Risk Communication
Wiley-IEEE Press (Hersteller)
978-0-470-48012-0 (ISBN)
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A fully updated edition of the preeminent book on risk communication For more than a decade, Risk Communication: A Handbook for Communicating Environmental, Safety, and Health Risks has been a trusted compendium of strategies and guidance for effectively conveying risk information. Managers, scientists, engineers, students, communication specialists, healthcare professionals, agency representatives, and consultants in more than twenty countries have benefited from its contemporary, practical advice on what to do and what to avoid for successful risk communication.
Now in its Fourth Edition, the handbook has been updated with expanded coverage of laws, approaches, messages, and technology-based applications such as social media, as well as all-new information on international risk communication.
The handbook guides readers on:
Understanding Risk Communication—Approaches to communicating risk; laws that mandate risk communication; constraints to effective risk communication; ethical issues; and principles of risk communication
Planning the Risk Communication Effort—Determine purpose and objectives; analyze your audience; develop your message; determine appropriate methods; set a schedule; and develop a communication plan
Putting Risk Communication into Action—Information materials; visual representation of risks; face-to-face communication; working with the media; stakeholder participation; and technology-assisted communication
Evaluating Risk Communication Efforts—Why it's important to evaluate risk communication efforts; types of evaluation; and conducting the evaluation
Special Cases in Risk Communication—Emergency risk communication and international risk communication
Combining in-depth scientific underpinnings and the greatest breadth of information available, this book makes the topic of risk communication accessible to those who need it most. It is intended as an introduction to the field as well as a refresher and reference book for those communicating environmental, safety, and health risks in government, industry, and academia.
Regina E. Lundgren is an independent consultant with more than twenty years of experience in communicating environmental, safety, and health risks to lay audiences. The recipient of national and international awards, she developed the risk communication plan for the most sophisticated cancer cluster investigation in the nation's history and one of the first state-level public health emergency risk communication plans. Andrea H. Mcmakin is a marketing and communications specialist at the Pacific Northwest National Laboratory, a U.S. Department of Energy national laboratory. For more than twenty years, she's been involved with risk communication programs in national and global security, climate change, health and environmental impacts, worker chemical exposure, and risk perception research. Her work has been published and cited in technical journals, scientific and trade publications, and major regional newspapers.
Preface xv 1 INTRODUCTION 1
To Begin 2
The Risk Communication Process 5
Audiences, Situations, and Purposes 6
PART I UNDERSTANDING RISK COMMUNICATION.
2 APPROACHES TO COMMUNICATING RISK 11
Communication Process Approach 12
National Research Council’s Approach 12
Mental Models Approach 13
Crisis Communication Approach 14
Convergence Communication Approach 15
Three-Challenge Approach 15
Social Constructionist Approach 16
Hazard Plus Outrage Approach 17
Mental Noise Approach 17
Social Network Contagion Approach 18
Social Amplification of Risk Approach 18
Social Trust Approach 19
Evolutionary Theory Approach 20
3 LAWS THAT MANDATE RISK COMMUNICATION 23
Comprehensive Environmental Response, Compensation, and Liability Act 24
Emergency Planning and Community Right-to-Know Act 25
Executive Order 12898, Environmental Justice in Minority Populations 25
Executive Order 13045, Reduce Environmental Health and Safety Risks to Children 28
National Environmental Policy Act 28
Natural Resource Damage Assessment 29
Occupational Safety and Health Act 30
Resource Conservation and Recovery Act 32
Risk Management Program Rule 32
Privacy Rule 32
Other Government Inducements 33
International Standards 33
North American Standards 33
Grants 34
4 CONSTRAINTS TO EFFECTIVE RISK COMMUNICATION 37
Constraints on the Communicator 37
Organizational Constraints 37
Emotional Constraints 43
Constraints from the Audience 45
Hostility and Outrage 45
Panic and Denial 47
Apathy 48
Mistrust of Risk Assessment 48
Disagreements on the Acceptable Magnitude of Risk 49
Lack of Faith in Science and Institutions 50
Learning Difficulties 50
Constraints for Both Communicator and Audience 51
Stigma 51
Stability of the Knowledge Base 52
5 ETHICAL ISSUES 57
Social Ethics 58
The Sociopolitical Environment’s Influence 58
The Use of the Risk Idiom 60
Fairness of the Risk 61
Consequences of Multiple Meanings 62
The Issue of Stigma 63
Organizational Ethics 63
Legitimacy of Representation 64
Designation of Primary Audience 65
Releasing Information 66
Attitude toward Compliance with Regulations 67
Personal Ethics 68
Using Persuasion 68
The Role of the Communicator 68
Organizational Ethics or Personal Ethics? 69
6 PRINCIPLES OF RISK COMMUNICATION 71
Principles of Process 72
Know Your Communication Limits and Purpose 72
Whenever Possible, Pretest Your Message 73
Communicate Early, Often, and Fully 73
Remember That Perception is Reality 74
Principles of Presentation 74
Know Your Audience 75
Do Not Limit Yourself to One Form or One Method 75
Simplify Language and Presentation, Not Content 75
Be Objective, Not Subjective 75
Communicate Honestly, Clearly, and Compassionately 76
Listen and Deal with Specific Concerns 76
Convey the Same Information to All Segments of Your Audience 77
Deal with Uncertainty 77
Principles for Comparing Risks 78
Use Analogies, but Do Not Trivialize 79
Use Ranges 79
Compare to Standards 79
Compare to Other Estimates of the Same Risk 80
Compare Traits 80
Do Not Compare Risks with Different Levels of Associated Outrage 80
Explain Reductions in Magnitude 81
PART II PLANNING THE RISK COMMUNICATION EFFORT.
7 DETERMINE PURPOSE AND OBJECTIVES 85
Factors That Influence Purpose and Objectives 86
Legal Issues 86
Organizational Requirements 86
The Risk Itself 87
Audience Requirements 88
Checklist for Determining Purpose and Objectives 89
8 ANALYZE YOUR AUDIENCE 91
Begin with Purpose and Objectives 92
Choose a Level of Analysis 92
Determine Key Audience Characteristics 95
Determine How to Find Audience Analysis Information 95
Incorporate Audience Analysis Information into Risk Communication Efforts 101
Checklist for Audience Analysis 102
9 DEVELOP YOUR MESSAGE 105
Common Pitfalls 106
Information People Want 107
Mental Models 108
Message Mapping 111
Health Risk Communication 111
Crisis Communication 114
Checklist for Message Development 115
10 DETERMINE THE APPROPRIATE METHODS 117
Information Materials 117
Visual Representation of Risk 118
Face-to-Face Communication 119
Working with the News Media 120
Stakeholder Participation 122
Technology-Assisted Communication 123
Checklist for Determining Methods 125
11 SET A SCHEDULE 127
Legal Requirements 127
Organizational Requirements 127
The Scientific Process 128
Ongoing Activities 128
Audience Needs 130
Checklist for Setting Schedules 132
12 DEVELOP A COMMUNICATION PLAN 133
What to Include in a Communication Plan 133
Developing Risk Communication Strategies 136
Storyboarding as a Planning Tool 136
Communication Planning Using the CERCLA Approach 137
Using an Audience Focus 137
Strategic Planning for Risk Communication 140
Checklist for Communication Planning 140
PART III PUTTING RISK COMMUNICATION INTO ACTION.
13 INFORMATION MATERIALS 145
Constructing Information Materials 145
Information to Be Included 145
Organizing Material for Information Materials 148
Language for Information Materials 149
Narrative Style in Information Materials 150
Guidelines for Specific Types of Information Materials 151
Newsletters 151
Pamphlets, Booklets, and Fact Sheets 152
Posters, Advertisements, and Displays 153
Articles 154
Technical Reports 154
Checklist for Information Materials 155
14 VISUAL REPRESENTATION OF RISKS 159
Design Visuals for Specific Audiences and Uses 160
Match the Visual Portrayal to the Information to Be Conveyed 162
Pretest Graphics with Those Who Will Use Them 165
Using Visuals to Personalize Risk Information 168
Comparing Risks in Visual Formats 168
Depicting Probability and Uncertainty 170
Presenting Probability 171
Presenting Uncertainty 176
Probability Plus Uncertainty 176
Warning Labels 179
Consider Using Action Levels 182
Ethical Portrayal of Risk Information 184
Using Visual Information in Group Decision Making 187
Checklist for Visual Representation of Risk 187
15 FACE-TO-FACE COMMUNICATION 191
Constructing Face-to-Face Messages 192
Choose the Appropriate Spokesperson 192
Give the Audience Something to Take Away 194
Reinforce Your Message with Visual Aids 195
Speak in the Language of the Audience 195
Do Not Promise What You Cannot Deliver 195
Guidelines for Specific Types of Face-to-Face Communication 196
Speaking Engagements 196
Speakers Bureaus 198
Tours and Demonstrations 198
Video Presentations 199
Audience Interviews 201
Information Fairs 202
Training 202
Checklist for Face-to-Face Communication 203
16 WORKING WITH THE MEDIA 207
The Roles of Mass Media in Risk Communication 207
Media Contrasted with Other Stakeholders 209
Productive Interaction, Not Polarization 209
Understand "Cultural" Differences 210
The Media are Event-Focused 210
Certain Kinds of Risks Get More Coverage 211
Journalistic Independence and Deadlines Affect Content 211
The Need for Balance Invites Opposing Views 212
Information is Condensed, Simplified, and Personalized 212
Guidelines for Specific Situations 212
Develop Relationships with Local and Regional Media Representatives 213
Know When to Approach Media Representatives or When They May Approach You 213
Prepare Messages and Materials Carefully 214
Know Where to Draw the Line 215
Put Your Message in Terms the Reporter's Audience Can Understand 216
Put the Risk in Perspective 216
Respect the Reporter’s Deadlines 217
Maintain Ethical Standards of Disclosure 217
Take Action When Inaccurate or Misleading Material is Published or Aired 218
Using Technology 218
Distribution Services 218
Video and Audio News Releases 219
Social Media 220
Public Service Announcements 220
Telebriefings 221
Special Case: The Use of Mass Media in Public Health Campaigns 221
Paid Placements or Independent Coverage 222
Guidelines 223
Checklist for Media Approaches 225
17 STAKEHOLDER PARTICIPATION 229
Requirements for Stakeholder Participation 230
Organizational Requirements for Successful Stakeholder Participation 230
Stakeholder Requirements for Successful Participation 231
Guidelines for Specific Types of Stakeholder Participation Activities 232
The Formal Hearing 233
Group Interactions 234
Interactions Involving Risk Assessment 239
Interactions Involving Decision Making 240
Interactions Involving Risk Management 246
Evaluating Stakeholder Participation Based on Your Situation 248
Checklist for Stakeholder Participation 249
18 TECHNOLOGY-ASSISTED COMMUNICATION 253
Choosing Technology-Based Applications 253
Computers in the Workplace 254
Computer-Based Training 255
Informing Employees about Risks 257
Web-Delivered and Stand-Alone Multimedia Programs 259
Web Tools, CDs, and DVDs 259
Web and Satellite Broadcasts 261
Social Media and Other Interactive Forums 262
Blogs and Podcasts 264
Social Network Sites 265
Traditional Electronic Forums 269
Interactive Multimedia Programs in Public Places 270
Technology in Care Communication 272
Technology in Consensus Communication 276
Websites 276
Local Area Networks, Extranets, and Bulletin Boards 277
Computers in Centralized Public Locations 277
Tracking and Analyzing Comments and Responses 278
Facilitating Group Decision Making 279
Technology in Crisis Communication 281
Checklist for Technology-Assisted Communication 282
PART IV EVALUATING RISK COMMUNICATION EFFORTS.
19 Evaluating Risk Communication Efforts 287
Why Evaluate Risk Communication Efforts? 287
The Meaning of Success 288
Types of Evaluation 290
Conducting the Evaluation 292
Checklist for Evaluating Risk Communication Efforts 294
PART V SPECIAL CASES IN RISK COMMUNICATION.
20 EMERGENCY RISK COMMUNICATION 299
Understanding Emergency Risk Communication 300
Emotions and Public Actions 300
Credibility and Trust 302
Planning for the Unexpected 304
Preparing Your Organization 304
Teaming with Other Organizations 307
Working with Communities in Advance 308
Determining Appropriate Communication Methods 309
Developing an Emergency Risk Communication Plan 312
Communicating During an Emergency 317
Emergency Operation Centers 319
Working with the Media in an Emergency 319
Answering Questions 322
Communicating After an Emergency 323
21 International Risk Communication 329
Recognize the Similarities 330
Account for Cultural Differences 330
Look for "Your" Risk in Other Countries 331
Plan for Cross-Country Communication 332
References 334
Additional Resources 336
RESOURCES 335
GLOSSARY 343
INDEX 347
ABOUT THE AUTHORS.
| Erscheint lt. Verlag | 19.11.2008 |
|---|---|
| Zusatzinfo | Charts: 10 B&W, 0 Color; Photos: 5 B&W, 0 Color; Drawings: 15 B&W, 0 Color; Graphs: 10 B&W, 0 Color |
| Sprache | englisch |
| Themenwelt | Geisteswissenschaften ► Sprach- / Literaturwissenschaft ► Literaturwissenschaft |
| Mathematik / Informatik ► Informatik ► Netzwerke | |
| Naturwissenschaften ► Chemie | |
| Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft | |
| Wirtschaft ► Betriebswirtschaft / Management | |
| ISBN-10 | 0-470-48012-2 / 0470480122 |
| ISBN-13 | 978-0-470-48012-0 / 9780470480120 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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