Risk Communication/Media Relations

Risk Communications
for HazMat Managers During a Crisis
Mike Cameron – Risk Communications Specialist
Office of Communications
Kansas Department of Health & Environment
1000 SW Jackson – Suite 550
Topeka, KS 66612
Phone: 785-368-8053
Email: mcamero1@kdhe.state.ks.us

I’m not this Mike Cameron..

What would be
your worst
nightmare?

Illegal disposal of hazardous waste?

A train derailment ?

A terrorist attack using a
chemical agent?

A half-eaten jar of Peter Pan peanut
butter in your cupboard?

Experts say that if an event of national
significance takes place in your area, as
many as 1,000 reporters could show up
within 4 hours.

Are you prepared to at least answer
questions from the local media?

A communication plan that includes a set
of positive key messages will aid you in
getting the correct message to the public,
through the media.

Old Style Communication Plan
• First, answer phone call from a reporter.
• Then, try to answer questions
intelligently.
• Finally, watch the TV news that evening
and read the newspaper the next
morning and see how it went.

Risk Communication
Definition
“A Science-based
Approach for
Communicating Effectively in:
High-Concern
High Stress
Emotionally Charged, or
Controversial Situations”

Public Information vs. Risk
Communications
• Public Information: Day-to-day
communication activities designed to
provide accurate and timely information
on a routine basis to the media.
• Risk Communication: Providing accurate
and timely information to educate and
reassure the public during and after an
unfamiliar event or emergency.

Risk Communication
Why Is It Needed?
CRISIS
+ Heightened
public
emotions
+ Limited
access to
facts
+
rumor,
speculation,
assumption
and inference
=
an unstable
information
environment

Risk Communication Gurus
Vincent Covello, PhD
www.centerforriskcommunication.com
Peter Sandman, PhD
www.psandman.com

Leading Authorities on Risk
Communication
• Peter Sandman, Ph.D.
– Consulting, Training and Research in Risk
Communications.
– Theories based on crowd psychology.
– Co-writes articles with Dr. Jody Lanard.

Controversial Theories
of Dr. Peter Sandman
• Never over-reassure the public.
• Admit your own fear.
• Western societies do not panic.
• The media will not sensationalize
things during a crisis.

News Void
Rumors
Innuendo
Information
Vacuum
Lies
Half-truths

News Void
“A news void is an incubator
for rumors and distortions.”
Barbara Shelly, Member of the KC Star Editorial Board

Leading Authorities on Risk
Communication
• Vincent T. Covello, Ph.D.
– Founder and Director of the Center for Risk
Communication.
– Theories based on years of research.
– Trained NYC Mayor Giuliani prior to 9/11.
– Main focus is on message preparation.
– Web site:
www.crisiscommunication.com/

Message Mapping
• One of the most effective tools
communicators with the media use
is “message mapping.”
• Message maps organize key points
using proven communication
theories and templates.

What is a Message Map?
• A roadmap for displaying detailed,
organized responses to anticipated
questions or concerns.
• An aid for staying “on message” to get
key points to the public.
• Useful visual aid that provides at a
glance the organization’s messages for
high concerns or controversial issues.

Template Theories for
Message Mapping
• 27/9/3 Template
• CCO Template
• IDK Template
• Mental Noise Template
• AGL-4 Template

27/9/3 Template
27-9-3 Sound Bite Rule (Attention
Span Rule)
• 27 Words
• 9 Seconds
• 3 Messages, Ideas, Points

C/C/O Template (Churchill)
• Compassion
• Conviction
• Optimism
• Giuliani’s first statement to the
national media used this concept.

“People want to know that
you care before they care
what you know.”
- Will Rogers

IDK Template
• IDK Theory = “I don’t know.”
• It is never wrong to say that you don’t
know the answer, but you will get an
answer and get the information to them.
• Always follow through.
• Never say “No comment” and never lie –
you won’t get away with it.
• Attempting to “wing it” can be disastrous.

Mental Noise Template
• When people are stressed or upset,
they often have difficulty hearing,
understanding, and remembering
information.
• In high stress situations, people often
lose as much as 80 percent of the
information that is communicated to
them.

Overcoming Mental Noise
• Clear (e.g., 5 th -6 th grade comprehension level
per AGL- 4 theory)
• Brief (e.g., 27 words, 9 sec.)
• Concise (e.g., 3 messages)
• Avoid using negatives as much as possible.
(1N = 3 Ps)

AGL-4 Template
• Average grade level in the U.S. is a 10 th
grade education
• Subtract four years
• To overcome mental noise, aim
messages at a moderately intelligent
sixth grader.

Message Map
Stakeholder: Private Physicians and Patients
Question: How do I protect myself from WNV?
Key Message/Fact 1.
Eliminate standing water
where mosquitoes breed.
Key Message/Fact 2.
Protect yourself from biting
mosquitoes indoors and
outside.
Key Message/Fact 3.
Use insect repellent with no
more than 30% DEET or
picaridin.
Keywords:
Supporting
Fact 1.1
Standing
Water
Change water often in
birdbaths and pet
dishes and eliminate
sources of standing
water, such as old
tires.
Keywords:
Supporting
Fact 2.1
Fix screens
Fix screen doors and
window screens in
your home to keep
mosquitoes out.
Keywords:
Supporting
Fact 3.1
DEET or
picaridin
Advertised products
without DEET or
picaridin have limited
effectiveness.
Keywords:
Supporting
Fact 1.2
Larvicide
Use a larvicide such
as bti in standing
water that cannot be
drained.
Keywords:
Supporting
Fact 2.2
Avoid
outdoors
Avoid being outdoors
at dawn and dusk
when mosquitoes are
most active.
Keywords:
Supporting
Fact 3.2
Picaridin for
children
Use a product with a
lower concentration
of DEET or picaridin
on children under 10.
Keywords:
Supporting
Fact 1.3
Larva-eating
fish
Stock ponds and
aqua-gardens with
fish that eat
mosquito larvae.
Keywords:
Supporting
Fact 2.3
Bug zappers
Outdoor mosquito
traps and electronic
bug “zappers” have
little or no effects on
mosquitoes
Keywords:
Supporting
Fact 3.3
Reapply
Reapply as directed.

Putting Message Maps to Work
• Prepare answers and practice with key
spokespersons and subject matter experts.
• By sticking to key messages, you have a
better chance of getting most important points
to the public through the media.
• Message Maps prevent having to “wing it.”

Perils of a Town Hall Meeting
• Very dangerous during a crisis or if
working with a “hot button issue.”
• Easy for emotions to get out of control
and for you to become the focus of
those emotions.
• Use information forum setup prior to
town hall meeting to increase
knowledge level of crowd and hopefully
defuse anger.

Information Forum
From: Risk Communication PowerPoint Slides, Vincent T. Covello, Ph.D., Director,
Center for Risk Communication/Consortium for Risk and Crisis Communication
Copyright, Dr. V Covello,

Beware of the Background

Information Resources
• Mike Cameron, Risk Communication Specialist,
KDHE Office of Communications - (785) 368-8053,
Email: Mcamero1@kdhe.state.ks.us
• Peter M. Sandman, Ph.D. on the Web:
www.psandman.com
• Vincent T. Covello, Ph.D. on the Web:
www.centerforriskcommunication.com
• Hart Media Inc:
www.crisiscommunication.com/

Suggested Reference Material
• “Communicating in a Crisis: Risk
Communications Guidelines for Public
Officials” - Available at no cost from
SAMHSA at: www.mentalhealth.org or
by phone at: 1-800-789-2647,
reference document SMA 02-3641

Questions
And
Answers