome for citizens. • To supply citizens with the information they need to make decisions.

  13. Risk communication for action • Risk communication is a mutual information sharing process that consists of recognition, evaluation and action. • For this purpose, messages conveyed by information need to be properly delivered via appropriate communication media, and interpreted by respective stakeholders.

  14. Risk Communication Key Messages • Risk communication is a science based discipline • High stress situations change the rules of communication • The key to communication success is anticipation, preparation, and practice

  15. Risk Communication Templates • Stakeholder Predictability (APP Template) • Caring/Empathy (CCO Template) • Attention Span (27/9/3 Template)

  16. Stakeholder Predictability “95 percent of concerns and questions for any crisis can be predicted in advance.”

  17. The APP Template 1. Anticipate 2. Prepare 3. Practice

  18. 1. Anticipate (APP Tem.) • Scenarios - Which hazard ? Which level? …… 2. Stakeholders/Partners - Public ? Media ? Partners? 3. Questions and Concern

  19. Risk Communication Lifecycle

  20. Stakeholder Predictability Example • “50 Most Frequently Asked Questions by Terminally Ill Patients” • “77 Most Frequently Asked Questions by Journalists in a Disaster” • “65 Most Frequently Asked Questions about Bird Flu” (pandemicflu.gov)

  21. Categories of Journalists Questions • Factual Questions • Emotionally Charged Questions • Challenge, Trap, and Pitfall Questions • Who is in charge? • What would you like to say to the victims and victims’ families? • Could this disaster have been prevented?

  22. Public Health Emergencies Questions Should I: • Stay where I am? • Stay indoors? • Try to find my loved ones? • Gather with my neighbors? • Eat the food? • Drink the water? • Go to the hospital if I feel sick?

  23. 2. Prepare (APP Tem.) preliminary answers can be prepared • Simple • Well Crafted • Accurate • Understandable • Ethically Consistent • Credible • Verifiable

  24. 3. Practice (APP Tem.) • Test massages • Evaluate responses • Promote skills

  25. Risk Communication Templates • Stakeholder Predictability (APP Template) • Caring/Empathy (CCO Template) • Attention Span (27/9/3 Template)

  26. Caring/Empathy (CCO Template) “When people are stressed and upset, they want to know that you care before they care what you know.”

  27. The CCO Template • Compassion • Conviction • Optimism

  28. Trust Factors inHigh Stress situations

  29. Risk Communication Templates • Stakeholder Predictability (APP Template) • Caring/Empathy (CCO Template) • Attention Span (27/9/3 Template)

  30. Attention Span “When people are stressed and upset, they often have great difficulty hearing, understanding, and remembering information”

  31. High Stress Situations • Low Stress Situations: • Brain can hold on average 7 messages • High Stress Situations: • Brain can hold on average 3 messages

  32. The 27/9/3 Template • 27 words • 9 seconds • 3 message

  33. Communication Skills • Non-Verbal • Eye contact • Body movements • Touching body • Hand’s position Verbal • Speed • Word use • Voice • Clearness 35

  34. Role of the health sector in public information in disasters • The purpose of a public health response to a crisis is to efficiently and effectively reduce and prevent illness, injury, and death and return individuals and communities back to normal.

  35. Harmful public health outcomes • The possibilities of harmful human behaviors, combined with • bad communication practices, can lead to Harmful public health outcomes during the crisis response.

  36. Negative public health outcomes ■ Public demand for misallocation of limited emergency response resources ■ Public mistrust or circumventing public health recommendations ■ Opportunists who play on peoples’ fear or uncertainties to provide fraudulent alternative treatments ■ Increased disease and death ■ Overreaction and wasted fiscal and medical resources during the emergency response.

  37. Reduction of negative public health response outcomes ■ Executing a solid crisis communication plan ■ Being the first source for information ■ Expressing empathy and caring ■ Exhibiting competence and expertise ■ Remaining honest and open ■ Committing and remain dedicated to the response and recovery ■ Applying emergency risk communication principles to the message.

  38. Seven Cardinal Rules of Risk Communication • 1. Accept and involve the public as a legitimate partner. • 2. Listen to the audience. • 3. Be honest, frank, and open.

  39. Seven Cardinal Rules of Risk Communication • 4. Coordinate and collaborate with other credible sources • 5. Meet the needs of the media. • 6. Speak clearly and with compassion. • 7. Plan carefully and evaluate performance.

  40. 10 golden rules for Communication • Never, never, never lie • Never say "No comment" • There is never an "off the record" • Be short, get to the point and always think of the audience • Stay calm, confident and in charge

  41. 10 golden rules contd. • Use simple language, avoid jargon • Stay in control • It's OK to say "I don't know, but I'll find out" • Don't speculate • Beware of reporters' tactics

  42. Tactics which are used by Media • Sensational, negative or unrelated questions • Character attack • Machine-gun questioning • Microphone feeding and pausing • Hot microphone • Sensational question with an A or B dilemma • Surprise prop 44

  43. Principles of a SuccessfulCommunications Strategy • Focus on the needs of your customers • Make a commitment to effective communications • Make communications an integral part of all planning and operations • Be transparent in your communications • Ensure that your information is accurate • Release information in a timely manner • Make yourself, your staff, and others, where appropriate, available an • Accessible • Create an emotional connection with your audience • Build a partnership with the media and the “first informer”

  44. Dealing with misinformation • Be first information source • Be transparent • Listen to the public • Show empathy

  45. Advice from a media trainer “You have 0% control over what reporters (and editors) write, so get over it. What can you control? You have 100 % control over what comes out of your mouth.”

  46. یک سوال • در ساعت 10 صبح روز جمعه وقتی در حال سرکشی به اورژانس بیمارستان هستید، همراه یکی از بیماران اعلام می کند که چند دقیقه پیش تصادفی در خارج شهر اتقاق افتاده است. وقتی از جزئیات حادثه سوال می کنید، متوجه می شوید که علی الظاهر تصادف بین یک دستگاه اتوبوس و یک دستگاه کامیون حمل مواد سوختی اتفاق افتاده است. در این لحظه شما بالاترین مسئولی هستید که در بیمارستان حضور دارد. Dr.Ostad Taghizadeh

  47. یک سوال • مرکز هدایت عملیات دانشگاه اعلام می کند که تصادف بین یک دستگاه اتوبوس و یک دستگاه کامیون حمل مواد سوختی اتفاق افتاده است و شما نزدیکترین مرکز درمانی به حادثه هستید، اما هنوز از تعداد مجروحین و وضعیت آنها اطلاعی در دست نیست. Dr.Ostad Taghizadeh

  48. یک سوال • اعلام بعدی مرکز هدایت عملیات دانشگاه مشخص می کند که در این حادثه 50 نفر از دانش آموزان ابتدایی که به همراه معلمان خود عازم اردو بوده اند، مجروح و برخی نیز به علت آتش سوزی دچار سوختگی شده اند. در این لحظه شما چه اقداماتی را انجام دهید؟ Dr.Ostad Taghizadeh

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