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Risk Communication : Concept and Principles. Abdul Jabar Ahmad Director, Health Education Division, MOH. Elements of Crisis Response. Effective Crisis Response. Effective and Concerted Co-ordination . What you will learn. RC Evolution. RC Definition. RC. Interested parties.
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Risk Communication : Concept and Principles Abdul Jabar Ahmad Director, Health Education Division, MOH
Effective Crisis Response Effective and Concerted Co-ordination
Important • In view of different possibilities it is vital to be sure of what you want to achieve before proceeding with RC. • Ask yourself “what is the aim of your RC ?”
RC- Interlinked Components Communication With external stakeholders/ departments
Principles (KSFs) for Effective RC Overarching
Principles (KSFs) for Effective RC Supporting
Listen to and partner • Involve all parties that have interest in the crisis • Demonstrate respect for those affected by decisions & include them early in the process • Use wide range of channels • Be ethically accountable • Empathise • Assess needs • Recognise cultural, economic & political factors that can complicate RC
UK 1996 BSE Crisis • No strategy to build relationship with key factions • Mc Donalds decided to remove British beef from UK menu. Followed by other countries • Worldwide banning – devastating economic blow
Trust • Once lost trust and credibility is almost impossible to regain. Credible communication important • 2001 anthrax crisis (poor communication) -CDC recommends prophylactic doxycycline for postal workers -Capitol Hill workers given prophylactic ciproflaxin -Feeling of treated less well among postal workers
…. cont • 1999 Coca-Cola poisoning in Belgium – lead to largest product recall (99 million euro)
Work with media • Wide and fast coverage • Can either help or hinder crisis situation • Ensure reliable and accurate information • Inaccurate reporting during BSE crisis heightened public fear • If you do not supply information, the media will report what they have • Prepare key messages • Say only what you want the media to report
Develop your mesage • Develop and test • Develop message for variety of audience • Use input from field staff, media briefings, public enquiries, poll, websites to determine major messages • Communication monitoring – dynamic activity • Comprehensive monitoring
Honest, clear and compassionate • Literacy disparity – variety of formats and reading levels • Clarity – plain-language communication • Connect with audience with compassion • Let your emotion show • Be wary of over-reassurance, trivialising, speculating while portraying empathy
Think before you speak • Never amplify risk that are in their very nature , attenuated – can confuse people • High trust institution should be careful when communicating with media • In communication message focus on the aspects that are certain • Remember risk and RC is never easy. • New York was well prepared with anthrax crisis through press conference and media briefings. Twice daily PC by mayor
Establish objectives • Identify stakeholders and their concerns • Find out what they already know and want to know • Determine trust level and credibility of source • Develop key messages • Determine best communication tools/channels mix PLAN • Prepare materials and review them • Anticipate key questions and concerns • Message mapping (key messages and supportive information ) • Ensure broad involvement of stakeholders PREPARE • Use various techniques of delivery/ be creative • Listen attentively • Ensure adequate resources • Resolve conflict COMMUNICATE & INVOLVE EVALUATE AND IMPROVE