Post on 15-Jul-2020
transcript
IAEAInternational Atomic Energy Agency
Workshop C
Public Communications
International Conference on Global Emergency Preparedness and Response
19-23 October 2015
Vienna, Austria
P. Meschenmoser, Incident and Emergency Centre
IAEA
Objectives of Public Communications
“Experience from nuclear and radiological emergencies highlights
public communication as one of the most important challenges in
emergency management. Sometimes, an event is not considered an
emergency to experts or responders but is perceived very differently
by the general public.
Communicating effectively with the public about radiation emergencies
is key to successful emergency management. It will help mitigate the
risks, support the implementation of protective actions, and
contribute to appeasing negative psychological impacts.”
- Communication with the Public in a Nuclear or Radiological Emergency
(EPR-Public Communications, 2012)
IAEA
Risk Perception
“What we had done to these people was just
outrageous. We had frightened them so bad,
they thought they were going to die.”
U.S. Nuclear Regulatory Commission official
describing government communication
during the Three Mile Island event
IAEA
To get started!
Pictures
freedigitalphotos.net / Phil Thebault /
freedigitalphotos.net / patrisyu
flickr.com/photos/doobybrain/
IAEA
Public Response
• Public thinks differently about radiation risks
than experts
• Public perceives and responds to risky
situations based on emotion – in addition to
facts. What matters most is how those facts are
perceived
• Emotion may play a bigger role in the way
people perceive risks, than reason and rational
thinking
IAEA
Risk Perception Characteristics
• Nuclear and radiological risks feel more
frightening to the public
• Even when scientific facts show a risk is low,
psychological characteristics play a large role in
how people perceive the situation
• These characteristics must be acknowledged in
order to effectively manage public behavior
IAEA
Key Characteristics
• Media attention
• Understanding
• Familiarity
• Scientific certainty
• History / Stigma
• Onset of effects
• Reversibility
• Availability of information
• Voluntariness
• Control
• Benefits
• Fairness of risk distribution
• Nature of risk
• Catastrophic potential
• Personification
• Personal participation
• Uncertainty
• Awareness
• Fear
• Influence on children and future
generations
IAEA
Challenge of Public Communications
• Scientists and experts quantify risks using
measurements, research and other data
• The public quantifies risks using subjective
factors, mainly:
• familiarity, natural or man-made, voluntary or
imposed, dread, degree of control, fairness of
risk: psychosocial aspects!
• Coordination
• Plain language
8
IAEA
Trust = Influence
• In the communicator
• In the organization supposed to protect the public (the regulator)
• In first responders
• In the organization creating the risk (the radiological facility)
Robert C
ouse-B
aker/flic
kr.c
om
IAEA
Key Aspects to Create Trust
• Honesty, even when there is risk or mistakes have
been made
• Avoid secrets
• Dialogue and respect for audience feelings must
be sincere
• Avoid telling people how they should feel.
That’s up to them
• Do not over-reassure. Beware the Fear of Fear
IAEA
Keep it Plain and Simple
• Use plain
language
• Use
comparisons
carefully
11
IAEA
Messages
• Transparent
• Timely
• Objective
• Factual
• Relevant
• Accurate
• Clear
• Credible
12
IAEA
C4 Approach
•Compassion
•Control
•Commitment
•Care
13
IAEA
Public Communications Planning
14
IAEA
Organization and Structures I
Incident Commander
Incident Commander
Public Information
Officer/Group
Public Information
Officer/Group
Safety OfficerSafety Officer
Planning Section
Planning Section
Branch(es)Branch(es)
Team(s)Team(s)
Operations Section
Operations Section
Finance and Administration
Section
Finance and Administration
Section
Logistics SectionLogistics Section
IAEA
Organization and Structures II
Lead PublicInformation
Officer
Lead PublicInformation
Officer
MediaRelations and
Monitoring
MediaRelations and
Monitoring
InternalCommunications
InternalCommunications
Strategic Planning and
Writing
Strategic Planning and
WritingNew MediaNew Media
Public Relations
Public Relations
LiaisonOfficers to
Planning andOperations
LiaisonOfficers to
Planning andOperations
SpokespersonSpokesperson
16
IAEA
Identify Your Audiences
• “General public” notion is not accurate;
• Each group has specific interests, priorities and information needs;
• Audiences must be identified prior to emergency;
• Directly affected groups require detailed information on risks and responses;
• Indirectly affected groups need tailored information to reduce risks and fears.
IAEA
Use All Your Channels
Controlled channels
Organization-
controlled
Printed products
Public information
services
Internet websites
Telephone
hotlines
Video materials
Mass media-
controlled
Broadcast media
Print media
Online media
Uncontrolled channels
Public meetings
Online chat rooms
Blogs
Social media
SMS
Online video sharing
18
IAEA
Spokesperson
• A critical strategic decision
• One spokesperson should be designated to
respond to media
• Experts who are good communicators
• Authoritative and credible
19
IAEA
Media relationships
• Identify key media in advance
• Earn media’s trust
• Exchange and maintain contact information
• Proactive media relations
• Meet with reporters or editors
• Include in exercises
• Periodic updates about your organization or activities
• List where media can get new information on topics they
are interested in
20
IAEA 21
“Dark” Emergency Website
IAEA
Circumstances
Context
Risk Perception
Characteristics
Audiences Channels Spokesperson Actions/Messages
Facts, history,
summarize issues.
Facts and context
about issue in
general . Have
similar incidents
occurred in the
past? When? What
were the
consequences?
Note details of
current relationship
with stakeholders
(good, bad,
controversial,
cooperativeH)
Note political
realities in local
communities.
Based on facts in
column 1, list risk
perception factors
are involved in the
emergency?
List all relevant
factors in order of
priority.
Who are your
audiences?
Which relationships
are most important?
Identify special
populations.
List the various
ways to reach each
audience: news
conferences, press
releases, websites,
social media,
“kitchen-table”
meetings, public
meetings, phone
callsH
Determine who will
be talking.
Spokesperson
should have
authority and
expertise.
Based on all
columns, enter here
what you will say.
Example: if “trust”
is a perception
factor, determine
how you will directly
address it.
Copyright, Ropeik & Associates
Time_________
Date_________Risk Communication Planning
IAEA
EPR-Public Communications (2012)
iec.iaea.org
23
IAEA
EPR – Public Comms Plan (2015)
24
IAEA
Thank you! Questions?