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1、Public Health and Risk Communication:A Brief Overview公共卫生与风险沟通概述Roy WadiaRoy WadiaWHO ChinaWHO China世界卫生组织驻华代表处新闻官世界卫生组织驻华代表处新闻官 沃雷沃雷.威迪亚威迪亚China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Communication 交流和沟通The process of sharing ideas,information,and The proces
2、s of sharing ideas,information,and messages with others in a particular time and messages with others in a particular time and placeplace是在特别的时间和地点与他人分享想法、信息和是在特别的时间和地点与他人分享想法、信息和资讯的过程。资讯的过程。China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Communication includes:
3、沟通的形式包括Writing Writing 书面文字书面文字Talking Talking 谈话谈话Non-verbal communication(facial expressions,body Non-verbal communication(facial expressions,body language,gestures)language,gestures)其他非口头的沟通形式，如面部表情、其他非口头的沟通形式，如面部表情、肢体语言、手势肢体语言、手势Visual communication(images or pictures)Visual communication(images
4、 or pictures)视觉沟通，如视觉沟通，如形象或图片形象或图片Electronic communication(telephone calls,electronic Electronic communication(telephone calls,electronic mail,cable television,or satellite broadcasts)mail,cable television,or satellite broadcasts)电子沟通形电子沟通形式，如电话、电子邮件、网络电视或卫星广播等式，如电话、电子邮件、网络电视或卫星广播等China Science Jou
5、rnalist Salon China Science Journalist Salon 28 June 200628 June 2006Communication is VITAL to沟通在以下情景中是至关重要的Personal life Personal life 个人生活个人生活Business Business 商务活动商务活动Education Education 教育活动教育活动Any other situation where people encounter Any other situation where people encounter each other each
6、other 以及人们彼此间遇到的情景以及人们彼此间遇到的情景China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006RISK!风险！Possibility of LOSS,INJURY or PERILPossibility of LOSS,INJURY or PERIL可能造成可能造成损失、损伤或危险损失、损伤或危险损失、损伤或危险损失、损伤或危险Someone or something that creates or suggests Someone or something
7、 that creates or suggests a HAZARDa HAZARD某人或某事造成或可能造成某人或某事造成或可能造成危害危害危害危害China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006C R I S I S!危机！An UNSTABLE or CRUCIAL time or situation in An UNSTABLE or CRUCIAL time or situation in which a decisive change is impending-
8、which a decisive change is impending-especially one with the distinct possibility of a especially one with the distinct possibility of a HIGHLY UNDESIRABLE OUTCOMEHIGHLY UNDESIRABLE OUTCOME指需要紧急做出重大决定的，不稳定的，或关键指需要紧急做出重大决定的，不稳定的，或关键的时刻或情形（特别是当不被期望的结果很可能的时刻或情形（特别是当不被期望的结果很可能出现时）出现时）A situation that ha
9、s reached a CRITICAL phaseA situation that has reached a CRITICAL phase指当事情出现危急时的情形指当事情出现危急时的情形China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Risk Communication风险沟通PARTNERSHIP and DIALOGUE of Government PARTNERSHIP and DIALOGUE of Government and industry with t
10、he public and industry with the public 是指政府和各行业与公众的是指政府和各行业与公众的合作与对话合作与对话合作与对话合作与对话Addresses a FUNDAMENTAL DILEMMA:Risks Addresses a FUNDAMENTAL DILEMMA:Risks that KILL people and risks that ALARM them are that KILL people and risks that ALARM them are oftenoften completely different completely diff
11、erent风险沟通要解决一个进退两难的困境：致人死亡风险沟通要解决一个进退两难的困境：致人死亡的危险和令人恐慌的危险常常是截然不同的。的危险和令人恐慌的危险常常是截然不同的。China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Risk Communication风险沟通The technical seriousness of a risk the The technical seriousness of a risk the“HAZARD”“HAZARD”component
12、can be virtually IRRELEVANT to public component can be virtually IRRELEVANT to public(and media)reactions(and media)reactions风险的技术内涵风险的技术内涵即风险所造成的即风险所造成的“危害危害”程度程度可能实可能实际上与公众（和媒体）反应毫无关系际上与公众（和媒体）反应毫无关系Public(and media)reaction instead are a reflection of Public(and media)reaction instead are a refle
13、ction of the risks the risks“OUTRAGE”“OUTRAGE”COMPONENTS such as COMPONENTS such as CONTROL,DREAD and TRUSTCONTROL,DREAD and TRUST公众（和媒体）反应是风险对其造成的公众（和媒体）反应是风险对其造成的“不满不满”程度（如程度（如操纵、恐惧和信任等）的反映。操纵、恐惧和信任等）的反映。China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Risk Com
14、munication Scenarios:“Public Relations”风险沟通的情景：公共关系High Hazard,Low OutrageHigh Hazard,Low Outrage:风险危害高，公众不满程度低风险危害高，公众不满程度低vvNeed to overcome audience apathy,to communicate the Need to overcome audience apathy,to communicate the high hazards or risks involved high hazards or risks involved 需要克服受众的冷
15、漠，要告知可能造成严重危害或危险需要克服受众的冷漠，要告知可能造成严重危害或危险vvBarriers:Audience inattention,audience size,media Barriers:Audience inattention,audience size,media resistance,need to explain“from scratchresistance,need to explain“from scratch障碍：受众的人数，关注程度，媒体的反对，需要周详的障碍：受众的人数，关注程度，媒体的反对，需要周详的解释解释China Science Journalist S
16、alon China Science Journalist Salon 28 June 200628 June 2006Risk Communication Scenarios:“Stakeholder Relations”:风险沟通的情景：合伙人关系Moderate Hazard,Moderate OutrageModerate Hazard,Moderate Outrage中等程度的危害与公众不满情绪中等程度的危害与公众不满情绪vvStakeholders are usually an attentive audience neither Stakeholders are usually
17、an attentive audience neither too apathetic or too outraged to listentoo apathetic or too outraged to listen合伙人通常是事件关注者合伙人通常是事件关注者既不冷漠也不反对既不冷漠也不反对vvStakeholder Relations relies on Stakeholder Relations relies on inter-personal dialogueinter-personal dialogue,supplemented by specialized media(newslet
18、ters and supplemented by specialized media(newsletters and websites)websites)合伙人关系的维持依靠人际对话，加之专门媒体（如简报合伙人关系的维持依靠人际对话，加之专门媒体（如简报和网站）等形式的补充和网站）等形式的补充China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Risk Communication Scenarios:“Outrage Management”风险沟通的情景：公众不满情绪的管理L
19、ow Hazard,High OutrageLow Hazard,High Outrage低危害，公众不满情绪强烈低危害，公众不满情绪强烈vvAudience is outraged largely at you but the actual hazard is Audience is outraged largely at you but the actual hazard is lowlow公众的反对强烈公众的反对强烈-主要是对进行事件信息发布和沟通的人不满主要是对进行事件信息发布和沟通的人不满-实实际所造成的危害低际所造成的危害低vvTask is to reduce audience
20、outrage by listening,Task is to reduce audience outrage by listening,acknowledging,apologizing,sharing credit and controlacknowledging,apologizing,sharing credit and control你的任务是通过倾听、承认事实、道歉、相互建立信任途径等减你的任务是通过倾听、承认事实、道歉、相互建立信任途径等减低公众的反对情绪低公众的反对情绪vvMain medium is“in-person”dialogueMain medium is“in-pe
21、rson”dialogue主要沟通方式是主要沟通方式是“亲自亲自”与公众对话与公众对话China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Risk Communication Scenarios:“Crisis Communication”风险沟通的情景：危机沟通High Hazard,High OutrageHigh Hazard,High Outrage高危害，公众不满情绪强烈高危害，公众不满情绪强烈vvAudience is huge and very upsetAud
22、ience is huge and very upset受众范围广，情绪骚动不安受众范围广，情绪骚动不安vvOutrage is even higher than in“outrage management”plus Outrage is even higher than in“outrage management”plus fear and miseryfear and misery公众不满情绪比可公众不满情绪比可“管理管理”的程度还强烈的程度还强烈加之恐惧和痛苦加之恐惧和痛苦vvDanger of“denial”,“terror”or“depression”on part of the D
23、anger of“denial”,“terror”or“depression”on part of the audienceaudience“反对反对”、“恐怖恐怖”或或“失望失望”的情绪的情绪vvMust help audience bear its fear and misery and ride the Must help audience bear its fear and misery and ride the crisis successfullycrisis successfully必须帮助公众克服恐惧和痛苦情绪必须帮助公众克服恐惧和痛苦情绪从而成功地度过危机从而成功地度过危机C
24、hina Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Key Crisis Communications Recommendations(P.Sandman)对危机沟通的重要建议vvDont over-reassure Dont over-reassure 不要过分做保证不要过分做保证vvPut reassuring information in“subordinate clauses”with Put reassuring information in“subordinate
25、clauses”with qualifiersqualifiers对公众保证的信息要放在从句中，并加以限定词修饰对公众保证的信息要放在从句中，并加以限定词修饰vvErr on the“alarming”sideErr on the“alarming”side发布警告时可能会有误发布警告时可能会有误vvAcknowledge uncertaintyAcknowledge uncertainty要承认有一定的不确定性要承认有一定的不确定性vvShare dilemmasShare dilemmas指出困境指出困境vvAcknowledge diversity of opinionAcknowled
26、ge diversity of opinion承认意见有差异承认意见有差异vvBe willing to speculate,but“intelligently”Be willing to speculate,but“intelligently”表示愿意去做表示愿意去做“聪明聪明”的推测的推测China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006vvDont“over-diagnose”or“over-plan”for panicDont“over-diagnose”or“ov
27、er-plan”for panic对可能造成的恐慌不要过分对可能造成的恐慌不要过分“诊断诊断”或或“计划计划”vvDont aim for“zero-fear”Dont aim for“zero-fear”不要指望不要指望“零恐慌零恐慌”vvDont ridicule the publics emotionsDont ridicule the publics emotions不要嘲笑公众的情绪不要嘲笑公众的情绪vvLegitimize peoples fearsLegitimize peoples fears认为人们的恐惧情绪是正当的认为人们的恐惧情绪是正当的vvTolerate early
28、over-reactionsTolerate early over-reactions容忍事件早期公众的反应过度行为容忍事件早期公众的反应过度行为vvEstablish your own humanityEstablish your own humanity表现出你自己人性的一面表现出你自己人性的一面vvTell people what to possibly expectTell people what to possibly expectvv告诉人们可能期待的结果告诉人们可能期待的结果Key Crisis Communications Recommendations(P.Sandman)对
29、危机沟通的重要建议China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006vvOffer people things to doOffer people things to do告诉人们该做些什么告诉人们该做些什么vvLet people choose their own actions,Let people choose their own actions,within reasonwithin reason让人们根据理性选择该做什么让人们根据理性选择该做什么vvAsk mor
30、e of peopleAsk more of people向更多的人们咨询向更多的人们咨询vvAcknowledge mistakes,deficiencies and misbehaviourAcknowledge mistakes,deficiencies and misbehaviour承认错误、不足和过失行为承认错误、不足和过失行为vvApologize for mistakes,deficiencies and misbehaviourApologize for mistakes,deficiencies and misbehaviour对出现的错误、不足和过失行为及时道歉对出现的错
31、误、不足和过失行为及时道歉Key Crisis Communications Recommendations(P.Sandman)对危机沟通的重要建议China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006vvBe explicit about why your explanations may run counter to Be explicit about why your explanations may run counter to your audiences prio
32、r base of knowledge your audiences prior base of knowledge 清楚地说明你的解释与听众的基本常识有何不同清楚地说明你的解释与听众的基本常识有何不同vvBe explicit about changes in official opinion,prediction,or Be explicit about changes in official opinion,prediction,or policypolicy清楚地说明官方意见、预测或政策的改变缘由清楚地说明官方意见、预测或政策的改变缘由vvDont lie or tell half-t
33、ruths:Dont lie or tell half-truths:Trust once lost is hard to regainTrust once lost is hard to regain不要说谎或遮遮掩掩：信任一旦失去，就很难再恢复不要说谎或遮遮掩掩：信任一旦失去，就很难再恢复vvAim for total candour and transparencyAim for total candour and transparency力图完全的公正和透明力图完全的公正和透明vvBe careful with risk comparisonsBe careful with risk
34、comparisons对风险的比较要非常谨慎对风险的比较要非常谨慎Key Crisis Communications Recommendations(P.Sandman)对危机沟通的重要建议China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Risk&Crisis Communication风险和危机沟通Questions:问题Information Content:Information Content:What do we know about the crisis,Wh
35、at do we know about the crisis,what do we want people to know,and how do we what do we want people to know,and how do we communicate it effectively?communicate it effectively?信息内容：信息内容：信息内容：信息内容：我们就危机知道些什么？我们想让人们知道什么？我们就危机知道些什么？我们想让人们知道什么？我们如何有效地将危机的信息与公众沟通？我们如何有效地将危机的信息与公众沟通？Logistics/Media:Logisti
36、cs/Media:How do we actually get our content into the How do we actually get our content into the hands(and hopefully the minds)of our audiences?hands(and hopefully the minds)of our audiences?运作运作运作运作/媒体：媒体：媒体：媒体：我们如何将危机的信息内容传递给听众我们如何将危机的信息内容传递给听众/观众（期观众（期望从感性和理性方面都接受）？望从感性和理性方面都接受）？China Science Jou
37、rnalist Salon China Science Journalist Salon 28 June 200628 June 2006Audience Assessment:Audience Assessment:Who do we need to reach?What do Who do we need to reach?What do they think already?How should this affect what we say?they think already?How should this affect what we say?听众听众/观众评价：观众评价：我们需要
38、向谁了解？他们已有的想法是什么？我们需要向谁了解？他们已有的想法是什么？这些想法对我们的信息有何影响？这些想法对我们的信息有何影响？Audience Involvement:Audience Involvement:How do we make our communications How do we make our communications meaningfully two-way?How do we keep our audiences active meaningfully two-way?How do we keep our audiences active rather tha
39、n passive?rather than passive?听众听众/观众的参与：观众的参与：我们双方如何进行有意义的交流？我们如何我们双方如何进行有意义的交流？我们如何使听众使听众/观众保持积极参与状态，而非消极情绪？观众保持积极参与状态，而非消极情绪？Risk&Crisis Communication风险和危机沟通Questions:问题China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006“Meta-messaging”:Meta-messaging”:All the c
40、ontent of crisis communications All the content of crisis communications other than information content other than information content“中介信息中介信息中介信息中介信息”：指除信息内容外的其它所有危机沟通的内容，包指除信息内容外的其它所有危机沟通的内容，包括括 How reassuring to be How reassuring to be 如何打消疑虑如何打消疑虑 How confident to sound How confident to sound 如
41、何建立坚定的信心如何建立坚定的信心 How to address emotion How to address emotion 如何处理情感如何处理情感 How to overcome our own discomfort at conveying such“non-How to overcome our own discomfort at conveying such“non-content”messagescontent”messages如何在传递如何在传递“非实质内容非实质内容”信息时克服我们自己的不适感信息时克服我们自己的不适感Risk&Crisis Communication风险和危
42、机沟通Questions:问题China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Self-assessment:Self-assessment:自我评价自我评价自我评价自我评价 How will our own values,emotions,and political How will our own values,emotions,and political problems affect our crisis communication?problems affect
43、 our crisis communication?我们自己的价我们自己的价值观、情感和政治性是如何影响危机沟通的？值观、情感和政治性是如何影响危机沟通的？What are we likely to get wrong?What are we likely to get wrong?我们可能会犯的错误是我们可能会犯的错误是什么？什么？What are the internal sources of resistance to getting it What are the internal sources of resistance to getting it right,and how ca
44、n we counter them?right,and how can we counter them?可能导致出错的内可能导致出错的内部危险因素是什么？我们如何能克服这些因素？部危险因素是什么？我们如何能克服这些因素？Risk&Crisis Communication风险和危机沟通Questions:问题China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Uncertainty:How to handle it如何处理“不确定性”Ride the Risk Communic
45、ation Seesaw:Ride the Risk Communication Seesaw:Acknowledge uncertainty up-front before you are confronted Acknowledge uncertainty up-front before you are confronted with it.with it.风险沟通的处理犹如荡秋千：风险沟通的处理犹如荡秋千：要在面对初始即承认不确定性的要在面对初始即承认不确定性的存在存在Try to replicate in your audience your own level of uncertai
46、nty:Try to replicate in your audience your own level of uncertainty:Put bounds on the uncertainty.What range of possibilities is Put bounds on the uncertainty.What range of possibilities is credible?Clarify that you are more certain about some things credible?Clarify that you are more certain about
47、some things than others.than others.向听众向听众/观众反复说明你能观众反复说明你能“确定确定”和和“不确定不确定”的水平：的水平：要对要对不确定性有所界限。如什么程度的可能性是可信的？要说明你不确定性有所界限。如什么程度的可能性是可信的？要说明你对某些信息更为确定，而对某些信息不能确定。对某些信息更为确定，而对某些信息不能确定。China Science Journalist Salon China Science Journalist Salon 28 June 200628 June 2006Avoid explicit claims of“confid
48、ence”:Avoid explicit claims of“confidence”:“Hopeful”is a better“Hopeful”is a better word for desirable outcomes that are likely but not certain.word for desirable outcomes that are likely but not certain.避免声称避免声称“我们相信我们相信”之类的直率语言：之类的直率语言：最好使用最好使用“希望希望”这这个词表达可能但还不能确定的预期结果。个词表达可能但还不能确定的预期结果。Convert ex
49、pert disagreement into“reassuring”uncertainty:Convert expert disagreement into“reassuring”uncertainty:Faking an expert consensus that isnt there is sure to backfire.Faking an expert consensus that isnt there is sure to backfire.Your best bet is to report everybodys risk estimateseven Your best bet i
50、s to report everybodys risk estimateseven those of your critics.those of your critics.将专家的分歧意见转化为可安抚情绪的风险将专家的分歧意见转化为可安抚情绪的风险“不确定性不确定性”：捏捏造专家意见达成一致的谎言肯定会适得其反。最好是如实向大造专家意见达成一致的谎言肯定会适得其反。最好是如实向大家报告对风险的估计水平家报告对风险的估计水平甚至包括那些批评家们对风险的估甚至包括那些批评家们对风险的估计。计。Uncertainty:How to handle it如何处理“不确定性”China Science J