Sax Institute
Public officials faced
with the tough task of communicating risk on contentious issues like
vaccination or fluoridation -- where the actual risk is low but public concern
remains high -- need to show that they care, demonstrate that they are taking
action and strategically engage with the media.
That's the message of a paper
published in the Sax Institute's Public Health Research & Practice journal.
"With the rise of
'alternative facts' and the tendency for people to seek information that
confirms their existing beliefs, it is no longer enough to simply have the
right policy," said lead author Dr Claire Hooker from the Centre for
Values, Ethics and Law in Medicine at the University of Sydney.
"In circumstances
where public concern and outrage is high even though the absolute risk is low,
good quality scientific studies are not enough to ensure we protect the
public's health. It's equally important to have the best approach to
communicating with the public.
"In situations of
public health and environmental concerns -- such as vaccinations, water
fluoridation and the risk of Ebola outbreaks in Australia ? officials and
experts are often anxious that community criticism of proven health
interventions will prevent good policy. But our research suggests that trying
to shut off this criticism can make things worse, particularly as it's now
almost impossible to effectively control the flow of information on social
media."
"Research shows
that when people are emotional about an issue they have more difficulty hearing
and processing information, and are more likely to pay attention to negative
information. That's why the golden rule of successful risk communication is
that people need to hear that you care before they will care about what they
hear. Officials need to communicate early and often, be upfront about areas of
uncertainty or complexity, and prioritise building trust over trying to push a
message.
"Actions, of
course, speak far louder than words. People don't want the 'official line' on a
topic, they want to know what actions are been taken.
Finally, communication
is most effective when public health officials engage directly with affected
communities and with the media, including local and community-based social
media. This way local communities know that authorities have integrity, are
competent and can be trusted -- the key to reassuring people and reducing
outrage," said Dr Hooker.
Dr Hooker's paper was
published in the latest issue of the Sax Institute's Public Health Research
& Practice journal, which this month focuses on the theme of knowledge
translation.
"The transfer of
evidence into the policy making process is rarely a simple and smooth process.
The types of evidence used and the way that evidence is practically applied in
policy processes varies and that's why there is a focus on the skill of
knowledge translation itself, to improve this process where possible,"
according to Guest Editor Dr Andrew Milat from the NSW Ministry of Health.