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Risk perception: thinking vs. feeling

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Rusty Cawley, APR
Rusty Cawley, APR

The risk communicator works in the territory where "how people think" intersects with "how people feel" about any particular hazard.

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Risk perception: thinking vs. feeling * Rusty Cawley, APR | TheColdCrisis.com * Condensed from the National Center for Food Protection and Defense’s “Risk Communicator Training for Food Defense Preparedness, Response & Recovery,” module 1, topic 2.
‘U-phoria’ An exercise in risk perception from the NCFPD
Introducing … U-phoria! • Developed by a leading university. • Took 16 years to develop. • Provides a boost in short-term memory. • Pleasant feeling during times of stress. • Lasts 24 to 36 hours. • Multiple trials.
Questions?
Yes!
Please remain standing if you are willing to take U-phoria if the odds of the side effect are …
1 in a billion?
1 in a million?
1 in 100,000?
1 in 1,000?
1 in 100?
An absolute certainty?
The perception of risk varies with the individual who is considering the risk.
Three basic concepts 1. Everything involves risk. 2. We cannot achieve zero risk. 3. Options exist for managing risk.
Thinking Hazard Probability Feeling Consequences Value
Thinking •Hazard •Probability Feeling •Consequences •Value
•Crisis communication •Outrage management •Precaution advocacy Risk = Hazard + Outrage
Crisis communication ‘Let’s get through this together.’ Hazard Outrage
Outrage management ‘Let’s work together to find a solution.’ Hazard Outrage
Precaution advocacy ‘Watch out!’ Hazard Outrage
TheColdCrisis.com

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Risk perception: thinking vs. feeling

Editor's Notes

  1. A stakeholder is anyone who …