Workshop C Public Communications

Transcription

1 Workshop C Public Communications International Conference on Global Emergency Preparedness and Response October 2015 Vienna, Austria P. Meschenmoser, Incident and Emergency Centre International Atomic Energy Agency

2 Objectives of Public Communications 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)

3 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

4 To get started! Pictures freedigitalphotos.net / Phil Thebault / freedigitalphotos.net / patrisyu flickr.com/photos/doobybrain/

5 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 are perceived Emotion may play a bigger role in the way people perceive risks, than reason and rational thinking

6 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 large role in how people perceive the situation These characteristics must be acknowledged in order to effectively manage public behavior

7 Key Characteristics Media attention Understanding Familiarity Scientific certainty History / Stigma Onset of effects Reversibility 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

8 Challenge of Public Communications Scientists and experts quantify risks using measurements, research and other data The public quantifies risks using subjective factors, mainly: familiarity, natural or man-made, voluntary or imposed, dread, degree of control, fairness of risk: psychosocial aspects! Coordination Plain language 8

9 Trust = Influence In the communicator In the organization supposed to protect the public (the regulator) In first responders In the organization creating the risk (the radiological facility) Robert Couse-Baker/flickr.com

10 Key Aspects to Create 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 tothem Do not over-reassure. Beware the Fear of Fear

11 Keep it Plain and Simple Use plain language Use comparisons carefully 11

12 Messages Transparent Timely Objective Factual Relevant Accurate Clear Credible 12

13 C 4 Approach Compassion Control Commitment Care 13

14 Public Communications Planning 14

15 Organization and Structures I Incident Commander Public Information Officer/Group Logistics Section Safety Officer Planning Section Operations Section Finance and Administration Section Branch(es) Team(s)

16 Organization and Structures II Lead Public Information Officer Liaison Officers to Planning and Operations Spokesperson Media Relations and Monitoring Internal Communications Strategic Planning and Writing New Media Public Relations 16

17 Identify Your Audiences General public notion is not accurate; Each group has specific interests, priorities and information needs; Audiences must be identified prior to emergency; Directly affected groups require detailed information on risks and responses; Indirectly affected groups need tailored information to reduce risks and fears.

18 Use All Your Channels Organizationcontrolled Mass mediacontrolled Controlled channels Printed products Public information services Internet websites Telephone hotlines Video materials Broadcast media Print media Online media Uncontrolled channels Public meetings Online chat rooms Blogs Social media SMS Online video sharing 18

19 Spokesperson A critical strategic decision One spokesperson should be designated to respond to media Experts who are good communicators Authoritative and credible 19

20 Media relationships Identify key media in advance Earn media s trust Exchange and maintain contact information Proactive media relations Meet with reporters or editors Include in exercises Periodic updates about your organization or activities List where media can get new information on topics they are interested in 20

21 Dark Emergency Website 21

22 Risk Communication Planning Time Date Circumstances Context Risk Perception Characteristics Audiences Channels Spokesperson Actions/Messages Facts, history, summarize issues. Facts and context about issue in general. Have similar incidents occurred in the past? When? What were the consequences? Note details of current relationship with stakeholders (good, bad, controversial, cooperativeh) Note political realities in local communities. Based on facts in column 1, list risk perception factors are involved in the emergency? List all relevant factors in order of priority. Who are your audiences? Which relationships are most important? Identify special populations. List the various ways to reach each audience:news conferences, press releases, websites, social media, kitchen-table meetings, public meetings, phone callsh Determine who will be talking. Spokesperson should have authority and expertise. Based on all columns, enter here what you will say. Example: if trust is a perception factor, determine how you will directly address it. Copyright, Ropeik & Associates

23 EPR-Public Communications (2012) iec.iaea.org 23

24 EPR Public Comms Plan (2015) 24

25 Thank you! Questions?