公共卫生与风险沟通

OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006PublicHealthandRiskCommunication:PublicHealthandRiskCommunication:ABriefOverviewABriefOverview公共卫生与风险沟通概述公共卫生与风险沟通概述RoyRoyWadiaWadiaWHOChinaWHOChina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OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006CommunicationCommunication交流和沟通交流和沟通Theprocessofsharingideas,information,andTheprocessofsharingideas,information,andmessageswithothersinaparticulartimeandmessageswithothersinaparticulartimeandplaceplace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。OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006Communicationincludes:Communicationincludes:沟通的形式包括沟通的形式包括WritingWriting书面文字书面文字TalkingTalking谈话谈话NonNon--verbalcommunication(facialexpressions,bodyverbalcommunication(facialexpressions,bodylanguage,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Visualcommunication(imagesorpictures)Visualcommunication(imagesorpictures)视觉沟通，如视觉沟通，如形象或图片形象或图片Electroniccommunication(telephonecalls,electronicElectroniccommunication(telephonecalls,electronicmail,cabletelevision,orsatellitebroadcasts)mail,cabletelevision,orsatellitebroadcasts)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OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006CommunicationisVITALtoCommunicationisVITALto……沟通在以下情景中是至关重要的沟通在以下情景中是至关重要的PersonallifePersonallife个人生活个人生活BusinessBusiness商务活动商务活动EducationEducation教育活动教育活动AnyothersituationwherepeopleencounterAnyothersituationwherepeopleencountereachothereachother以及人们彼此间遇到的情景以及人们彼此间遇到的情景OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006RISK!!RISK!!风险！风险！PossibilityofLOSS,INJURYorPERILPossibilityofLOSS,INJURYorPERIL可能造成可能造成损失、损伤或危险损失、损伤或危险SomeoneorsomethingthatcreatesorsuggestsSomeoneorsomethingthatcreatesorsuggestsaHAZARDaHAZARD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OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006CRISIS!!!!!CRISIS!!!!!危机！！！！！危机！！！！！AnUNSTABLEorCRUCIALtimeorsituationinAnUNSTABLEorCRUCIALtimeorsituationinwhichadecisivechangeisimpendingwhichadecisivechangeisimpending----especiallyonewiththedistinctpossibilityofaespeciallyonewiththedistinctpossibilityofaHIGHLYUNDESIRABLEOUTCOMEHIGHLYUNDESIRABLEOUTCOME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）AsituationthathasreachedaCRITICALphaseAsituationthathasreachedaCRITICALphase指当事情出现危急时的情形指当事情出现危急时的情形OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006RiskCommunicationRiskCommunication风险沟通风险沟通PARTNERSHIPandDIALOGUEofGovernmentPARTNERSHIPandDIALOGUEofGovernmentandindustrywiththepublicandindustrywiththepublic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AddressesaFUNDAMENTALDILEMMA:RisksAddressesaFUNDAMENTALDILEMMA:RisksthatKILLpeopleandrisksthatALARMthemarethatKILLpeopleandrisksthatALARMthemareoftenoftencompletelydifferentcompletelydifferent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。OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006RiskCommunicationRiskCommunication风险沟通风险沟通ThetechnicalseriousnessofariskThetechnicalseriousnessofarisk––thethe““HAZARDHAZARD””componentcomponent––canbevirtuallyIRRELEVANTtopubliccanbevirtuallyIRRELEVANTtopublic(andmedia)reactions(andmedia)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——可能实际可能实际上与公众（和媒体）反应毫无关系上与公众（和媒体）反应毫无关系Public(andmedia)reactioninsteadareareflectionofPublic(andmedia)reactioninsteadareareflectionoftherisktherisk’’ss““OUTRAGEOUTRAGE””COMPONENTSCOMPONENTS––suchassuchasCONTROL,DREADandTRUSTCONTROL,DREADandTRUST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（如操程度（如操纵、恐惧和信任等）的反映。纵、恐惧和信任等）的反映。OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006RiskCommunicationScenarios:RiskCommunicationScenarios:““PublicRelationsPublicRelations””风险沟通的情景：公共关系风险沟通的情景：公共关系HighHazard,LowOutrageHighHazard,LowOutrage::风险危害高，公众不满程度低风险危害高，公众不满程度低™™Needtoovercomeaudienceapathy,tocommunicatetheNeedtoovercomeaudienceapathy,tocommunicatethehighhazardsorrisksinvolvedhighhazardsorrisksinvolved需要克服受众的冷漠，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™™Barriers:Audienceinattention,audiencesize,mediaBarriers:Audienceinattention,audiencesize,mediaresistance,needtoexplainresistance,needtoexplain““fromscratchfromscratch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OlympicsOlympics--PublicHealthSafetyPublicHealthSafetyWorkshop:18May2006Workshop:18May2006RiskCommunicationScenarios:RiskCommunicationScenarios:““StakeholderRelationsStakeholderRelations””::风险沟通的情景：合伙人关系风险沟通的情景：合伙人关系ModerateHazard,ModerateOutrageModerateHazard,ModerateOutrage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™™StakeholdersareusuallyanattentiveaudienceStakeholdersareusuallyanattentiveaudience––neitherneithertooapatheticortoooutragedtolistentooapatheticortoooutragedtolisten