Description
Book SynopsisThe go-to guide for learning what to say and how to say it
In this climate of near constant streams of media messages, organizations need to know how to effectively communicate risks to their audiences and what to say when a crisis strikes. Risk and Crisis Communications: Methods and Messages is designed to help organizations understand the essential components of communicating about risks during a crisis, and it carves out a role for safety health and environmental (SH&E) professionals in the process.
Covering common theoretical concepts and explaining the positions of noted experts in the field such as Peter Sandman and Vincent Covello, the book provides a fundamental understanding of the process behind crafting effective messages for a variety of different situations and explains the consequences of saying the wrong thing to an emotional audience. Incorporating numerous case studies?including the BP Deepwater Horizon Oil Spill and the 2010 H1N1 pandemic?it shows how
Trade Review
“However, given the balance of theory and practical information in Walaski’s book, it is certainly a good addition to the library of risk and crisis communications professionals.” (Technical Communication, 1 November 2012)
Table of ContentsList of Tables ix Preface xi
1 INTRODUCTION 1
2 GENERAL CONCEPTS OF RISK AND CRISIS COMMUNICATIONS 5
Historical Background 5
Key Defi nitions 7
The Stages of a Crisis 10
The Process of Communication 11
The Purpose and Objectives of the Communication Event 13
References 17
3 COMMUNICATION FUNDAMENTALS AND THEORETICAL FOUNDATIONS 19
Audience Perceptions of the Communicator 19
Trust and Credibility 21
Four Theoretical Models 25
The Risk Perception Model 26
The Mental Noise Model 28
The Negative Dominance Model 28
The Trust Determination Model 29
Risk = Hazard + Outrage 30
High Hazard/Low Outrage ("Watch out!") 31
Medium Hazard/Medium Outrage (Stakeholder Relations) 32
Low Hazard/High Outrage ("Calm down!") 32
High Hazard/High Outrage ("We'll get through this together.") 33
Mental Models 33
Functional Lines of Communication 35
Care Communications 35
Consensus Communications 36
Crisis Communications 36
The Excellence Theory 37
The “Stickiness” of Messages 38
References 38
4 CRAFTING RISK AND CRISIS MESSAGES—SETTING GOALS AND OBJECTIVES AND AUDIENCE PROFILING 41
Key Successful Message Development Concepts 41
Message Crafting—Determining Purpose and Objectives 43
Message Development Constraints 45
Profi ling Audiences—Who Are They and What Do They Want? 46
Profi ling Audiences—How Do They Process and Perceive the Risk? 50
References 52
5 CRAFTING RISK AND CRISIS MESSAGES—DEVELOPING THE WORDS 55
Crafting Messages—Overarching Principles 55
Conveying Empathy 57
Audience Emotions—Anger 59
Audience Emotions—Mistrust 63
Audience Emotions—Fear, Panic, and Apathy 63
Message-Crafting Techniques 66
Infl uence Diagrams—The Mental Models Approach 67
Message Mapping 70
References 75
6 DELIVERING THE MESSAGE WHILE AVOIDING COMMON MISTAKES 77
Message Delivery Templates 77
The Use of Visuals in a Communication Event 82
Delivering the Message in the Age of the Internet 85
Common Message Delivery Mistakes and Effective Corrections 89
Failing to Communicate Technical Information 89
Failing to Help the Audience Understand the Uncertainly of Most Risk Information 90
Trying to Compare Risks 90
Making Value Judgments about "Acceptable" Levels of Risk 90
Being Concerned That an Audience Will Panic 91
Using Words That Imply Negative Behaviors 91
Responding Too Quickly or Not Quickly Enough 91
Failing to Speak with One Voice 92
The Use of Content Analysis and Readability Analyses 93
Evaluating the Communication Event 94
References 98
7 WORKING WITH THE MEDIA 101
Level of Organizational Expertise 102
Advance Development of Relationships with the Media 103
The Various Roles of the Media 104
Constraints of the Media and Media Representatives 105
What the Media Needs from an Organization 106
Fair Media Coverage 108
Developing a Media Communications Plan 109
Getting the Accurate Message Out 110
Choosing a Spokesperson 111
Preparing for an Interview 113
After the Interview 114
References 119
8 DEVELOPING A RISK AND CRISIS COMMUNICATIONS PLAN 121
Defi ning Acceptable Risk 122
Risk Assessment Tools Summary 122
Key Planning Guidelines and Processes 124
Key Plan Elements 129
References 131
9 SPECIAL RISK AND CRISIS COMMUNICATION SITUATIONS 133
Crisis Communication Principles 133
Worst-Case Scenarios 135
Dealing with an Outraged Audience in a Crisis 137
Dealing with an Ambivalent Audience in a Crisis 138
Some Additional Guidelines 141
Dealing with Fatalities 141
Dealing with Rumors 144
References 150
10 CASE STUDIES 153
The H1N1 Pandemic of 2009–2010 154
Involvement of Stakeholders in the Strategy Planning Process 155
Public Health Education about Pandemics 157
How Bad Is a Pandemic Really?—Reducing Trust and Credibility 161
Over-Reassuring the Public about Vaccine Availability 163
Success of the Government's and Public Health System's Efforts 170
The BP Deepwater Horizon Oil Spill 171
Profi ling the Audience—Risk Perception 173
Understanding the Technical Nature of the Spill 173
Trust and Credibility 178
Worst-Case Scenario—How Much Oil? 179
Worst-Case Scenario—How Long Until the Leak Is Stopped? 186
Choosing a Spokesperson Wisely and Knowing When to Let Them Go 188
References 189
11 SUMMARY AND CONCLUSIONS 193
Theoretical Models and Frameworks 194
Crafting Risk and Crisis Messages 195
Message Delivery 197
Working with the Media and Choosing a Spokesperson 199
Developing a Risk/Crisis Communications Plan 201
Special Risk and Crisis Communications Situations 202
Case Studies 205
What It All Means for You and Your Organization 206
References 207
Index 209
