EPR-Public Communications L-04 Risk Perception

Transcript:EPR-Public Communications L-04 Risk Perception:
EPR-Public Communications L-04 Risk Perception Risk perception “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) 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. Public response Public risk response is a matter of perception which may seem: ‘right’ or ‘wrong’ ‘rational’ or ‘irrational’ Perception is real and may result in physical, psychological, economic, and other harms. Communication is a vital tool for mitigating these risks, regardless of the objective risk nature of such events. 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 feel; Emotion can play a bigger role in the way people perceive risks, than reason and rational thinking. 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 big role in how people perceive the situation; These characteristics must be acknowledged in order to effectively manage public behavior. Key characteristics Media attention Understanding Familiarity Scientific certainty History / Stigma Onset of effects Reversibility Trust Availability of information Voluntariness Control Benefits Fairness of risk distribution Nature of risk Catastrophic potential Personification Personal participation Uncertainty Awareness Fear Influence on children and future generations Trust Trust More trust = influence, less trust = fear In the communicator; In the organization that’s supposed to protect the public (the regulator); In the organization creating the risk (the radiological facility). Trust Key Behaviors for Trust: Honesty, even when there is risk or mistakes have 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.