Making the Science Make Sense Top Ten Tips for Health Professionals

Making the Science Make Sense Top Ten Tips for Health Professionals Public Health Ontario April 28, 2014 RONALD W. BRECHER, Ph.D., CChem, QPRA, DABT rbrecher@rogers.com TREVOR SMITH DIGGINS trevor@smithdiggins.com Conflict of Interest Declaration: Ronald Brecher Part-time employee at Public Health Ontario Oct. 2014 March 2015 Consultant to public and private sector Toxicology, risk assessment and risk communication advice and training Not aware of any conflicts related to this presentation This presentation represents my own views 2015 R. Brecher / Trevor Smith Diggins 1

Risk Communication and Public Health Communication is a Public Health core competency 6.1 Communicate effectively with individuals, families, groups, communities and colleagues 6.2 Interpret information for professional, nonprofessional and community audiences 6.3 Mobilize individuals and communities by using appropriate media, community resources and social marketing techniques 6.4 Use current technology to communicate effectively Risk Communication is A research-based approach to communicating in risk controversies Apathy or outrage Controversy Missing, confusing or conflicting information Peter Sandman (1994): Watch out and Don t worry positions are challenging to communicate o Most people are indifferent to most risks o It is difficult to reduce concern about a dreaded risk 2015 R. Brecher / Trevor Smith Diggins 2

Apathy or low awareness Safe food handling Scooters Distracted driving Communicable diseases (handwashing, etc.) Fear, controversy or outrage Ebola, smallpox, plague Fluoridation of drinking water Vaccine safety Lyme disease Wind power safety Risk Examples Risk Communication Goals Increase understanding Awareness Comprehension Facts and myths Appropriate action Build credibility over time Spokesperson Organization Information Process 2015 R. Brecher / Trevor Smith Diggins 3

1. Know your audience 2. Consider communication barriers 3. Build stakeholder capacity 4. Acknowledge different learning styles 5. Use communication planning tools Top 10 Tips 6. Focus on your area of expertise 7. Listen actively 8. Validate underlying concerns 9. Understand the impact of your words 10. Manage non-verbal cues #1: Know Your Audience Stakeholder Analysis: Who are they? (Audience segmentation) Where do they go for information? When do they want/need information? What is their knowledge of the issue? What are they likely to misunderstand? What are the perception influencers (cultural, social, community, etc.)? 2015 R. Brecher / Trevor Smith Diggins 4

Stakeholder Focus Public Health & safety, empathy, economics Politicians Action, accomplishments, next steps Victims Accountability, solutions Scientific Community Reliable data, peer review, process Activist Groups Credibility, justice, change, prevention Media Human interest, scandal, victims Competing views Scientific theories Urban myths Jurisdiction and responsibility Advocacy or lobbying Cultural differences Limited technical understanding science and literacy / numeracy jargon and technical terms / acronyms perceptions of risk Trust and credibility Culture of fear #2 Consider Communication Barriers 2015 R. Brecher / Trevor Smith Diggins 5

Global recession Terrorism Wars Natural Disasters Ebola Climate Change Global Concerns Local Economics Taxes Property values Unemployment Environment Pesticides Road salt Urban Growth Waste management Infrastructure aging Power Generation Wind power Shale gas Doctor Shortage Crime Community Concerns 2015 R. Brecher / Trevor Smith Diggins 6

Economic stability Income security Debt management Retirement planning Health Product and medication safety Environmental or occupational hazards Cancer and other chronic disease Lifestyle Tobacco and alcohol Exercise Nutrition Personal Concerns #3 Build Stakeholder Capacity Start early; finish late Benchmark understanding and perception Develop spokesperson skills Build technical understanding Set expectations, invite feedback Address misperceptions Provide plain language documents Schedule regular opportunities for dialogue 2015 R. Brecher / Trevor Smith Diggins 7

#4: Acknowledge Different Learning Styles Simple graphics Charts Pictures Clear messages Repeatable points A/V examples Hands-on learning Samples, exercises Handouts, resources #5: Use Communication Planning Tools The Response Matrix Planning tool for preparing responses to stakeholder concerns Spokesperson Protocol Confirm primary and secondary spokespersons Response Matrix maintenance The Message Model Delivering effective responses to questions Useful in high-concern, low-trust situations 2015 R. Brecher / Trevor Smith Diggins 8

Validate Underlying Concern Legitimize relevance to stakeholder empathy Key message Conclusion Truthful and concise Supporting Facts Include credible third-party references Key Message Repeat conclusion Focus Forward Next steps and milestones Stakeholder impacts and actions Opportunities for involvement Contacts, web links and other resources Message Model (oral) #6: Focus on Your Area of Expertise Stay in your lane Admit what you don t know Explain what you are doing to find out Refer to experts in other disciplines Align with credible third-party resources 2015 R. Brecher / Trevor Smith Diggins 9

Give the questioner your full attention Eye contact Don t judge Don t push back Don t rush to answer Allow venting to occur Listen for the underlying concern and validate it #7 Listen Actively What Makes A Source Credible? Assessed in 30 seconds (or less) Honesty & Openness Empathy & Caring Competence & Expertise Dedication & Commitment Source: V. Covello, Center for Risk Communications 2015 R. Brecher / Trevor Smith Diggins 10

#8 Validate Underlying Concerns PRIMARY Health and Safety Environment Economics Aesthetics SECONDARY Fairness Process Accountability Legalities Data Priorities may vary according to audience and issue Use plain language Avoid speculation #9 Understand the Impact of Your Words Beware of message traps Value-laden words Speculation Judgment Hesitation Guarantees Blame 2015 R. Brecher / Trevor Smith Diggins 11

Using Language Intelligently Consequences of Erudite Vernacular Utilized Irrespective of Necessity Oppenheimer, Daniel M. (2005) Journal of Applied Cognitive Psych. Simple language is seen as more intelligent #10: Manage Non-verbal Cues Albert Mehrabian When people express feelings and attitudes: Tone and inflection have 5½ times more impact than words Body language has 1½ times more impact than vocal elements 2015 R. Brecher / Trevor Smith Diggins 12

Body Language ú Stance ú Arms, hands and legs ú Stress responses ú Hair ú Eyes ú Expressions ú Head gestures Props and devices Clothing Personal space, physical barriers Audible non-verbals ú Voice modulation ú Sighs, ums, ahs ú Nervous laughter Non-verbal Cues Improving Non-Verbal Skills Observe others Watch for discrepancies Watch TV with the sound off Observe yourself Record and play back in FF mode Count your ums and ahs Watch your eyes for clues Role play 2015 R. Brecher / Trevor Smith Diggins 13

Questions and Answers 2015 R. Brecher / Trevor Smith Diggins 14