Bài giảng Căn bản trong truyền thông nguy cơ - GS.TS.BS. Lê Hoàng Ninh

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Bài giảng Căn bản trong truyền thông nguy cơ của GS.TS.BS. Lê Hoàng Ninh bao gồm những nội dung về truyền thông nguy cơ tốt; những bước trong truyền thông nguy cơ tốt; ba luật trong truyền thông nguy cơ và một số nội dung khác. Mời các bạn tham khảo.

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Nội dung Text: Bài giảng Căn bản trong truyền thông nguy cơ - GS.TS.BS. Lê Hoàng Ninh

GS TS BS LÊ HOÀNG NINH
Truyền thông nguy cơ tốt  Chuyển những kiến thức khoa học và kết quả đánh giá nguy cơ thành các từ, cụm từ dễ hiểu  Giải thích rõ ràng biên dđộ không chắc chắn, các thiếu hụt về kiến thức và việc triển khai các chương trình nghiên cứu  Nêu rõ vấn đề nào là tin cậy và sự tin tưởng  Hiểu đúng các vấn đề nguy cơ công cộng đặc biệt là xu thế , chiều hướng định tính
Truyền thông nguy cơ tốt ( t t)  Biết các vấn đề chuyên biệt có thể nổi lên trong lãnh vực công cộng, cảm nhận của cộng đồng …  Phân tích các điều kiện cần để thông tin cho công đồng và cơ hội tham gia cộng đồng
Những bước trong truyền thông nguy cơ tốt  Chấp nhận những tranh luận khác/ trái chiều  Ask permission  Apologize  Clean up  Share (benefits or control)  Give credit where it is due
Truyền thông nguy cơ  Nhu cầu cần có  the message (information)  the source (origination point of message)  The communicator  the channel (path)  receiver (termination point)
Tin / the Message  Who is the target audience?  How can they be reached?  What level of education do they have?  What do you need to tell them?
Nguồn / the Source  All sources are not equal (by decreasing trustworthiness):  Family Doctor  University researcher  media  Local government  Federal government  Industry
Người truyền thông Communicator  Needs to have:  Empathy  Trustworthiness (must be earned)  Showing emotion  Good speaker  Eye contact  Identify with audience
Channel or Medium  Very important to choose the correct one for your target  Entire messages can be missed if wrong medium is chosen  Farmers and pesticide warnings on late night TV  Complex written materials for Grade 6 education  Written materials for evacuation notice due to fire  Radio messages in English for French audience, etc
Ba luật trong truyền thông nguy cơ  tell people that you have determined they need to know  tell them what they must know so that they can understand and feel that they understand the info  add qualifiers to prepare them for what you are not telling them (until more info becomes available)
EPA Risk Communication Guidelines  Accept and involve public as a legitimate partner  Plan carefully and evaluate performance  listen to your audience  be honest, frank and open  coordinate and collaborate with other credible sources  meet the needs of the media  speak clearly and with compassion
Powell’s Lessons in Risk Communication A risk information vacuum is a primary factor in the social amplification of risk  ensure the vacuum either does not exist, or fill it with useful risk messages Regulators are responsible for effective risk communication  Health Canada has an established practice of not announcing the issuance of a regulatory decision  US FDA regularly makes brief statements in conjunction with regulatory actions
Lessons (cont’d) Industry is responsible for effective risk communication  primarily workplace hazards  population health hazards (foodborne, etc)  general environmental hazards (pesticides, etc)  workplace and general env. hazards (metals, etc)  incremental risks produced as a byproduct of beneficial industrial products (pharmaceuticals, modern transportation, etc)
Lessons (cont’d) If you are responsible, act early and often  some upcoming risks in the next decade are  food safety  endocrine disruptors  greenhouse gases and global climate change  biotechnology, especially agricultural applications  health impacts of atmospheric pollutants There is always more to a risk issue than what science says  what about emotion, moral issues, etc.
Lessons (cont’d) Always put the science in a policy context  whatever the risk controversy, the pubic will demand action by the politicians  ban the substance, control the exposure, etc Educating the public about science is no substitute for good risk communication practice  provide lots of information, how and why things are going to be done Banish “no risk” messages
Lessons (cont’d) Risk messages should address directly the “contest of opinion” in society  acknowledge the divergent opinions  explain the range of risk estimates  legitimate the people who disagree with your risk estimates Communicating well has benefits for good risk management
How to Communicate Risk to Public?  all we have to do is:  get the numbers right  tell them the numbers  explain what we mean by the numbers  show them that they have accepted similar risks in the past  show them that it is a good idea for them  treat them nicely  make them partners  All of the above  by Baruch Fischoff
Avoid areas of confusion  Zero risk  Probability  Significant  Too careful estimates  Negative vs. positive findings  Population vs. individual risk  Relative vs. absolute  Association vs. causation
Communication Problems  occur when the message;  is not what the audience wants to hear  is poorly presented  is improper  comes from the wrong source  is sent via the wrong channel
10 Deadly Sins of Presenting  Appearing unprepared.  Handling questions improperly.  Apologizing for yourself or the organization.  Not knowing knowable information.  Unprofessional use of audiovisual aids.  Seeming to be off schedule.  Not involving participants.  Not establishing rapport.  Appearing disorganized.  Providing the wrong content.