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The public in the United States doesn't speak with a
single voice. They have very different perspectives […]
If you want to engage the public effectively, you've
got to start where they are—not where you are.
Public Perspectives
— Anthony Leiserowitz,
Director of the Yale Project on
Climate Change Communication](https://image.slidesharecdn.com/gcg-dean-180604002134/85/Communicating-Flood-Risk-Using-Esri-Story-Maps-4-320.jpg)
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Communicating Flood Risk Using Esri Story Maps
- 1. Communicating Flood RiskUsing Esri Story Maps
- 2. 2 Presentation Outline • Introductionto Behavioral Science • Value of storytelling • What is a story map • Case Studies • Annapolis, Maryland • FEMA Flood Risk Products • Lycoming County, Pennsylvania • Story map best practices
- 3. 3 INTRO TO BEHAVIORALSCIENCE From a non-expert!
- 4. 4 The public inthe United States doesn't speak with a single voice. They have very different perspectives […] If you want to engage the public effectively, you've got to start where they are—not where you are. Public Perspectives — Anthony Leiserowitz, Director of the Yale Project on Climate Change Communication
- 5. 5 Cognitive Biases Courtesy ofOgilvy Public Relations and • Our brains are complicated! • Understanding how our brains receive and process information helps understand people’s motivations and how they may think about and receive information regarding their risks • Awareness of the cognitive biases and heuristics that will affect how each community member thinks about risk is critical to effectiveness.
- 6. 6 Cognitive Bias -The Ikea Effect http://ideasnet.blogspot.com/2015/05/day-9-other-side-of-ikea-effect.html
- 7. 7 Resilience Requires BehaviorChange Data Knowledge Action
- 8. 8 Information Deficit Model– A Misconception!!!!!!
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- 10. 10 Science of Stories Character-drivenstories consistently cause the synthesis of OXYTOCIN, the chemical produced when we are trusted or shown a kindness, and it motivates cooperation with others. Harvard Business Review 2014
- 11. 11 The Need forStorytellers • To emotionally feel what other human beings feel that we haven't, in order to live another's pain, joy, heartache, love, etc. (empathy) • To see ourselves in a story: our profession, our position in life • To entertain • To entice, provoke, intellectually stimulate • To inspire
- 12. 12 Hurricane Sandy Facts •Death toll of 245 • Made landfall on October 29, 2012 in Atlantic City, NJ • Caused close to $62 billion in damage in the United States • At the height of the storm, over 7.5 million people were without power. • Scientists calculated that coastal wetlands prevented as much as $625 million in property damage.
- 13. 13 My Hurricane SandyStory Photo: Mel Evans, AP
- 14. 14 Value of Storytelling Betterthan fact sharing! There are powerful stories to tell about how communities can drive mitigation action. Stories are… More memorable More powerful More persuasive More effective
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- 16. • Esri StoryMaps are web applications that let authors combine maps with narrative text, images, and multimedia, including video. • Designed to be attractive and usable by anyone, which makes them a powerful communication tool for education and outreach. 16 What is a Story Map?
- 17. 17 Story Map TripleThreat • Stories put people in a receptive frame of mind. • People respond to visual stimulation. • Maps communicate in a way that is familiar and universally appealing.
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- 19. 19 Questions to Answer •What is the purpose of the story map? (Purpose) • Who are we trying to influence? (Who) • What do we want them to DO as a result of this story map? (Call to Action) • What will help people to KNOW this? (Know) • What will help people FEEL this? (Feel)
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- 21. 21 Development Process • Purpose:Develop a product to enhance outreach and engagement regarding cultural resources and flood risk. • Who: Residents, local officials, local stakeholders, city staff, resilience community • Call to Action: Support mitigation actions and political decisions which encourage proactive hazard mitigation planning. Provide input into decision making. Get involved. • Know: Approachable language, relevant references, events calendar, etc. • Feel: Interactive map tour, compelling flooding imagery, crowdsourcing, google surveys, etc.
- 22. 22 Creating an Understanding- Empathy
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- 28. 28 CASE STUDIES FEMA: FloodRisk Products FEMA: Learning from Lycoming
- 29. 29 FEMA Flood RiskProducts Story Maps
- 30. 30 Development Process Purpose: • Communicatea general awareness of the data and information available through FEMA’s Flood Risk Products • Convey flood risk products datasets can be a valuable tool for visualizing and understanding a community’s flood risk and for informing decisions Who: Community officials & staff, local floodplain administrators, public works, and all audiences. Call to Action: • Interact with the subsequent Lycoming County, PA case study. • Know where and how to access their community’s Flood Risk Products. Know: Approachable language, relevant references, custom infographics, etc. Feel: Compelling imagery, communicating a success story, relatable storylines
- 31. 31 Flood Risk ProductsOverview
- 32. 32 Flood Risk ProductsOverview
- 33. 33 Flood Risk ProductsOverview
- 34. 34 Flood Risk ProductsOverview
- 35. 35 Flood Risk ProductsOverview
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- 38. 38 Flood Risk ProductsOverview
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- 42. 42 Flood Risk ProductsOverview
- 43. 43 Flood Risk ProductsOverview
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- 45. 45 Have a GoodStory to Tell
- 46. 46 Don’t Just DataDump http://smartcalling.com/dont-data-dump-prospects/
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- 48. 48 What we thinkit looks like! What it really looks like! Brainstorm & Draw it Out
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- 50. 50 Be Interesting ANDInformative images.huffingtonpost.com/2014-03-06-informativeinterestingrelevant-thumb.png
- 51. 51 Avoid Linking toOutside Websites www.encognitive.com/node/18369
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- 55. 55 Most Important Lessonfor Risk Communication
- 56. 56 Communication is Imperfect Effectivecommunication is inherently imperfect because we as human beings are imperfect.
- 57. 57 Create a Connection Nomatter the subject, your goal is not simply to educate and inform. Your goal is to establish a commonality, to create a connection, and to compel your audience to act. http://www.jaxxsunconsulting.com/daari-part-2-action/
- 58. 58 Communication is aPathway to Influence Influence: the power or capacity of causing an effect in indirect or intangible ways -Merriam Webster- https://azmenatwork.wordpress.com/2012/02/07/person-of-influence/
- 59. 59 Become an Influencer Asa communicator, your goal is not to strive for excellence, but rather to strive for influence.
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Editor's Notes
- #5 At the very heart of our program is the commitment to building relationships, not “outputs.” Our approach puts the community leader and the residents they care about at the center of how we approach each unique project. This is a very big shift for FEMA, whose model has been focused on outreach and engagement around “the process” – rather than focusing on the best relationship and partnership that will create lasting commitment, understanding, and movement.
- #6 In our experience, though, there is a gap between identifying action and actually advancing action. Communities either don’t fully grasp or won’t acknowledge their risk, don’t feel like they have the capacity to do something about it, or they simply do not know how to navigate the system. This isn’t just our experience, though. The basics of human behavior really shows us that information alone does not change how concerned people are about their risk. Humans, in our lizard brains, do not make rational choices in line with their best interests. There are some key behavioral economics principles that govern why we act, and hint at why taking action to reduce risk is so hard. People believe that if a major flood hasn’t happened recently, it won’t happen in the future. They judge future risk based on past experience – and on how things are now. They are really, really convinced that hazards are more likely to strike others – and that those others will do something about it. People also just default to doing nothing, and they care about what they want immediately instead of what is good for them in the long term.
- #7 The more we are involved in creating something (like putting together a piece of Ikea furniture) the more we value it. We love it more because we made it.
- #8 Data does not equal knowledge does not equal action. Human beings learn and relate to things emotionally, with storytelling, and so on. Keeping this in mind helps to remember that collaboration, showing/not telling, and leading with "why we should care", and then reinforced by the data/facts has been shown to help bridge gaps in understanding. Advancing resilience requires us to overcome our lizard brains to define and personalize risk, to help people understand the consequences of risk, demonstrate what resilience looks like, identify and reduce barriers, promote self-efficacy, and sell success and normalize resilience as the default desired state. Our challenge is to move non-technical decision-makers from awareness to action by providing a catalyst to make risk more relevant and inspire them to seek answers about how to mitigate their communities’ flood risks.
- #14 Jet Star Roller Coaster – Seaside Heights