Regina E. Lundgren, Andrea H. McMakin

Risk Communication 5E

• Broschiertes Buch

Produktbeschreibung

A fully updated handbook on effectively communicating environmental, safety, and health risks

Written by two well-known risk practitioners with over twenty-five years' experience in the field, this fully updated Fifth Edition of Risk Communication: A Handbook for Communicating Environmental, Safety, and Health Risks offers sound, scientific research with practical, hands-on advice for those in the public and private sectors.

Highly accessible and easy to understand, this must-read includes real-life examples of such headline-making events as the tsunami and radiation release in Japan in 2011, the BP oil disaster in the Gulf of Mexico in 2010, and extreme weather events, along with the lessons learned from them. It offers new chapters on public health campaigns, and on the use and effectiveness of social media for risk communication purposes.

Risk Communication is divided into five self-contained parts:
Part I provides background information for understanding the basic theories and practices of risk communication
Part II explains how to plan a risk communication effort
Part III describes how to put risk communication into action
Part IV discusses how to evaluate risk communication efforts, including techniques for measuring success
Part V highlights special cases in risk communication, including disasters and other emergencies, international risk communication, and public health campaigns

An ideal introduction to the field, this book is also a welcome reference for those involved in communicating environmental, safety, and health risks in government, industry, and academia.

Produktdetails

• Verlag: Wiley & Sons
• 5. Aufl.
• Seitenzahl: 416
• Erscheinungstermin: 19. Juli 2013
• Englisch
• Abmessung: 254mm x 178mm x 22mm
• Gewicht: 779g
• ISBN-13: 9781118456934
• ISBN-10: 1118456939
• Artikelnr.: 36908589

Autorenporträt

REGINA E. LUNDGREN is an independent consultant and trainer for both government and industry who specializes in communicating environmental, safety, and health risks, and is a former research scientist for the Pacific Northwest National Laboratory in Richland, Washington. Her publications have won national awards for their usability. She has led risk communication efforts for a variety of environmental, safety, and health issues, including Superfund cleanup, cancer cluster investigation, and bioterrorism planning as well as helped design risk assessment models for stakeholder use. ANDREA H. McMAKIN is a communication specialist at the Pacific Northwest National Laboratory in Richland, Washington. She works with government and industry clients on communicating risks and other information concerning science, technology, and business. She's contributed to risk communication programs involving cancer clusters, health and environmental impacts from waste and Superfund sites, international nuclear and biological safety, worker chemical exposure, global climate change, and risk perception research.

Inhaltsangabe

LIST OF FIGURES xv LIST OF TABLES xvii PREFACE xix ABOUT THE AUTHORS xxi 1
INTRODUCTION 1 To Begin 2 The Risk Communication Process 5 Audiences,
Situations, and Purposes 6 References 7 PART I UNDERSTANDING RISK
COMMUNICATION 2 APPROACHES TO COMMUNICATING RISK 11 Communication Process
Approach 12 National Research Council's Approach 12 Mental Models Approach
13 Crisis Communication Approach 14 Convergence Communication Approach 15
Three-Challenge Approach 15 Social Constructionist Approach 16 Hazard Plus
Outrage Approach 17 Mental Noise Approach 17 Social Network Contagion
Approach 18 Social Amplification of Risk Approach 18 Social Trust Approach
19 Evolutionary Theory Approach 20 Extended Parallel Process Model Approach
20 Summary 21 References 21 Additional Resources 22 3 LAWS THAT MANDATE
RISK COMMUNICATION 23 Comprehensive Environmental Response, Compensation,
and Liability Act 24 Executive Order 12898, Environmental Justice in
Minority Populations 25 Executive Order 13045, Reduce Environmental Health
and Safety Risks to Children 26 Food and Drug Administration Regulations on
Prescription Drug Communication 28 National Environmental Policy Act 28
Natural Resource Damage Assessment 30 Occupational Safety and Health Act 30
Resource Conservation and Recovery Act 32 Risk Management Program Rule 32
Privacy Rule 32 Other Government Inducements 33 International Standards 33
North American Standards 34 Grants 34 Summary 35 References 35 Additional
Resources 35 4 CONSTRAINTS TO EFFECTIVE RISK COMMUNICATION 37 Constraints
on the Communicator 37 Organizational Constraints 38 Emotional Constraints
44 Constraints from the Audience 45 Hostility and Outrage 45 Panic and
Denial 48 Apathy 48 Mistrust of Risk Assessment 49 Disagreements on the
Acceptable Magnitude of Risk 50 Lack of Faith in Science and Institutions
50 Learning Difficulties 51 Constraints for Both Communicator and Audience
51 Stigma 52 Stability of the Knowledge Base 52 Summary 53 References 53
Additional Resources 55 5 ETHICAL ISSUES 57 Social Ethics 58 The
Sociopolitical Environment's Influence 58 The Use of the Risk Idiom 60
Fairness of the Risk 61 Consequences of Multiple Meanings 62 The Issue of
Stigma 63 Organizational Ethics 63 Legitimacy of Representation 64
Designation of Primary Audience 65 Releasing Information 66 Attitude toward
Compliance with Regulations 67 Personal Ethics 68 Using Persuasion 68 The
Role of the Communicator 68 Organizational Ethics or Personal Ethics? 69
Summary 69 References 69 Additional Resources 70 6 PRINCIPLES OF RISK
COMMUNICATION 71 Principles of Process 72 Know Your Communication Limits
and Purpose 72 Whenever Possible, Pretest Your Message 73 Communicate
Early, Often, and Fully 73 Remember That Perception Is Reality 74
Principles of Presentation 74 Know Your Audience 75 Do Not Limit Yourself
to One Form or One Method 75 Simplify Language and Presentation, Not
Content 75 Be Objective, Not Subjective 75 Communicate Honestly, Clearly,
and Compassionately 76 Listen and Deal with Specific Concerns 76 Convey the
Same Information to All Segments of Your Audience 77 Deal with Uncertainty
77 Principles for Comparing Risks 78 Use Analogies, but Do Not Trivialize
78 Use Ranges 79 Compare with Standards 79 Compare with Other Estimates of
the Same Risk 80 Compare Traits 80 Do Not Compare Risks with Different
Levels of Associated Outrage 80 Explain Reductions in Magnitude 81 Summary
81 References 81 Additional Resources 82 PART II PLANNING THE RISK
COMMUNICATION EFFORT 7 DETERMINE PURPOSE AND OBJECTIVES 85 Factors That
Influence Purpose and Objectives 86 Legal Issues 86 Organizational
Requirements 86 The Risk Itself 87 Audience Requirements 88 Checklist for
Determining Purpose and Objectives 89 Reference 90 Additional Resources 90
8 ANALYZE YOUR AUDIENCE 91 Begin with Purpose and Objectives 92 Choose a
Level of Analysis 93 Determine Key Audience Characteristics 95 Determine
How to Find Audience Analysis Information 95 Incorporate Audience Analysis
Information into Risk Communication Efforts 101 Checklist for Analyzing
Your Audience 103 References 103 Additional Resources 104 9 DEVELOP YOUR
MESSAGE 105 Common Pitfalls 106 Information People Want 107 Mental Models
108 Message Mapping and Message Development Templates 111 Health Risk
Communication 111 Crisis Communication 114 Checklist for Developing
Messages 115 References 115 Additional Resource 116 10 DETERMINE THE
APPROPRIATE METHODS 117 Information Materials 117 Visual Representation of
Risk 118 Face-to-Face Communication 120 Working with the News Media 121
Stakeholder Participation 122 Technology-Assisted Communication 123 Social
Media 125 Checklist for Determining Appropriate Methods 126 Additional
Resources 127 11 SET A SCHEDULE 129 Legal Requirements 129 Organizational
Requirements 130 The Scientific Process 130 Ongoing Activities 131 Audience
Needs 131 Reference 132 Checklist for Setting Schedules 133 12 DEVELOP A
COMMUNICATION PLAN 135 What to Include in a Communication Plan 136
Developing Risk Communication Strategies 138 Storyboarding as a Planning
Tool 138 Communication Planning Using the Comprehensive Environmental
Response, Compensation, and Liability Act (CERCLA) Approach 139 Using an
Audience Focus 140 Strategic Planning for Risk Communication 142 Checklist
for Developing a Communication Plan 143 References 143 Additional Resources
143 PART III PUTTING RISK COMMUNICATION INTO ACTION 13 INFORMATION
MATERIALS 147 Constructing Information Materials 147 Information to Be
Included 147 Organizing Material for Information Materials 150 Language for
Information Materials 150 Narrative Style in Information Materials 152
Guidelines for Specific Types of Information Materials 153 Newsletters 153
Pamphlets, Booklets, and Fact Sheets 154 Posters, Advertisements, and
Displays 154 Articles 155 Technical Reports 156 Checklist for Information
Materials 157 References 158 Additional Resources 158 14 VISUAL
REPRESENTATIONS OF RISKS 159 Design Visuals for Specific Audiences and Uses
160 Match the Visual Portrayal to the Information to be Conveyed 162
Pretest Graphics with Those Who Will Use Them 164 Using Visuals to
Personalize Risk Information 166 Comparing Risks in Visual Formats 167
Static versus Interactive Visuals 170 Depicting Probability and Uncertainty
172 Presenting Probability 172 Presenting Uncertainty 176 Probability plus
Uncertainty 177 Warning Labels 180 Consider Using Action Levels 183 Ethical
Portrayal of Risk Information 183 Using Visual Information in Group
Decision Making 187 Checklist for Visual Representation of Risk 188
References 188 Additional Resources 190 15 FACE-TO-FACE COMMUNICATION 193
Constructing Face-to-Face Messages 194 Choose the Appropriate Spokesperson
194 Give the Audience Something to Take Away 197 Reinforce Your Message
with Visual Aids 197 Speak in the Language of the Audience 197 Do Not
Promise What You Cannot Deliver 197 Guidelines for Specific Types of
Face-to-Face Communication 198 Speaking Engagements 198 Speakers Bureaus
199 Tours and Demonstrations 200 Video Presentations 201 Audience
Interviews 203 Information Fairs 203 Training 204 Checklist for
Face-to-Face Communication 205 References 206 Additional Resource 206 16
WORKING WITH THE NEWS MEDIA 207 The Roles of the News Media in Risk
Communication 207 News Media Contrasted with Other Stakeholders 209
Productive Interaction, Not Polarization 209 Understanding "Cultural"
Differences 210 The News Media Are Event Focused 211 Certain Kinds of Risks
Get More Coverage 211 Journalistic Independence and Deadlines Affect
Content 211 The Need for Balance Invites Opposing Views 212 Information Is
Condensed, Simplified, and Personalized 212 Guidelines for Interacting with
the News Media 213 Develop Relationships with Local and Regional News Media
Representatives 213 Know When to Approach Media Representatives or When
They May Approach You 214 Prepare Messages and Materials Carefully 214 Know
Where to Draw the Line 216 Put Your Message in Terms That the Reporter's
Audience Can Understand 216 Put the Risk in Perspective 217 Respect the
Reporter's Deadlines 218 Maintain Ethical Standards of Disclosure 218 Take
Action When Inaccurate or Misleading Material Is Published or Aired 219
Evaluate News Media Coverage 219 Using Technology 220 Distribution Services
220 Video and Audio News Releases 221 Public Service Announcements 221
Telebriefings 222 Social Media 223 Checklist for Working with the News
Media 223 References 224 Additional Resources 225 17 STAKEHOLDER
PARTICIPATION 227 Requirements for Stakeholder Participation 228
Organizational Requirements for Successful Stakeholder Participation 228
Stakeholder Requirements for Successful Participation 229 Guidelines for
Specific Types of Stakeholder Participation Activities 230 The Formal
Hearing 231 Group Interactions 232 Interactions Involving Risk Assessment
237 Interactions Involving Decision Making 238 Interactions Involving Risk
Management 243 Evaluating Stakeholder Participation Based on Your Situation
245 Checklist for Stakeholder Participation 246 References 248 Additional
Resources 249 18 TECHNOLOGY-ASSISTED COMMUNICATION 251 Choosing
Technology-Based Applications 252 Workplace Risk Communication 253
Computer-Based Training 253 Informing Employees about Risks 255
Web-Delivered and Stand-Alone Multimedia Programs 257 Online Multimedia
Tools 258 Mobile Platforms 259 Web and Satellite Broadcasts 260 Traditional
Electronic Forums 262 Interactive Multimedia Programs in Public Places 263
Technology in Care Communication 265 Technology in Consensus Communication
269 Websites 269 Local Area Networks, Extranets, and Bulletin Boards 270
Tracking and Analyzing Comments and Responses 271 Facilitating Group
Decision Making 272 Technology in Crisis Communication 273 Websites, Wired,
and Wireless Technologies 273 Emergency Planning and Training Tools 274
Checklist for Technology-Assisted Communication 278 References 278
Additional Resources 279 19 SOCIAL MEDIA 281 General Principles on
Participating in Social Media to Communicate Risk 282 Determining Audience
for Social Media 283 Organizational Barriers to Social Media Adoption 284
Sharing Content via Social Media 287 Engaging with Stakeholders 288
Monitoring Changes in Perception via Social Media 289 Guidelines for
Specific Types of Social Media 290 Social Networking Sites 290
Microblogging 292 Blogging and Podcasts 293 Video-, Image-, and
File-Sharing Sites 294 Mapping 294 Mobile Phones 295 Evaluating Social
Media Effectiveness 295 Checklist for Social Media 296 References 296
Additional Resources 297 PART IV EVALUATING RISK COMMUNICATION EFFORTS 20
EVALUATION OF RISK COMMUNICATION EFFORTS 301 Why Evaluate Risk
Communication Efforts? 301 The Meaning of Success 302 Types of Evaluations
304 Conducting the Evaluation 306 Checklist for Evaluating Risk
Communication Efforts 308 References 309 Additional Resources 310 PART V
SPECIAL CASES IN RISK COMMUNICATION 21 EMERGENCY RISK COMMUNICATION 313
Understanding Emergency Risk Communication 314 Emotions and Public Actions
315 Credibility and Trust 316 Planning for the Unexpected 318 Preparing
Your Organization 318 Teaming with Other Organizations 322 Working with
Communities in Advance 323 Determining Appropriate Communication Methods
324 Developing an Emergency Risk Communication Plan 328 Communicating
during an Emergency 333 Emergency Operation Centers 336 Working with the
Media in an Emergency 337 Hotlines 340 Communicating after an Emergency 342
Checklist for Emergency Risk Communication 344 References 345 Additional
Resources 348 22 INTERNATIONAL RISK COMMUNICATION 349 Recognize the
Similarities 350 Account for Cultural Differences 350 Look for "Your" Risk
in Other Countries 352 Plan for Cross-Country Communication 353 Checklist
for International Risk Communication 355 References 356 Additional
Resources 357 23 PUBLIC HEALTH CAMPAIGNS 359 Understand Your Goals 360 Use
Research to Design Campaigns 360 Use Multiple Methods to Reach People 361
News Media 361 Paid Placements and Independent Coverage 362 Online
Interventions and Social Media 363 Other Methods 364 Evaluate Success 364
Checklist for Public Health Campaigns 366 References 366 Additional
Resources 367 RESOURCES 369 General Risk Communication Resources 369
Environmental Risk Communication Resources 370 Safety Risk Communication
Resources 371 Health Risk Communication Resources 371 Care Communication
Resources 372 Consensus Communication Resources 372 Crisis Communication
Resources 373 GLOSSARY 375 INDEX 379

Rezensionen

"Even though this is written specifically for an American audience, it is a proper handbook with many checklists, references and examples which should help anyone who may need to communicate risk to do so in an organised and effective manner." (RoSPA Occupational Safety & Health Journal, 1 February 2014)