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EPR-Public Communications L-04

This article explores the importance of effective communication in managing nuclear and radiological emergencies. It highlights the different perceptions of risk between experts and the public and emphasizes the role of emotions in risk perception. Understanding these factors can help emergency managers and public information officers (PIOs) build trust, mitigate risks, and ensure public safety.

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EPR-Public Communications L-04

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  1. EPR-Public CommunicationsL-04 Risk Perception

  2. Risk perception “Experience from nuclear and radiological emergencies highlights public communication as one of the most important challengesin emergency management. Sometimes, an event is not considered an emergency to experts or responders but is perceivedvery differently by the general public. Communicating effectively with the public about radiation emergencies is key to successful emergency management. It will help mitigate the risks, support the implementation of protective actions, and contribute to appeasing negative psychological impacts.” - Communication with the Public in a Nuclear or Radiological Emergency (EPR-Public Communications, 2012)

  3. Risk Perception • “What we had done to these people was just outrageous. We had frightened them so bad, they thought they were going to die.” U.S. Nuclear Regulatory Commission official describing government communication during the Three Mile Island event.

  4. Public response • Public risk response is a matter of perception which may seem: • ‘right’ or ‘wrong’ • ‘rational’ or ‘irrational’ • Perception is real and may result in physical, psychological, economic, and other harms. • Communication is a vital tool for mitigating these risks, regardless of the objective risk nature of such events.

  5. Public response • Public thinks differently about radiation risks than experts; • Public perceives and responds to risky situations based on emotion in addition to facts. What matters most is how those facts feel; • Emotion can play a bigger role in the way people perceive risks, than reason and rational thinking.

  6. Risk perception characteristics • Nuclear and radiological risks feel more frightening to the public; • Even when scientific facts show a risk is low, psychological characteristics play a big role in how people perceive the situation; • These characteristics must be acknowledged in order to effectively manage public behavior.

  7. Key characteristics • Fairness of risk distribution • Nature of risk • Catastrophic potential • Personification • Personal participation • Uncertainty • Awareness • Fear • Influence on children and future generations • Media attention • Understanding • Familiarity • Scientific certainty • History / Stigma • Onset of effects • Reversibility • Trust • Availability of information • Voluntariness • Control • Benefits

  8. Trust

  9. Trust More trust = influence, less trust = fear • In the communicator; • In the organization that’s supposed to protect the public (the regulator); • In the organization creating the risk (the radiological facility).

  10. Trust Key Behaviors for Trust: • Honesty, even when there is risk or mistakes have been made; • Avoid secrets; • Dialogue and respect for audience feelings must be sincere; • Avoid telling people how they should feel. That’s up to them; • Do not over-reassure. Beware the Fear of Fear.

  11. What influences trust? Key elements in trust and credibility (http://www.centerforriskcommunication.com/).

  12. Media attention

  13. Understanding

  14. Familiarity

  15. Scientific certainty

  16. History/ stigma

  17. Onset of effects

  18. Reversibility

  19. Availability of information

  20. Voluntariness

  21. Control

  22. Fairness of risk distribution

  23. Nature of risk

  24. Catastrophic potential

  25. Personification

  26. Personal participation

  27. Awareness

  28. Fear

  29. Children and future generations

  30. Key characteristics summary • Fairness of risk distribution • Nature of risk • Catastrophic potential • Personification • Personal participation • Uncertainty • Awareness • Fear • Influence on children and future generations • Media attention • Understanding • Familiarity • Scientific certainty • History / Stigma • Onset of effects • Reversibility • Trust • Availability of information • Voluntariness • Control • Benefits

  31. Summary • The public and emergency managers think about risk differently; • Non-expert risk perception is a matter of emotion more than rational factual thinking; • These feelings are real and must be taken into account by emergency managers and PIOs.

  32. Summary • Understanding emotional risk perception factors in a nuclear or radiological emergency helps communicators to express empathy and respect; • This will help build trust.

  33. Summary • Building trust gives emergency responders more influence on how the public behaves, which is a vital part of maximizing public health and safety in preparing for, responding to, and recovering from nuclear and radiological emergencies.

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