Workshop C - Public Communication - Meschenmoser

Workshop C
Public Communications
International Conference on Global Emergency Preparedness and Response
19-23 October 2015
Vienna, Austria
P. Meschenmoser, Incident and Emergency Centre
IAEA
International Atomic Energy Agency
Objectives of Public Communications
“Experience from nuclear and radiological emergencies highlights
public communication as one of the most important challenges in
emergency management. Sometimes, an event is not considered an
emergency to experts or responders but is perceived very 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)
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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
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To get started!
Pictures
freedigitalphotos.net / Phil Thebault /
freedigitalphotos.net / patrisyu
flickr.com/photos/doobybrain/
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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 are
perceived
• Emotion may play a bigger role in the way
people perceive risks, than reason and rational
thinking
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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 large role in
how people perceive the situation
• These characteristics must be acknowledged in
order to effectively manage public behavior
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Key Characteristics
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Media attention
Understanding
Familiarity
Scientific certainty
History / Stigma
Onset of effects
Reversibility
Availability of information
Voluntariness
Control
Benefits
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Fairness of risk distribution
Nature of risk
Catastrophic potential
Personification
Personal participation
Uncertainty
Awareness
Fear
Influence on children and future
generations
Challenge of Public Communications
• Scientists and experts quantify risks using
measurements, research and other data
• The public quantifies risks using subjective
factors, mainly:
• familiarity, natural or man-made, voluntary or
imposed, dread, degree of control, fairness of
risk: psychosocial aspects!
• Coordination
• Plain language
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Trust = Influence
• In the communicator
• In the organization supposed to protect the
public (the regulator)
• In first responders
• In the organization creating the risk (the
radiological facility)
Robert Couse-Baker/flickr.com
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Key Aspects to Create Trust
• Honesty, even when there is risk or mistakes have
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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
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Keep it Plain and Simple
• Use plain
language
• Use
comparisons
carefully
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Messages
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Transparent
Timely
Objective
Factual
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Relevant
Accurate
Clear
Credible
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C4 Approach
• Compassion
• Control
• Commitment
• Care
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Public Communications Planning
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Organization and Structures I
Incident
Commander
Public
Information
Officer/Group
Logistics
Section
Safety
Officer
Planning
Section
Branch(es)
Team(s)
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Operations
Section
Finance and
Administration
Section
Organization and Structures II
Lead Public
Information
Officer
Liaison
Officers to
Planning and
Operations
Media
Relations and
Monitoring
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Internal
Communications
Spokesperson
Strategic
Planning and
Writing
New Media
Public
Relations
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Identify Your Audiences
• “General public” notion is not accurate;
• Each group has specific interests, priorities
and information needs;
• Audiences must be identified prior to
emergency;
• Directly affected groups require detailed
information on risks and responses;
• Indirectly affected groups need tailored
information to reduce risks and fears.
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Use All Your Channels
Controlled channels
Organizationcontrolled
Printed products
Public information
services
Mass mediacontrolled
Uncontrolled channels
Public meetings
Online chat rooms
Blogs
Internet websites
Social media
Telephone
hotlines
SMS
Video materials
Online video sharing
Broadcast media
Print media
Online media
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Spokesperson
• A critical strategic decision
• One spokesperson should be designated to
respond to media
• Experts who are good communicators
• Authoritative and credible
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Media relationships
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Identify key media in advance
Earn media’s trust
Exchange and maintain contact information
Proactive media relations
• Meet with reporters or editors
• Include in exercises
• Periodic updates about your organization or activities
• List where media can get new information on topics they
are interested in
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“Dark” Emergency Website
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Risk Communication Planning
Time_________
Date_________
Circumstances
Context
Risk Perception
Characteristics
Audiences
Channels
Spokesperson
Actions/Messages
Facts, history,
summarize issues.
Based on facts in
column 1, list risk
perception factors
are involved in the
emergency?
Who are your
audiences?
Which relationships
are most important?
Identify special
populations.
List the various
ways to reach each
audience: news
conferences, press
releases, websites,
social media,
“kitchen-table”
meetings, public
meetings, phone
callsH
Determine who will
be talking.
Spokesperson
should have
authority and
expertise.
Based on all
columns, enter here
what you will say.
Facts and context
about issue in
general . Have
similar incidents
occurred in the
past? When? What
were the
consequences?
Note details of
current relationship
with stakeholders
(good, bad,
controversial,
cooperativeH)
Note political
realities in local
communities.
List all relevant
factors in order of
priority.
Example: if “trust”
is a perception
factor, determine
how you will directly
address it.
Copyright, Ropeik & Associates
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EPR-Public Communications (2012)
iec.iaea.org
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EPR – Public Comms Plan (2015)
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Thank you! Questions?
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