COMPOSING RISK MESSAGES

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COMPOSING RISK MESSAGES
Now, dont get too technical on me!
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Objectives
What you want to achieve in a community Your
vehicle for communicating the objectives
Key message
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Objectives

• The objectives are what we want to do -- not
  how we want to do it.
• They should be
• Clear
• Measurable
• Complete
• Achievable

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They are important because

• Clear, measurable, achievable objectives help
  you to focus on the knowledge, attitudes, and
  behavior that you want to change in the community

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Key for composing the messages

• What does the community want to know?
• What does the community need to know?
• What do you want the community to know?
• Can the information be misunderstood?
• Dont have more than three key messages
• Try out your messages with reliable members of
  your public

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Keys for composing the messages (Continued)

• Examine the concerns of your public

Answer the questions who?, what?, how?, when?
and where?

• The messages must be consistent with the actions

(dont say everything is fine if you are wearing
safety equipment)
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Characteristics of messages that are easy to
understand

• Written in clear, simple language
• Presented in an easy-to-understand format

• Visually attractive
• Logically organized
• Understood at first reading

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Write material that is easy to understand

• Identify your audience and determine what you
  need to say
• Select a suitable format, for example, a
  question-and-answer format

• Satisfy the needs of your public by organizing
  your ideas
• Speak to the reader directly
• Check the tone of the document

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Write material that is easy to understand (Cont.)

• Use short sentences
• Use singular pronouns
• Use the present tense
• Use the active voice

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Keys

• Be clear, and avoid
• A lot of abbreviations
• Using the same word with different meanings
• Technicisms
• Complex constructions

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Prepare visually attractive documents

• Leave enough blank space
• Use lists, charts, columns, and boxes
• Use bullets or numbering

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Inconsistent messages
The scientific community is divided as to whether
this product is hazardous or not
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To be complete, the information should include

• The nature of the risk
• The benefits of reducing the risk
• The alternatives available
• Uncertainty of the risks and the benefits
• Aspects of risk management

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Problems arising from the message

• Deficient scientific knowledge and data
  inaccurate models and methods for risk estimation
• Complex technical analyses that are
  incomprehensible for the general public

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The accuracy of a message is affected by

• Real or perceived defense of the source
• Background of deceit, misinterpretation, or
  coercion on the part of the source
• Previous statements by the source which do not
  support the present message

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The accuracy of a message is affected by
(Continued)

• Contradictory messages from other reliable
  sources
• Real or perceived incompetence of the source
• The scheme of the message itself

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JOKES
IS THERE A THREAT LURKING IN YOUR SOCKS DRAWER
? YOU WILL GET YOUR ANSWER AT 1100
ARE YOUR SOCKS KILLING YOU? TUNE IN AT 11.00 AND
WE WILL TELL YOU
ARE YOUR SOCKS KILLING YOUR KIDS? FIND OUT AT
1100
ARE WE DYING FROM A MYSTERIOUS DISEASE CAUSED BY
OUR SOCKS? TUNE IN AT 1100
SOCKS, ARE THEY YOUR ENEMIES?
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When composing risk messages, we may choose one
that is so extensive and complex that it can be
understood only by experts. On the other hand,
we may write a message that is easily understood
by non-experts, but is inaccurate and able to be
manipulated.
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A message should

• Emphasize information about practical actions
  that individuals should take
• Be written in clear, simple language
• Respect the audience and their concerns
• Inform the public involved

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Problems that may arise from the receiver

• Poor perception of the risk levels
• Lack of interest in risk problems and in
  technical complexities
• Over-estimation of their own ability to avoid
  harm
• Change-resistant beliefs and opinions
• Exaggerated expectations regarding effectiveness
  of the regulatory actions

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Problems that may arise from the receiver
(Continued)

• Demands for scientific certainty
• Reluctance to make balances between risks,
  costs, and benefits
• Real difficulty to understand information based
  on probabilities
• Fear of the unknown or of what one does not
  understand

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Problems that can arise from the source

• Lack of trustworthiness or credibility
• Disagreement among the experts
• Insufficient authority and resources to indicate
  a risk
• Lack of data about the specific fears and
  concerns of the individuals and communities

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Problems that can arise from the source
(Continued)

• Poor understanding of the interests, concerns,
  fears, values, priorities, and preferences of
  individuals and the public in general
• Use of legal, bureaucratic, or technical language

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Some problems in risk communication are due to
misinterpretations and reactions of the
intermediaries and of the receivers to the risk
messages