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Health Risk Communication Health Risk Communication

Health Risk Communication - PowerPoint Presentation

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Uploaded On 2018-10-30

Health Risk Communication - PPT Presentation

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 US Government ID: 702684

health risk information communication risk health communication information public response crisis people assessment based harm people

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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