Communicating with the public during health crises: experts' experiences and opinions

Governments and health agencies worldwide are planning for a potential influenza pandemic. Their plans acknowledge the importance of public communication during an outbreak and include related guidelines and strategies. Emerging infectious disease (EID) communication is a new addition to the literature, drawing on health promotion communication, crisis communication and environmental/technological risk communication. This paper adds to the literature, exploring the notion of ‘effective communication during health crises' by reporting on interviews with 22 public health officials, scientists and communications professionals responsible for communicating with the public. When analyzed in the context of the risk communication literature, the interviews reveal several considerations for health risk communicators. First, given the important role that mass media will play in an EID outbreak, there is an urgent need for public health to build partnerships with journalists based on an understanding of the two parties' unique societal roles. Second, seemingly practical communications considerations – such as how certain to be about information before sharing it and whether to engage in two‐way communication with the public – have ethical dimensions that deserve attention. Third, there are unique challenges associated with communicating uncertainty, which would benefit from an exploration of the role of trust in health crisis communication.     

Cultural attributes and risk perception: the moderating role of different types of research and development

Drawing on the grid–group culture theory, this study examines hypotheses to explain how the cultural attributes of an organization influence professionals’ perceptions of risk in the context of research and development (R&D) activities. Specifically, we explore whether two dimensions of cultural attributes – the grid dimension and the group dimension – affect organizational commitment and risk perception. We also investigate whether the impact of the cultural attributes on risk perception is mediated by organizational commitment and whether different types of R&D activities – applied research and developmental research – serve as a moderating variable on the relationships among cultural attributes, organizational commitment, and risk perception. The partial least squares method was used to analyze data collected from full-time senior researchers with over five years of experience at a large technology institute. Our findings indicate that cultural attributes influence the risk perception of R&D professionals through the mediating function of organizational commitment. Further, we found that different types of R&D activities have moderating effects on the relationship between organizational commitment and risk perception.     

Roland W. Scholz: Environmental Literacy in Science and Society. From Knowledge to Decisions. Cambridge University Press 2011

This study pursues the following aims: to examine how news stories use frames, emotions, and uncertainty to present environmental risk information; to identify which aspects of risk issues they highlight; and to analyze how these stories’ representations of risk and uncertainty might differ according to the sources they use. Content analysis of 641 news stories in South Korea over the last decade yields three findings: (1) reassurance was the most frequently used news frame, while uncertainty and emotion were used less often than expected; (2) news stories using government/industry/experts as sources vs. activists/lay people highlighted different news frames and risk information; and (3) the two most frequently used uncertainty presentation formats were single point estimate and verbal estimate. This study contributes to existing literature on the roles of media in environmental risk communication in two ways. First, it examines the specific formats journalists use to present uncertainty about risks. Second, it integrates news frames with the emotional characteristics of risk communication and with differences in risk information characteristics according to source. Implications are discussed regarding how a better understanding of news representations of risk could inform and enhance cooperation between experts and journalists, and lead to more effective environmental risk communication. Finally, this content analysis provides a stepping stone for future research that could further investigate and test how publics respond to risk messages that have varying permutations of emotional content and risk presentation formats.     

Light me up: power and expertise in risk communication and policy-making in the e-cigarette health debates

Abstract

This paper presents a detailed account of policy-making in a contemporary risk communication arena, where strong power dynamics are at play that have hitherto lacked theoretical analysis and empirical validation. Specifically, it expands on the understanding of how public health policy decisions are made when there is a weak evidential base and where multiple interpretations, power dynamics and values are brought to bear on issues of risk and uncertainty. The aim of the paper is to understand the role that power and expertise play in shaping public health risk communication within policy-related debates. By drawing on insight from a range of literatures, the paper argues that there several interacting factors that shape how a particular narrative gains prominence within a wider set of perspectives and how the arguments and findings associated with that perspective become amplified within the context of policy choices. These findings are conceptualised into a new model – a policy evaluation risk communication (PERC) framework – and are then tested using the Electronic cigarette debate as a case study.     

Risk communication in dementia care: family perspectives

Family carers are often involved in decisions concerning the health and social care needs of people with dementia. These decisions frequently involve considering risks inherent in daily living situations and discussing these with care recipients and professionals. The purpose of this study is to understand the risks that present most concern to family carers; explore attitudes and approaches of this group towards risk; and examine how information about risks is shared between familial carers, care recipients and professionals working in dementia care. Five focus groups were held across Northern Ireland between April and July 2015 involving 22 carers. Risks of most concern were driving, falls, financial risks, getting lost and using electrical appliances. Concepts of ‘risk’ related to terms such as danger, harm and vulnerability with emphasis on consequences rather than likelihoods. The psychosocial benefits of taking risk were recognised by some participants. Discussion of risks with family members with dementia primarily involved bringing risk matters to the attention of the individual. Family carers talked with a wide range of professionals about risks. Divergences in perspectives were noted, particularly in relation to matters of health and safety. A model of risk communication is developed illustrating how this can play a key role in informed, shared decision-making where a family member has dementia, serving an important role in risk management processes in informal community dementia care.     

The end of risk communication as we know it

According to the US National Research Council, risk communication ought to be viewed as a dialogue among people conducted to help facilitate a more accurate understanding of risks and, related, the decisions they may make to manage them. But, in spite of this widely accepted perspective on risk communication, there is often a disconnect between how it is defined and how it is practiced. Rather than focusing on a true dialogue aimed at improving risk assessments and risk management decisions, risk communication is often viewed as means of simply educating people about existing risk assessments so that, on their own, they might make (or contribute to) better risk management decisions. More worrisome, risk communication is still often seen as a means of ‘correcting’ misconceptions about, or perceptions of, risk; in other words, risk communication is used as a vehicle for attempting to align lay perceptions with their expertly assessed severity. In this paper, I argue that risk communication must become more decision-focused if it is to meet the objectives set forth – in 1989 – by the US National Research Council.     

Personality traits,basic individual values and GMO risk perception of twitter users

Abstract

The present study investigates how the most foundational factors to individual differences – personality traits and personal values – affect the perceived safety of genetic modification and their relative importance. Publicly available communication data from 522 Twitter accounts discussing genetically modified foods and their safety was processed in two steps. First, accounts were categorized by the researchers as viewing GM foods as either safe or not safe. Second, using the IBM Watson platform, the Twitter communication data were subjected to lexical analysis to assign scores according to the Five Factor Model for personality traits and Schwartz’s basic individual values to the individual accounts. Logistic regression analyses were performed to determine how perceived GM food safety is linked to personality traits and individual values. Although both traits and values significantly contribute to explaining GM attitudes, personality traits strongly moderate the effect of individual values on risk perception.     

The impact of community expectations on corporate community involvement disclosures in the UK

Despite increase mistrust between corporations and societies in the aftermath of the global corporate misbehaviours, the literature examining the impact of community concerns on corporate communications is undeveloped. Our paper is timely; it contributes to the literature on corporate social responsibility (CSR) by considering the impacts of community expectations on Corporate Community Involvement Disclosures (CCID) using a ten-year panel study. We advance CSR communication research by providing a fresh theoretical perspective – media-agenda-setting theory – to the broad CSR debate and the CCID subset of this debate. Our findings support the media-agenda theoretical expectation and provide important practice and policy recommendations for improving interactions between corporations and their communities.     

Talking aggressively about GMOs? Examining the effect of aggressive risk communication with communicator’s facial expression and gender

Abstract

Two experiments (N = 229 and N = 268) assessed the effect of aggressive risk communication about GMOs by a scientist on respondents’ perceptions of message quality and writer (the scientist communicator) likability. We also considered two factors from the communicator that may influence how individuals process aggressive messages – facial expression (study 1) and the gender (study 2). Both studies showed that aggressive communication has a negative effect on both perceived message quality and writer likability, which is explained by the level of negative expectancy violation individuals perceived. Moreover, study 1 showed that smiling appeared to be a negative influence on the outcomes and study 2 showed that gender did not influence how people perceive aggressive messages. The findings provided both scholarly and practical implications for science and risk communication.     

Media risk communication – what was said by whom and how was it interpreted

The purpose of this paper is to provide some insight into the level and type of media coverage that food risks received and consider the translation of press releases into media articles. Past scientific messages dealing with two food risks (Salmonella and Genetically Modified (GM) potatoes) were collected from various Irish media sources over a defined period. In addition, press releases and helpline data were collected. All data pieces were subsequently coded. Based on the audit it is clear that island of Ireland journalists are generally balanced with regard to their reporting on Salmonella. In most cases where press releases could be linked to the newspaper articles, the press release was represented fairly accurately. This brings into clear focus the need by those issuing press releases to be very clear on the meaning of their message. Journalists are using the press releases as the basis for articles therefore vague terms and overemphasis on a particular finding can result in what may appear as a sensational article. In the case of GMs more sensational hooks were used to draw attention to the articles. Thus communicators need to be aware of the characteristics of the risk they are communicating about when designing and delivering a risk message.     

How do people perceive graphical risk communication? The role of subjective numeracy

This study aims to evaluate directly how a graphical risk ladder is perceived and how this perception is related to people’s subjective numeracy. Gaze durations and frequencies were used to examine visual attention. Participants (N = 47) appeared to focus on the target risk information, whereas referential information was less attended. Subjective numeracy was negatively correlated with total watching time and the absolute number of gaze events. Results suggest that participants with low subjective numeracy have more difficulty in comprehending the graph, and that they process the graphical information less efficiently than the participants with high subjective numeracy. In addition, the position of referential risks on risk ladders could influence people’s risk perception. Based on these findings, we provide some implications for the design of risk communication graphs and for the use of graphs in informing persons with low subjective numeracy about risks.     

Students' Perceptions of the Introduction of a Blended Learning Environment: An Exploratory Case Study

Virtual Learning Environments (VLE) provide the opportunity to deliver blended learning approaches that combine mixes of Information and Communications Technology (ICT) with various delivery methods and media. In 2008 and 2009, the University of Winchester in the UK redesigned a variety of accounting and financial management modules for presentation in a blended learning environment. An exploratory, qualitative case study investigated students' perceptions of the new approach. Through focus groups, students reported favourably on the blended learning approach and the views of students correlated with previous research, although there were some contrary findings. Focus groups raised issues concerning students' expectations, competence and engagement. Resources and institutional practices were identified as factors in students' attitudes towards blended learning. Issues about communication, student interaction and collaboration also emerged. Finally, some practical lessons from this case study are proposed.     

Critical factors and pathways influencing genetically modified food risk perceptions

This study aims to identify the critical factors and paths that affect the Chinese public’s risk perceptions of genetically modified (GM) foods from an emotional appraisal perspective. Using an experiment conducted with university undergraduate business students in China, we examined the evaluative pathways of the Chinese public by manipulating fairness and controllability appraisals in scenarios constructed about GM foods risk. The experiment was designed around two evaluative pathways – consequentialist and deontological perspectives – focusing on controllability and fairness. This led to a distinct set of emotional responses. It was found that both consequence-based and morality-based emotions caused stronger perceived risks toward GM foods. Understanding these responses provides new insight into how scientists and experts in China might best frame their communications about GM foods.     

Future risk communication

Science and technology have transformed risks and communications in the last century. Smallpox is gone, and polio is fading fast, thanks to vaccines. Communications, commerce and risk have gone global. Wireless networks, wideband communications and immersive interfaces are already in some homes. In the future, ubiquitous communications aids in the form of smart risk agents could tailor both the medium and the message, placing a risk in context for a specific person. By sensing physical risk characteristics and collecting and synthesizing risk information, weighted by judgments about the sources of that information, and conveying these in the media of choice, a smart agent or active technology could provide the ultimate risk communication. Yet theories of risk communication are in their infancy, with some emphasizing cognition and risk control, others social and affective responses that drive behavioral change. To create moral agents, we need to understand how our own and others’ values and goals arise and change in this increasingly information intense society, and how virtual realities can evoke or displace affect, cognition, and social context—that is, life as we know it. Otherwise, we may cross the divide from informed decision making to persuasion without reason.     

Ebola and the rhetoric of US newspapers: assessing quality risk communication in public health emergencies

Abstract

The 2014 West African Ebola outbreak was the first to be actively covered by the US media because of cases treated on US soil. Despite little chance of widespread contagion, US media termed Ebola ‘apocalyptic.’ The objective of this study was to understand how information about Ebola provided to the public through US newspapers was presented to assess how risk communication principles were or were not used. We conducted a systematic content analysis using a purposive sample of 75 news articles published in five US newspapers between 1 August and 31 October 2014. The articles were analyzed using the Dudo et al. framework, based on the extended parallel process model, and assessed for self-efficacy information, personal risk conceptualization (risk magnitude and risk comparison information), and content framing. We found that while coverage was mostly factual, it inconsistently presented quality risk-related information, and rarely used contextual information that would help readers accurately assess risk. Few articles also provided usable, actionable directives, a tenet of good crisis communication that enhances self-efficacy and lowers risk perception. Results inform how news coverage can affect public risk perception of a new, ‘exotic’ pathogen, and how in the case of Ebola US newspapers may have contributed to the inflated risk perception observed in the US population, and may support better, more comprehensive media response during likely future outbreaks.     

Risk communication and social media during food safety crises: a study of stakeholders’ opinions in Ireland

Social media is a particular communication platform which has witnessed an exponential growth in use and influence in recent years, democratising the communication process, and offering risk communicators a way of putting into practice those principles which are advocated to be at the core of risk management and communication. However, little is known about stakeholders’ willingness to embrace this new form of communication in a food crisis. The current study presented an exploratory investigation of the opinions of Irish stakeholders on the position of risk communication in a crisis, with a particular focus on understanding what application social media may have. In-depth one-to-one interviews were carried out with key stakeholders holding frontline positions in managing and communicating about risk in the food sector in Ireland. The stakeholders identified risk communication as a central activity in a food safety crisis, driven by an obligation to protect both consumer health and the reputation of the Irish food sector. Stakeholders relied primarily on risk communication to disseminate information in a crisis so to educate and inform the public on a risk and to prevent confusion and alarmism; most did not explicitly value two-way risk communication in a crisis. The ability to effectively manage future crises may depend on stakeholders’ willingness to adapt to the changing communication landscape, namely – their willingness to adopt social media and use it effectively. The findings indicate that the stakeholders interviewed are appreciative of the need to engage with social media in times of a food safety crisis. However, most valued social media as a one-way channel to help spread a message and there was little reference to the interactive nature of this medium. Implications for integrating social media into crisis risk communication strategies are discussed.     

Rhetoric, argument and impression management in hostile takeover defence documents

This exploratory study extends the analysis of narrative disclosures from routine reporting contexts such as annual reports and press releases to non-routine takeover documents where the financial consequences of narrative disclosures can be substantial. Rhetoric and argument in the form of impression management techniques in narrative disclosures are examined. Prior thematic content analysis methods for analysing good and bad news disclosures are adapted to the attacking and defensive themes in the defence documents of target companies subject to hostile takeover bids. The paper examines the incidence, extent and implications of impression management in ten hostile takeover defence documents issued by target companies listed on the London Stock Exchange between 1 January 2006 and 30 June 2008. Three impression management strategies – thematic, visual and rhetorical manipulation – are investigated using content analysis methodologies. The findings of the research indicate that thematic, visual and rhetorical manipulation is evident in hostile takeover defence documents. Attacking and defensive sentences were found to comprise the majority of the defence documents analysed. Such sentences exhibited varying degrees of visual and rhetorical emphasis, which served to award greater or lesser degrees of prominence to the information conveyed by target company management.While exploratory in nature, this paper concludes with suggestions for future more systematic research allowing for greater generalisations from the findings.     

The management of interest rate risk during the crisis: Evidence from Italian banks

We use a unique dataset to analyze how Italian banking groups managed their exposure to interest rate risk during the recent financial crisis. First of all, we document that on average the interest rate risk exposure – measured by duration gap approach – has been limited and well below the alert level enforced by regulators. Second, our econometric results indicate a relation of substitutability between banks’ on-balance-sheet interest rate risk and their use of interest rate derivatives suggesting that banks used these two instruments to curb their overall interest rate risk exposure in case of an increase in interest rates. Furthermore, we also find robust evidence of a negative correlation between banks’ interest rate risk and liquidity risk.