The document discusses risk communication strategies and tools. It recommends keeping messages concise using the "27/9/3" rule of 27 words, 9 seconds, and 3 messages. It also recommends message mapping to organize key messages and supporting facts. Additional tools include using an average reading level four grades below the audience ("AGL-4"), addressing negative messages, and preparing for predictable questions. The goal is to enhance understanding, build trust, and encourage appropriate behaviors during times of risk and uncertainty.

1. Risk Communications
o Science based
o Often dealing with multiple messages
n About the nature of risk
n Expressing concern
n Opinions and reactions
A process, not a message
Wednesday, April 13, 2011

2. Risk Communications and Message
Mapping Goals
o Enhance knowledge and understanding
o Build trust and credibility
o Encourage appropriate behaviors and levels of
concern
Wednesday, April 13, 2011

3. Why Use Risk Communications?
“There is a massive difference between a crisis
and a catastrophe … the effects of media
coverage on public perception could be the
deciding factor between the two.”
Barbara Cochran
Radio Television News Directors Foundation
Wednesday, April 13, 2011

4. Communications Tools
27/9/3 AGL – 4
Message Maps 1N = 3P
CCO IDK
Source: Center For Risk Communication
Wednesday, April 13, 2011

5. 27/9/3
27 words
9 seconds
3 messages
This is what your audience can successfully
process
Simple
Declarative
Statements
Source: Center For Risk Communication
Wednesday, April 13, 2011

6. Message Mapping - Core Concepts
o When people are stressed, they
n Want to know that you care before they care what
you know
n Have difficulty hearing, understanding, and
remembering information
n Focus most on what they hear first and last
Wednesday, April 13, 2011

7. Message Map
Concern
Message 1 Message 2 Message 3
Supporting Supporting Supporting
Fact 1.1 Fact 2.1 Fact 3.1
Supporting Supporting Supporting
Fact 1.2 Fact 2.2 Fact 3.2
Supporting Supporting Supporting
Fact 1.3 Fact 2.3 Fact 3.3
Source: Center For Risk Communication
Wednesday, April 13, 2011

8. Message Map
West Nile Virus
Message 1 Message 2 Message 3
9 Words on Average 9 Words on Average 9 Words on Average
Supporting Supporting Supporting
Fact 1.1 Fact 2.1 Fact 3.1
Supporting Supporting Supporting
Fact 1.2 Fact 2.2 Fact 3.2
Supporting Supporting Supporting
Fact 1.3 Fact 2.3 Fact 3.3
Source: Center For Risk Communication
Wednesday, April 13, 2011

9. West Nile Virus Message Map
Key Message:
Remove Wear Use
standing water protective clothing insect repellent
Unattended
Supporting Supporting Supporting
Fact 1.1
swimming pool/ Fact 2.1
Long sleeves Fact 3.1
DEET
old tires
Supporting Flower pots/ Supporting Supporting
Fact 1.2 Fact 2.2
Long pants Fact 3.2
23%
bird bath
Supporting Supporting Supporting
Fact 1.3
Cat/dog dishes Fact 2.3
Dusk and dawn Fact 3.3
No substitutes
Source: Center For Risk Communication
Wednesday, April 13, 2011

10. CCO
Compassion and show empathy
Conviction that you and
your team can do the job
Optimism tempered by reality
Source: Center For Risk Communication
Wednesday, April 13, 2011

11. AGL – 4
Average grade level minus four
o In a high stress situation shift your message
n From the average grade level of the audience:
AGL
n To the average grade level of the audience minus
four: AGL – 4
o This helps address mental noise problems
Source: Center For Risk Communication
Wednesday, April 13, 2011

12. 1N = 3P
o 1N = 3P (Negative Dominance)
n In high stress situations, one negative message
requires three or four positives ones to offset
listeners perception
o Avoid absolutes
o (e.g., never, always)
o Avoid unnecessary negatives
o (e.g., no, not, never, nothing, none)
Source: Center For Risk Communication
Wednesday, April 13, 2011

13. IDK: I Don’t Know
o It is OK not to have the answer
o Do not risk your credibility by creating an
answer
Source: Center For Risk Communication
Wednesday, April 13, 2011

14. IDK Template
o Repeat the question, unless there is an accusation
o Say you don’t know, or:
n Can’t answer
n Wish you could answer
o Give the reason(s) why you don’t know or
can’t answer
o Indicate follow-up with a deadline
o Bridge to what you can say, such as core messages
Source: Center For Risk Communication
Wednesday, April 13, 2011

15. Messaging Predictability
o When people are stressed or concerned, they
tend to ask the same kinds of questions
n Most concerns can be predicted in advance
o “77 most frequently asked questions by
journalists in a disaster” (handout)
o “65 most frequently asked questions about
bird flu and pandemic (pandemic.gov)
o “200 most frequently asked questions about
water contamination” (www.epa.gov/hsrc)
Wednesday, April 13, 2011

16. Trust Factors
in High Stress Situations
Competence & Expertise
Honesty & Openness
Listening, Caring, Empathy, Compassion
All Other Factors
17%
Assessed
in rst 9-30 50% 17%
seconds
17%
Source: Center For Risk Communication
Wednesday, April 13, 2011

17. Non-Verbal Communication
o Before they judge the message people judge
the messenger
o People judge the messenger primarily in terms
of trust
o Trust is judged primarily through what you
do, how you look and what you say
Wednesday, April 13, 2011

18. Communications Tools
27/9/3 AGL – 4
Message Maps 1N = 3P
CCO IDK
The majority (>90%) of all questions can be
anticipated… plan ahead and prepare
Source: Center For Risk Communication
Wednesday, April 13, 2011