Date post: | 22-Apr-2015 |
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Warnings: What Works, What Doesn’t and Whyand Why
Dr. Robert Chandler, Ph.D.Director, University of FloridaMarc LadinChief Marketing Officer, Everbridge
About Everbridge• Everbridge empowers better decisions with
interactive communications throughout the incident lifecycle to protect your most important assetsassets
• The world’s recognized leader in incident notification and management solutions
• Everbridge helps more than 30 million people communicate in a crisis and connect on a daily basis.
• The company’s notification platform is backed by an elastic infrastructure model that delivers near infinite scale, advanced mobile connectivity, and real-time reporting and
l tianalytics.
• More than 1,000 organizations in over 100 countries rely on Everbridge for their emergency needsemergency needs
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Agenda Are you on Twitter? Follow t @ b id d t t
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P t 1 P t ti
us at @everbridge and tweet insights with your friends during the webinar using the hashtag #everbridge
Part 1: Presentation• Best practices for message construction• Communication planning tips and goalsCommunication planning tips and goals• Message delivery strategies
Part 2: Q&A
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Q&A Note: Presentation slides are available on our Slideshare account at: http://www.slideshare.net/everbridge
Use the Q&A function to
b itsubmit your questions.
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Bracing for the 2010 Hurricane SeasonWarnings: What WorksHurricane Season
Dr Robert Chandler
Warnings: What Works, What Doesn’t and Why
Dr. Robert ChandlerUniversity of Central Florida
Warnings Often Fail to “Work”Warnings Often Fail to Work• Scientific research on the efficacy of warnings of risk
began in the 1950s greatly expanded in the 1980sbegan in the 1950s, greatly expanded in the 1980s
due to the increasing number of product liability cases
• In general, the empirical research findings bear
out the theoretical and conceptual studies carried
out by communication studies scholars as well
as sociologists anthropologists and designersas sociologists, anthropologists, and designers
• They demonstrate that the effect of a warning message on a person's behavior is unpredictable: although a warning can be noticed, read, and acted upon it is just as likely to be missed ignored or have an effectacted upon, it is just as likely to be missed, ignored, or have an effect opposite to the one intended
• Compliance is rarely found above 50% of participants, and in some cases it i l th 25%is lower than 25%
No Automatic Compliance For WarningsNo Automatic Compliance For Warnings• Studies demonstrate over and over again that there is no “sure fire” warning
message that consistently ensures compliance• Risk warning communication — whether on consumer products, labels,
signposts or documents —a re too often inadequate and ineffective, because their design does not take into account the many psychological and socio-psychological factors involved in producing an effective warning message
These include (and there are others):These include (and there are others): • the number of warnings a person is exposed to • the past experience of the person • the motivation and interest of the personthe motivation and interest of the person • the person's perception of the likelihood of the risk • the person's attitude toward risk • the perceived cost or effort involved in compliance• the perceived cost or effort involved in compliance
(including actually reading the warning notice itself)
Guidelines and Key Message FactorsGuidelines and Key Message Factors
• Risk communication messages are an important
aspect for any response. Such messages are
designed to communicate warnings, threats,
consequences dangers and specific/generalconsequences, dangers, and specific/general
behavioral guidelines/requests to key audiences
• These messages typically seek
comprehension, understanding,
and some level of behavioral
compliance from the individuals
targetedtargeted
Risk Warnings Often Fail to WarnRisk Warnings Often Fail to Warn• Unfortunately, warnings often fail to change people's behavior. Either the
warning goes unnoticed or as increasingly happens the warning is seen but
• For many years designers focused their
warning goes unnoticed, or, as increasingly happens, the warning is seen but ignored
• For many years, designers focused their concern on sensory aspects of warnings: color, shape, location, pictures vs text size and so onpictures vs. text, size and so on. However, research suggests that effective warning messages depend as
h th t t f th i 'much on the contents of the viewer's head as on the contents of the warning message
Analyze the Target AudienceAnalyze the Target Audience
• You can’t communicate effectively without understanding your intended audience and are able to predict how they will understand and respond toaudience and are able to predict how they will understand and respond to your messages:• Languages
V b l• Vocabulary• Interpretation (including reading between
the lines)C h i d d i i ki• Comprehension and decision making processes
• Valence and Salience
• There is no substitute for assessing and analyzing the people in the intended target audience how they would interpret a message, before
l i it t th ldreleasing it to the world
Never Withhold Key Warning InformationNever Withhold Key Warning Information
• One often hears "experts" predict mass panic in an emergency. Yet
studies since the London blitz during World War II through the 9-11
events have shown that people behave responsibly, even bravely, in
crisescrises
• The duty for risk disclosure outweighs the fear of negative response
• Transparency and honesty builds your credibility and increases the
likelihood that your messages will be received and considered
Warning EffectivenessWarning Effectiveness The problem with warnings is that they often fail to actually warn those at risk
• Key for Effective Warnings• Deliver the Warning• Attention to the Warningg• Selection (elaboration) of the Warning
• Valence• Salience• Salience
• Perception/Processing of the Warning• Language
V b l• Vocabulary• Decision-making orientations
• Behavioral Reponses (Action) to the Warning
Ensure That You Connect With Your AudienceEnsure That You Connect With Your Audience• Achieving and sustaining effective communication with your target audiences depends (in part) on selectingaudiences depends (in part) on selecting channels (modalities) of communication that will reach them and allow them to reach back to youreach back to you
• There are options to enhance the effectiveness and success of communicating risk warning messages including new emerging modalities
• Consider both your messages and your target audiences in selecting the most appropriate communication
tifi ti tnotification systems
Perception/Processing of the WarningPerception/Processing of the Warning
• Once the warning is
perceived, the respondent
must properly understand its
meaning
• Warning messages should be
clear and easily understoodclear and easily understood,
but it is difficult to ensure
clarity for several reasons;
Sentences may be poorly
constructed or contain words
that are unfamiliar
Sometimes People Ignore WarningsSometimes People Ignore Warnings
• Another reason that warnings are often
ineffective and misunderstood is that they
are designed by people who already know
about the hazard and are highly familiar withabout the hazard and are highly familiar with
the events, processes, and procedures
• These designers are too often unable to put
themselves in the place of a naive user who
approaches the product for the first time
W i h ld b t t d t i l• Warnings should be tested on typical
audiences in advance of an actual crisis or
disaster
Behavioral Reponses to the WarningBehavioral Reponses to the Warning• Even if the respondent understands
the warning they still may not comply• One common reason is that people
perform a mental cost-benefit analysis where perceived likelihood and severity of the hazard are weighed against cost of compliance
• Any factors which increase• Any factors which increase cost or reduce perceived risk (such as product familiarity) will hurt compliancecompliance
• It is imperative to understand the decision making orientation of your target audiences in order to create messages with higher propensity to g g p p ytrigger appropriate behavioral responses
Overload and FamiliarityPeople who have experienced events or warnings many times with no
ti ( d iblnegative consequences (and possibly know of other people who have had similar experiences) will be less likely to
l ith icomply with warnings
Psychological DispositionsPsychological Dispositions
• People who see a warning must decide whether or not to comply, however, "warning targets" (people for whom the warning is intended) are not blanks slates but rather start with a mental framework that leads them to process information in particular ways
• Warnings must “fit’ the gpreconceived assumptions and expectations and frames of the audiences
More Effective Warning MessagesMore Effective Warning Messages• There is more to creating effective warnings than choosing the right
modality format color size location and font or even the right messagemodality, format, color, size, location and font or even the right message
• It is imperative to understand what the target audience member is trying to
achieve and how the warning affects attainment of those goalsachieve and how the warning affects attainment of those goals
• Crisis communication planners must consider the decision calculations that the
respondent is likely to perform
• Crisis communication planners must consider the audience experience and
knowledge and how they interact with their social world
Tailor the Warning Message to Target the A di
It makes little difference if you headed your warning with:
Audience
or
and put the wording of the warning in big bold print and placed it within a black-bordered box
These graphic devices may seem to you to make your warning noticeable to people, but it does not appear to do sop p , pp
Perception is RealityPerception is Reality
• A warning message is only
perceived as a warning- when it is
part of the “conversation” between
the message and its audience
• A warning must speak to the
reader taking into consideration:reader, taking into consideration:
• The context of the warning
• The placement of the warning• The placement of the warning
• The content of the warning
Incident Notification
Marc LadinChief Marketing Officer, Everbridge
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Incident Notification Solutions Address C C i ti Ch llCommon Communication Challenges
• Reduce miscommunications and control rumors with
• Communicate quickly, easily, and efficiently with largeand control rumors with
accurate, consistent messages
• Satisfy regulatory
and efficiently with large numbers of people in minutes, not hours, making sure that the lines of communication are openSatisfy regulatory
requirements with extensive and complete reporting of communication attempts and t k l d t f
• Receive feedback from your messages by using polling
bilititwo-way acknowledgements from recipients
• Deliver refined prepared
capabilities
• Ensure two-way communications to get• Deliver refined, prepared ,
timed messages to each pre-designated audience group, by scenario
communications to get feedback from message receivers
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The Everbridge AdvantageExisting Competitor’s Infrastructure:
• Static algorithms based on capacity li it ti t t l ll llimitations, not actual call volumes during a disaster
- Failure-prone from unexpected volumes of message outputg
- No ability to burst to meet wide-scale system usage
The Everbridge Advantage:The Everbridge Advantage: • Near-infinite scale achieved
- Multiple redundant VoiP & PSTN providersp
- Elastic capacity accommodates highest volume of outbound calls in the industry
Everbridge’s Elastic Infrastructure ModelWhat is it?• Elastic infrastructure integrates
with multiple, redundant on-demand communications providers
• Provides near infinite scale, capacity, performance and processing resources
• Dynamically looking into performance and proactively enhance the performance of
tifi ti d li dnotifications delivered• Provable, measurable performance
through Everbridge’s mass recipient em latorrecipient emulator
Key Evaluation Criteria for an Incident Notification SystemNotification System
• Infrastructure scale and resilience
• Experience and expertise
• Ease of use
• Ability to reach all contact paths including• Ability to reach all contact paths, including voice, email, native SMS (over SMPP and SMTP), IM, and more
• Ease of integration
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Q&A Note: Presentation slides are available on our Slideshare account at: http://www.slideshare.net/everbridge
Use the Q&A function to
b itsubmit your questions.
27
Contact InformationEverbridge ResourcesOn-Demand Webinars:www.everbridge.com/webinars
White papers, case studies and morewww.everbridge.com/resources
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Dr. Robert [email protected]
www.everbridge.com/[email protected]/everbridgeinc
Marc [email protected]
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