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Slide1
Health Risk CommunicationSlide2
Disclaimer
The views expressed in this presentation are those of the author and do not reflect the official policy or position of the Uniformed Services University of the Health Sciences, Department of Defense, or the U.S. Government.Slide3
The purpose of a public health response to a crisis is to
efficiently
and
effectively reduce and prevent illness, injury, and death and return individuals and communities to a state of ‘normalcy’
Health Risk CommunicationSlide4
Definitions:
Risk:
expose
(someone or something valued) to danger,
harm or loss
Health Risk:
the probability that damage (injury, disease, etc.) will occur as a result of exposure to a threat (chemical, physical or biological agent for example)
Health Risk CommunicationSlide5
Health Risk Communication
“The risks that kill people and the risks that alarm them are completely different”
-Covello and Sandman (2001)Slide6
Risk Perception
How do we perceive risk?
Scientists, risk managers,
businesses…
Evidence-based assessment
General
public… PersonalSocialCultural Moral PsychologicalEmotional
Health Risk CommunicationSlide7
Anatomy of a Crisis
Uncertainty +
Heightened public emotions (fear, anxiety, denial) +
Limited access to facts +
Rumor, gossip, speculation, assumption, and inference
=
Unstable information environmentHealth Risk CommunicationSlide8
Research has shown that during a crisis, people…
Take
in
information differently (than normal)
Process
information differentlyAct on information differently Communication during a health crisis, such as a pandemic, is especially challenging as a result Health Risk CommunicationSlide9
(Health) Risk Assessment
– process to identify and describe a hazard, and evaluate/estimate the nature and probability of adverse health effects
(Health) Risk Management –
proactively/reactively preventing an incident or minimize damages (based on risk assessment) following an event
Health
Risk Communication – evidence-based strategy used to provide information that allows individuals, stakeholders, or communities to make the best possible decisions during a health-related crisis or emergencyDefinitions: Risk Analysis
Health Risk CommunicationSlide10
Health Risk CommunicationSlide11
“Under the IHR, risk communication for public health emergencies includes the range of communication capacities required through the
preparedness
,
response and recovery phases of a serious public health event to encourage informed decision making, positive behavior change and the maintenance of trust”
Health Risk CommunicationSlide12
Health
Risk Communication
…
Operational communication vs. communication with the public
Involves
exchanging information about
real or perceived health threatsProvides information on expected positive and/or negative outcomes and their probabilitiesHelps to stabilize information environmentHealth Risk Communication
Key PointsSlide13
Health Risk Communication Core Principles
Be First
Crises are time-sensitive (emergency mentality)
Be Right
Accuracy
is essential to
credibility (easy to lose)Information should include what is known, what is not known, and how gaps will be filledBe Credible
Reflect
honesty
and
truthfulness
Health Risk CommunicationSlide14
Health Risk Communication Core Principles
4. Express Empathy
Harm
and
suffering
should be
acknowledged Address people’s feelings and the challenges they face5. Promote ActionGive people constructive and meaningful actions – sense of control6. Show RespectBe
respectful
of emotions, questions, concerns
Avoid humor
Health Risk CommunicationSlide15
Communication Failures
Information released late
Mixed messages from multiple experts/leadership
Paternalistic attitudes
Not countering myths and rumors in real time
Public power struggles and confusion
Health Risk CommunicationSlide16
“
This disease can be contained. It will be defeated. Progress is possible.
But we're going to have to stay vigilant and we've got to make sure that we're working together. We have to keep leading the global response. America cannot look like it is shying away because other people are watching what we do, and if we don't have a robust international response in West Africa, then we are actually endangering ourselves here back home. In order to do that, we've got to make sure that those workers who are willing and able and dedicated to go over there in a really tough job, that they’re applauded, thanked and supported. That should be our priority
.”
Former President Obama’s
Comments on America's Response to Ebola:
Health Risk Communication