Risk Communication: A Handbook for Communicating Environmental, Safety, and Health Risks

ISBN-13: 9781119456117 / Angielski / Twarda / 2018 / 544 str.

Regina E. Lundgren; Andrea H. McMakin

Spis treści

List of Figures XVIIList of Tables XIXPreface XXIAbout the Authors XXIII1 INTRODUCTION 1To Begin 2The Risk Communication Process 6Audiences, Situations, and Purposes 8References 8PART I UNDERSTANDING RISK COMMUNICATION2 APPROACHES TO COMMUNICATING RISK 11Cross-Cutting Risk Communication Approaches 12Care Communication Approaches 20Consensus Communication Approach 23Crisis Communication Approaches 24Summary 26References 26Additional Resources 283 LAWS THAT MANDATE RISK COMMUNICATION 29Comprehensive Environmental Response, Compensation, and Liability Act 30Emergency Planning and Community Right-to-Know Act 31Executive Order 12898, Environmental Justice in Minority Populations and Low-Income Populations 34Executive Order 13045, Reduce Environmental Health and Safety Risks to Children 34Food and Drug Administration Regulations on Prescription Drug Communication 35National Environmental Policy Act 35Natural Resource Damage Assessment 36Occupational Safety and Health Act 37Resource Conservation and Recovery Act 39Risk Management Plan Rule 39Privacy Rule 39Other Government Inducements 40Summary 42References 42Additional Resources 434 CONSTRAINTS TO EFFECTIVE RISK COMMUNICATION 45Constraints on the Communicator 45Constraints from the Audience 55Constraints for Both Communicator and Audience 63Summary 65References 65Additional Resources 675 ETHICAL ISSUES 69Social Ethics 70Organizational Ethics 77Personal Ethics 82Summary 85References 85Additional Resources 866 PRINCIPLES OF RISK COMMUNICATION 89Principles of Process 90Principles of Presentation 95Principles for Comparing Risks 100Summary 104References 104Additional Resources 105PART II PLANNING THE RISK COMMUNICATION EFFORT7 DETERMINE PURPOSE AND OBJECTIVES 109Factors That Influence Purpose and Objectives 110Reference 114Additional Resources 1158 ANALYZE YOUR AUDIENCE 117Begin with Purpose and Objectives 118Choose a Level of Analysis 119Determine Key Audience Characteristics 122Determine How to Find Audience Analysis Information 125Incorporate Audience Analysis Information into Risk Communication Efforts 129References 132Additional Resources 1339 DEVELOP YOUR MESSAGE 135Common Pitfalls 136Information People Want 139Mental Models 141Message Mapping and Message Development Templates 144Health Risk Communication 144Crisis Communication 147References 150Additional Resource 15110 DETERMINE THE APPROPRIATE METHODS 153Information Materials 153Visual Representation of Risk 155Face-to-Face Communication 156The News Media 158Stakeholder Participation 160Technology-Assisted Communication 162Social Media 163Partnerships 164Additional Resources 16611 SET A SCHEDULE 167Legal Requirements 167Organizational Requirements 168The Scientific Process 169Ongoing Activities 169Audience Needs 170Reference 17212 DEVELOP A COMMUNICATION PLAN 173What to Include in a Communication Plan 174Developing Risk Communication Strategies 177References 183Additional Resources 184PART III PUTTING RISK COMMUNICATION INTO ACTION13 INFORMATION MATERIALS 187Constructing Information Materials 187Guidelines for Specific Types of Information Materials 195References 202Additional Resources 20214 VISUAL REPRESENTATIONS OF RISKS 203Design Visuals for Specific Audiences and Uses 205Match the Visual Portrayal to the Information to Be Conveyed 207Pretest Graphics with Those Who Will Use Them 209Using Visuals to Personalize Risk Information 213Comparing Risks in Visual Formats 213Static versus Interactive Visuals 216Depicting Probability and Uncertainty 218Warning Labels 227Consider Using Action Levels 230Ethical Portrayal of Risk Information 232Using Visual Information in Group Decision Making 235References 236Additional Resources 23915 FACE-TO-FACE COMMUNICATION 241Constructing Face-to-Face Messages 242Guidelines for Specific Types of Face-to-Face Communication 247References 258Additional Resource 25816 NEWS MEDIA 259The Roles of the News Media in Risk Communication 260Understanding Cultural Differences 263Guidelines for Interacting with the News Media 266Getting the Word Out 275Dealing with Fake News 279References 281Additional Resources 28317 STAKEHOLDER PARTICIPATION 285Requirements for Stakeholder Participation 286Guidelines for Specific Types of Stakeholder Participation Activities 290References 311Additional Resources 31218 TECHNOLOGY-ASSISTED COMMUNICATION 315Choosing Technology-Based Applications 316Workplace Risk Communication 317Web-Delivered and Stand-Alone Multimedia Programs 322Traditional Electronic Forums 327Interactive Multimedia Programs in Public Places 328Technology in Care Communication 331Technology in Consensus Communication 332Technology in Crisis Communication 336References 343Additional Resources 34519 SOCIAL MEDIA 347General Principles on Participating in Social Media to Communicate Risk 348Sharing Content via Social Media 354Engaging with Stakeholders 355Monitoring Changes in Perception via Social Media 356Guidelines for Specific Types of Social Media 358Evaluating Social Media Effectiveness 362Dealing with Fake News 364References 367Additional Resources 36920 PARTNERSHIPS 371Categories of Partnerships 372General Principles for Working in Partnership 374Working with Influencers 378Evaluating and Ending Partnerships 381References 383Additional Resources 384PART IV EVALUATING RISK COMMUNICATION EFFORTS21 EVALUATION OF RISK COMMUNICATION EFFORTS 387Why Evaluate Risk Communication Efforts? 387The Meaning of Success 388Types of Evaluations 391Conducting the Evaluation 393References 397Additional Resources 398PART V SPECIAL CASES IN RISK COMMUNICATION22 EMERGENCY RISK COMMUNICATION 401Understanding Emergency Risk Communication 402Planning for the Unexpected 409Communicating During an Emergency 436Communicating After an Emergency 448References 452Additional Resources 45623 INTERNATIONAL RISK COMMUNICATION 457Recognize the Similarities 458Account for Cultural Differences 459Look for "Your" Risk in Other Countries 461Plan for Cross-Country Communication 463References 466Additional Resources 46824 PUBLIC HEALTH CAMPAIGNS 471Understand Your Goals 472Use Research to Design Campaigns 473Use Multiple Methods to Reach People 474When Things Go Wrong 479Evaluate Success 481References 485Additional Resources 486RESOURCES 489General Risk Communication Resources 489Environmental Risk Communication Resources 491Safety Risk Communication Resources 491Health Risk Communication Resources 492Care Communication Resources 493Consensus Communication Resources 493Crisis Communication Resources 494GLOSSARY 497INDEX 501

O autorze

REGINA E. LUNDGREN is an independent consultant in risk communication, public involvement, and science and strategic communication. For more than 30 years, she has specialized in communicating environmental, safety, and health risks to lay audiences. You can learn more at her website at http://www.rlriskcom.com.

ANDREA H. MCMAKIN is a communication specialist at the U.S. Department of Energy′s Pacific Northwest National Laboratory in Richland, Washington. For more than 30 years, she has directed, taught, advised on, and carried out the communication of scientific, technical, and risk–related information.

Blurb

THE ESSENTIAL HANDBOOK FOR EFFECTIVELY COMMUNICATING ENVIRONMENTAL, SAFETY, AND HEALTH RISKS, FULLY REVISED AND UPDATED

Now in its sixth edition, Risk Communication has proven to be a valuable resource for people who are tasked with the responsibility of understanding how to apply the most current approaches to care, consensus, and crisis communication. The sixth edition updates the text with fresh and illustrative examples, lessons learned, and recent research as well as provides advice and guidelines for communicating risk information in the United States and other countries.

The authors help readers understand the basic theories and practices of risk communication and explain how to plan an effective strategy and put it into action. The book also contains information on evaluating risk communication efforts and explores how to communicate risk during and after an emergency. Risk Communication brings together in one resource proven scientific research with practical, hands–on guidance from practitioners with over 30 years of experience in the field. This important guide:

• Provides new examples of communication plans in government and industry, use of social media, dealing with "fake news," and new digital tools for stakeholder involvement and crisis communications
• Contains a new chapter on partnerships which covers topics such as assigning roles and expectations, ending partnerships, and more
• Presents real–world case studies with key lessons all risk communicators can apply.

Written for engineers, scientists, professors and students, land use planners, public health practitioners, communication specialists, consultants, and regulators, the revised sixth edition of Risk Communication is the must–have guide for those who communicate risks.