Understanding outrage: a thought experiment

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This document discusses the relationship between risk perception and outrage. It notes that risk is determined by both the hazard itself as well as the level of outrage people feel towards that hazard. The document suggests that outrage plays a significant role in how risky people perceive a situation to be and that outrage can be influenced by factors beyond just the hazard. The cold crisis website is referenced for further information.

Business

Understanding
Outrage
By Rusty Cawley, APR| TheColdCrisis.com

Any risk controversy will challenge an organization to design messages that stakeholders can understand and accept—even when they are under high stress. The solution is to develop “a limited number of key messages that are brief, credible, and clearly understood” (Covello, Minamyer & Clayton, 2007). This presentation offers an introduction to the message map, which is our primary tool for managing an organization's messages to stakeholders during a high-stress event, such as an outbreak of foodborne illness that triggers a product recall.

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