The solution to successful risk communication...

A new research report reveals that a simple equation could be the solution to effective risk communication. The report ‘Swine Flu: getting the message through’, conducted by Insignia Communications together with the University of Wolverhampton, has been designed to shed new light on how spokespeople can communicate successfully with the public about health scares and other risks.

Members of the public were shown fifteen media interviews and speeches about swine flu and asked for their views on the effectiveness of each spokesperson, and the reasons why they drew these conclusions. Based on the feedback, the research team has developed two spokesperson ‘equations’ which are likely to result in either greater reassurance or heightened anxiety among the public:

CS + WA – AA = Anxiety

(Where CS is Credible Spokesperson, WA is Worrying Analysis and AA is Actionable Advice)

Whereas

CS + SA + PA + AA = Reassurance

(Where CS is Credible Spokesperson, SA is Serious Appearance, PA is Personable Approach and AA is Actionable Advice) .

Jonathan Hemus, director of Insignia Communications, a consultancy which specialises in risk communication, and one of the co-authors of the report explained: “The most effective spokesperson – Professor John Oxford – combined a senior academic background and a formal appearance, both of which provide credibility, with a personable style and clear actionable advice. It was this mixture of ingredients which made him the most successful communicator.  In contrast, Gordon Brown [the British Prime Minister] suffered from poor body language, a lack of practical advice and a formal setting which, rather alarmingly, sent a subliminal message of a crisis situation.  His ability to deliver messages with credibility is also undoubtedly negatively affected by his general unpopularity at this time.

“We also identified that credible spokespeople – doctors, scientists, academics - who provide worrying insights without clear and actionable advice can cause significant public anxiety,” continued Jonathan Hemus.  “Given the impact that this communication has on the public, there’s a strong case for saying that people who are unable to match up to this set of criteria should not be put in front of the media during a major health scare.  Perhaps they should follow the old adage: ‘If you don’t have anything useful to say, don’t say anything at all’”.

Mr Hemus, concluded: “This research makes it clear that high profile spokespeople have enormous power to reassure and inform the public in the event of a health scare.  Equally, they have the ability to cause unnecessary confusion, distress and concern if they fail to communicate effectively.  They need to recognise that this position of power also brings with it responsibility”.

The complete ranking of the fifteen spokespeople covered by the research is:

1) Professor John Oxford, professor of virology, University of London
2) Andy Burnham, Secretary of State for Health
3) Professor Sir Roy Anderson, Imperial College, London
4) Dr Tom Jefferson, The Cochrane Collaboration
5) Sir Liam Donaldson, Chief Medical Officer
6) Dr Boon Lim, Royal College of Obstetricians and Gynaecologists
7) Dr Carl Heneghan, Department of Primary Health Care, Oxford University
8) Sandra Mounier-Jack, Department of Public Health and Policy, London School of Hygiene and Tropical Medicine
9) Belinda Phipps, chief executive, National Childbirth Trust
10) Professor Hugh Pennington, Professor of Bacteriology, University of Aberdeen
11) Dr Richard Halverson, GP and author of The Truth About Vaccines
12) Dr Steve Field, chair of Royal College of GPs
13) Gregory Hartl, communications advisor, World Health Organisation
14) Dr Marie-Paule Kieny, Director, Initiative for Vaccine Research, World Health Organisation
15) Gordon Brown, Prime Minister.

Sarah Williams, co-author of the report and Course Leader in Public Relations at the University of Wolverhampton added: "This research sheds new light on how people interpret important health messages and who they trust most to impart that information to them. We hope that its lessons are learned so that spokespeople can help to reduce unnecessary fears and confusion associated with a health scare like swine flu”. 

A copy of the full report can be read here: http://www.insigniapr.co.uk/pdfs/swine-flu-report.pdf

•Date: 4th Dec 2009• Region: UK/World •Type: Article •Topic: Crisis communications
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