Risk Communication Risk Communication
ManagementManagement
MODULE OBJECTIVESMODULE OBJECTIVES
At the end of this module the participants At the end of this module the participants
will be able to:will be able to:
Appreciate the role of advocacy and Appreciate the role of advocacy and
networking in facilitating the networking in facilitating the
implementation of risk communication implementation of risk communication
plan plan
Prepare a risk communication Prepare a risk communication
management planmanagement plan
Session 1Session 1
Managing Risk Managing Risk
CommunicationCommunication
OBJECTIVES:OBJECTIVES:
�� At the end of this session the participants At the end of this session the participants
will be able to:will be able to:
–– Discuss risk communication management Discuss risk communication management
planning.planning.
–– Discuss the elements of communication Discuss the elements of communication
management plan.management plan.
A. Disaster Management
CycleB. Risk
Communication Planning Cycle
Disaster and Management Cycle and Communication Planning Cycle Interface
Important points to remember:Important points to remember:
�� Risk communication planning cycle should be Risk communication planning cycle should be
present in every stage of disaster present in every stage of disaster
management cycle.management cycle.
�� The objective(s) of a communication plan is The objective(s) of a communication plan is
dependent on the context provided by the dependent on the context provided by the
disaster management cycle.disaster management cycle.
�� To make sure that risk communication To make sure that risk communication
activities are implemented as planned, one activities are implemented as planned, one
needs to identify and ensure availability of needs to identify and ensure availability of
resources (human and material) before and resources (human and material) before and
during the actual implementation.during the actual implementation.
�� Resources and activities are dependent on Resources and activities are dependent on
the the functional areas functional areas common or generic in common or generic in
the implementation of risk communication the implementation of risk communication
activities.activities.
Functional AreasFunctional Areas** for a Risk for a Risk
communication programcommunication program
�� Research, monitoring and evaluationResearch, monitoring and evaluation
�� Policy mattersPolicy matters
�� Media placementMedia placement
�� PR activitiesPR activities
�� TrainingTraining
�� Community based activitiesCommunity based activities*. (Adapted from O’Sullivan, G.A., Yonkler, J.A., Morgan, W., and Merritt, A.P. A Field Guide to Designing a Health Communication Strategy, Baltimore, MD: Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs, March 2003.)
Communication Planning Cycle
Functional areas
Research, monitoring and evaluation
Policy matters
Media placement
PR activities
Training
Community based activities
Channel Analysis
Research, monitoring and evaluation
Community based activities
Session 2Session 2
Advocacy and Networking Advocacy and Networking
in risk communication workin risk communication work
OBJECTIVES:OBJECTIVES:
�� At the end of this session the participants At the end of this session the participants will be able to:will be able to:–– Discuss advocacy and networking in the context Discuss advocacy and networking in the context
of risk communication in health emergencies.of risk communication in health emergencies.
–– Appreciate the importance of advocacy and Appreciate the importance of advocacy and networking plan for risk communication.networking plan for risk communication.
–– Identify collaborating partners for risk Identify collaborating partners for risk communication.communication.
–– Define roles of partners in risk communication.Define roles of partners in risk communication.
Crisis Situation
Risk Communication
Key Audience(who can influence
behavior
Key Audience(Directly at risk)
Organized stakeholders
Act as a Team
Act as a Team
change
change
Advocacy and Networking in Advocacy and Networking in
Risk CommunicationRisk Communication
�� Risk communication requires involvement of Risk communication requires involvement of
various individuals, groups and institutions. various individuals, groups and institutions.
�� Risk communication is essentially also an Risk communication is essentially also an
advocacy work. advocacy work.
�� Risk communication is not just about Risk communication is not just about
development and delivery of messages. Risk development and delivery of messages. Risk
communication would also entail mobilization of communication would also entail mobilization of
human and material resources. human and material resources.
Definition of AdvocacyDefinition of Advocacy
�� An act or process to demand, defend, and An act or process to demand, defend, and
maintain a cause.maintain a cause.
�� The ultimate goal of advocacy is social change in The ultimate goal of advocacy is social change in
form of :form of :
–– behavior modificationbehavior modification
–– policy formulationpolicy formulation
–– legislative actslegislative acts
�� The heart of any campaign or advocacy program The heart of any campaign or advocacy program
is a is a ““cause,cause,”” a problem that advocates will take a problem that advocates will take
in as their in as their ““raison draison d’’ etre.etre.””
Networking for Risk CommunicationNetworking for Risk Communication
�� The defining feature of The defining feature of social network social network
analysis is the focus on analysis is the focus on the structure of the structure of relationships relationships between people between people (or whatever (or whatever
entity is of concern). entity is of concern).
�� The quickest way for an organized risk The quickest way for an organized risk
communication response is through an communication response is through an
organized network of individual, families, organized network of individual, families,
communities, organizationscommunities, organizations
Development of Risk Development of Risk
Communication Management PlanCommunication Management Plan
�� Workshop 1: Development of Risk Workshop 1: Development of Risk Communication Management PlanCommunication Management Plan
�� Objective of the workshop:Objective of the workshop:
–– Prepare risk communication implementation and Prepare risk communication implementation and management plan.management plan.
�� Instruction to Participants/Groups:Instruction to Participants/Groups:
–– Prepare a risk communication management planPrepare a risk communication management plan
–– Use the Risk Communication Management and Use the Risk Communication Management and Implementation MatrixImplementation Matrix