愤怒 - peter sandman and jody lanard risk communication.ppt

[PLEASE TRANSLATE THIS SLIDE! THANKS!]Overview of Presentation – August 29-30 (Days 2 and 3) 1. Review and exercise: What kind of risk communication do you need when… Crisis communication: How bad is it? How sure are you? Exercise: early bad news, very uncertain. Dealing with emotions in crisis Exercise: the situation gets worse. Involving the public Acknowledging errors and misimpressions Barriers to doing “good risk communication” -- discussion Evaluating your risk communication But a couple days later, under government pressure, mining officials admitted on television that company failures were to blame as well. A company letter stated: The Company was overconfident, had a lack of crisis awareness and didnt properly handle the balance between economic efficiency, ecological benefit and public interest.” [Quote and photo from July 20, 2010, Wall Street Journal [PLEASE TRANSLATE THIS SLIDE! THANKS!]“Why are people afraid of the wrong risks?” Some risk communication history The 0.2 correlation between whether a risk is dangerous and whether it frightens (or angers) people “Risk” is defined in two completely different ways by experts and by everyone else! * …And all the reporters laughed. They recognized her “signature” style of giving reassuring news – always with a note of caution at the end. Why put the reassuring information at the start, and end on a note of caution? [Paragraph from the Crisis Comm I handout: Summarize or read: “When giving reassuring information to frightened or ambivalent people, it is helpful to de-emphasize the fact that it is reassuring. “Even though we haven’t seen a new case in 18 days, it is too soon to say we’re out of the woods yet.” This is particularly important when the news is good so far, but there may be bad news coming. Practice converting one-sided reassurances into two-sided good-news bad-news combinations until the technique comes naturally.”] * * * Xinhua reported: “Audiences saw a t