Risk Communications in the 21 st Century: Building Trust

Transcription

1 Risk Communications in the 21 st Century: Building Trust Mombasa, Kenya September 2016 Laura Ngo-Fontaine Risk Communications Consultant 1

2 Today s Objectives Review 21 st century communication challenges Understanding risk Building trust Review risk communication principles 2

3 Our world is changing as never before Populations grow, age, and move Diseases travel fast, especially across crowded urban areas Microbes adapt Economic and social pressure Disease outbreaks, chemical, radiation and natural and disasters are on the rise 270 million affected and 130 thousand deaths per annum Health security is at stake 3

4 A new information age Today a person is subjected to more information in a day than a person in the middle ages entire life! 4

5 Experts are less trusted Doctors, experts and authorities are less trusted and respected as the source of all medical and health advice Our patients and the public took our advice No one complained about our communications 5

6 Communication challenges Pressure to provide accurate, transparent, and fast information High economic and social impact Information gaps 6

7 Journalism has changed Horizontal journalism: from news gathered & reported by journalists to exchange of views by journalists, sources, readers and viewers 24-hour journalism and the fleeting headline and interest Lack of funds: few specialized reporters, shallow investigation, chasing the sensational, political stories or have industry influence 7

8 Public access to information has changed 47% of the world s population uses internet, (ITU, 90% Freedom House) Mobile broadband 49.4 per 100 people 1 in 5 minutes on internet spent on social networks, mostly Facebook (50%), and twitter (7-9% but influential) 8

9 9 How do we cut through the noise?

10 Risk Communications Two way communications between experts and people who face a threat to their health, economic or social wellbeing so that they are able to take informed decisions to protect themselves. Dissemination alone is useless and sometimes dangerous. We must listen and constantly and adjust our messages to deal with people's concerns Communicating risk can be risky and dangerous! 10

11 Characteristics of information during a disease outbreak or emergency High demand for informa.on Urgent.me frame Requires rapid and effec.ve dissemina.on Use preferred channels of key audiences Misinforma.on Exis.ng informa.on sharing networks Rumours New Media Non tradi.onal Media Informa)on handled well can strengthen TRUST 11

12 Risk is understood differently Experts: Risk is higher when hazard is big People: Risk is based on levels of outrage/ fear Outrage Hazard perception 12

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14 For purposes of risk communication Risk = Hazard + Outrage (values) 14

15 Risk is less acceptable to people if Manufactured or man-made Unfamiliar, poorly understood Dreadful or disastrous (even if the probability is small) Unfair or targets a particular group Irreversible Does not respond to public concern 15

16 Facts are NOT enough: Trust and perception are everything 16

17 Case Study: BSE in the United Kingdom 1984 strange illness emerges in British cattle BSE identified and Ministers informed of new animal disease 1988 Report of independent committee: human health risk is remote Disease among cattle population spreads New research suggest other species at risk Independent experts warn of human risk Select school authorities ban beef High media attention 17

18 Case Study: BSE in the United Kingdom UK Government position remains: "There is no risk to human health" Key agricultural sector: Billions at-risk Agriculture Minister under pressure to reassure consumers, farmers, trading partners.. Minister's communication strategy: Feed his 4 year old daughter beef burger on national TV 18

19 Case Study: BSE in the United Kingdom Reassuring photo emerged in a specific context: Government selective in the information released Experts/partners contradicting assessment of risk Ignoring clear signs of elevating public risk perception Link between BSE and human health was acknowledged dead of vcjd Global ban on British beef Persistent, low trust in management of health issues 10 years after crisis 19

20 Please, let us discuss l What were the major communication challenges? l How can human and animal health authorities work together more effectively? l What do experts and authorities need to do during a disease outbreak? l What does the public need most during a disease outbreak? 20

21 21 So, how do we build TRUST

22 Risk Communication Principles 1.Trust 2.Announcing early 3.Transparency 4.Listening (Communications Surveillance) 5.Planning 22

23 1-Trust A suspicious population is more fearful. Trust needs to be earned. It is important to feel that information is not being hidden. Admitting uncertainties avoids false hopes Messages valued by their content and source. 23

24 2- Announcing early The first announcement s timeliness establishes trust, avoids rumours and misinformation and CAN SAVE LIVES. Admit that changes may occur as more information becomes available. Establish a pattern for trust and leadership. Globalized world = difficult to conceal information 24

25 3- Transparency Shows the decision-making process Is fundamental to maintaining trust is related to quality, truth and clarity of the information disseminated Has limits balancing individual rights against public information 25

26 4- Listening It is impossible to design a successful message without knowing what the popula.on thinks and feels, and what worries the various audiences (risk percep.on). 26

27 Community Engagement Community engagement is central to risk communications and public health interventions Its importance is even more significant during public health emergencies. Photo : WHO /A Bha.asevi Community engagement involves those affected in understanding the risks they face, and involves them in response actions that are acceptable. (Empowerment) 27

28 Why community engagement? Everyone has a right to know about risks to their health and well-being Culturally appropriate information can help make informed decisions to reduce the health risks Action taken by individuals, families and communities affected are key to controlling the public health threat/problem Graphic: 28

29 Key channels of public communication Traditional (TV, radio, newspaper) and social media Internet web, blogs, etc. Mobile technology Awareness campaigns, social mobilization Community and religious leaders Local Associations Health care centres and staff Town criers, loudspeaker systems Other channels Image: hnps://mgmtblog.files.wordpress.com/2014/01/new-media2.jpg? w=672&h=372&crop=1 Know your audience and their prac)ces to determine what pla<orm to use e.g. SMS + radio Find out their preferred channels of communica)on 29

30 5- Planning Multisectoral and operational plan Includes relevant ministries and stakeholders (private sector, donors, NGOs, international agencies etc) Plans for: First announcement and updates Assignment of responsibilities and coordination Appointment of spokesperson Key messages, FAQs All phases of the outbreak 30

31 Risk communication building blocks 1.Technical informa)on 3. Expression of care 2. Values 4. Credibility 5. Trust 31

32 The building blocks 1. Technical informa)on 2. Values Information should be evidence-based when possible, but adapted to the languages and the contexts of the public or audience translational communication Credible speakers (scientists, opinion leaders) produce more opinion change People's values and beliefs colour how they perceive expert or official information 32

33 The building blocks 3. Expression Of caring 4. Credibility People need to know that you care for them or respect them in how you present your information Credibility is partly influenced by the reputation you and your organization have It could depend on your expertise and or your skills It can be lost if people feel you are lying or withholding information 33

34 The building blocks Trust Trust in individuals and organizations is by far the greatest factor in communicating risk It is either strengthened or weakened every time officials and experts speak or make announcements It is made up of four key elements, linked to the other building blocks Illustration: trust11.jpg 34

35 Characteristics of Trust You care about me You know and address my concerns Good will You share my values, experience and my fate Expertise Identification Good character You know what you are talking about You know how to fix problem You agree with other known experts You are telling me the truth You are not omitting information You are reliable 35

36 Risk communications impact CASES First Case Late Detection Delayed Response Control Opportunity DAY 36

37 Risk communications impact Early Detection CASES Rapid Response Proactive communication of real or potential risk Control Opportunity DAY 37

38 Remember Public communication is one of the most efficient channels of communication to a wider audience during an emergency Engagement-with communities and people is key Use the platforms and channels that your audience uses; use multiple channels Be consistent in your message It is essential to communicate early and frequently in an emergency Informed decisions can help mitigate health risks early Information helps build trust 38