ems unit VII case study

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UNIT VII STUDY GUIDE

The Importance of Communication in Risk Management

Unit Learning Outcomes Upon completion of this unit, students should be able to:

3. Discuss the significance of how information is relayed and interpreted in the media. 3.1 Define the two categories of high reliability organizations and

explain how they are important in risk management. 3.2 Recognize the traditional application of the precautionary principle

and explain its strengths and weaknesses. 3.3 Describe the three types of arguments associated with risk

communication. 6. Identify types of information to avoid sharing during media encounters.

6.1 Describe the key attributes of mindfulness as it relates to risk management and the benefits of the application of this concept.

6.2 Define the two categories of high reliability organizations and explain how they are important in risk management.

6.3 Explain the principle focus of the cultural theory and why clumsy solutions can be beneficial.

7. Develop a policy for responding to media requests. 7.1 Recognize the traditional application of the precautionary principle

and explain its strengths and weaknesses. 7.2 Explain the principle focus of the cultural theory and why clumsy

solutions can be beneficial. 7.3 Describe the three types of arguments associated with risk

communication.

Unit Lesson Introduction When a risk is allowed to develop and remain unmitigated, a crisis occurs. Therefore, an organization can work to prevent crises by recognizing and responding to the risks that are present before the crisis occurs. Communication is a major component of risk management because it not only shares the recognition of the risk with others, but also assists in the development of a response plan to that crisis. Risk communication allows for a sharing of ideas and information between those impacted and those who will respond to the crisis. However, even with successful communication, errors can occur. In the world of risk management, there are three recognized types of error. Type one errors occur when the risk manager moves resources in response to a potential risk that ends up not occurring. For example, a locality may initiate evacuation procedures in preparation for a hurricane that does not make landfall. A type two error occurs when a risk manager fails to recognize a risk and, as a result, does not respond and the risk becomes a crisis.

Reading Assignment Chapter 8: Theories of Communication and Risk Management

Key Terms 1. Convergence

2. Mindfulness

3. Public discourse

4. Warrants

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An example of this would be when a locality fails to initiate evacuation procedures and a hurricane makes landfall in that area. Type three errors are errors occur when risk managers allocate resources to the wrong problem. As an example, consider an agency that puts all their financial resources into buying equipment and conducting training chemical emergencies and then is faced with a bombing by a terrorism group. Even with the best communication and the right resource allocation, the success of risk management can be limited by the perception of others. Because of the importance of risk communication and the challenges of developing successful communication, theories have been developed to help risk managers. Mindfulness Mindfulness references an individual’s ability to monitor the environment and stay cognizant of events that are not routine and may be a potential sign of a crisis. It recognizes that the importance of situational awareness, that is, the understanding and knowledge of what is going on in the environment. At the organizational level, mindfulness is the expectation that all staff play a role in remaining cognizant of errors, negative events, and potential risks so that they hold responsibility of assisting in crisis management. In order to assure that the organizational members do not “cry wolf,” organizations should set trigger points so that employees know when to begin the steps of crisis management. Recategorization This attribute refers to the ability of people to change the way in which they think. It recognizes the importance of looking at a situation with a different view, and creating new solutions through innovative categories. The recategorization looks at not only discarding old categories, but creating new categories based on the recognition of issues within the environment. Openness If an individual does not maintain openness, then they are less likely to look at the potential for a different outcome or different response. Risk managers who have been in the business for a period of time may find that their sensory skills are diminished and they become less open to the potential development of risks, or to question information or activities which go against the norm. Multiple Perspectives One of the most important aspects of being mindful is being able to view an issue from multiple aspects. When an individual takes on multiple perspectives they are able to get a better view of the risks and determine the potential scenarios and necessary response. Strengths and Weaknesses of Mindfulness Mindfulness is valuable in helping explain and develop strong risk perception. However, if not applied appropriately, there is confusion and chaos in the structure. As a result, decisions may be delayed or ineffective. High Reliability Organizations A high reliability organization (HRO) is an organization that is able to appropriately predict and respond to a crises. It is based on the ability to recognize incidents that may develop into a crisis as well as the ability to review previous events and prevent them from happening again. HROs are

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organizations that individuals think of as able to respond and support response. An organization that wishes to be considered an HRO must constantly review the small failures and prevent them from becoming bigger. They must also resist the desire to oversimplify risks, which can lead to poor planning and ineffective response. HROs maintain a high sensitivity to operations while also maintaining organizational resiliency (Sellnow & Seeger, 2013). These characteristics allow an organization to continually analyze, prepare, and respond appropriately, no matter the incident. HROs must continually review their expectations and, if they do not, they set themselves up to develop an organization of mindlessness. Researchers have looked at HROs as falling into two categories. The first category is anticipation. Anticipation is about having a preoccupation with failure. Organizations that focus on their failures, instead of their successes are continuously looking at ways to improve and prevent future events. Additionally, HROs in the anticipation category have a reluctance to simplify. These organizations are constantly questioning the categories and subcategories, and they participate in recategorization. Additionally, an HRO in the anticipation category maintains sensitivity to operations. These organizations recognize that even the small aspects of operations inside the organization are just as important as the major response. They do not allow the everyday activities to become routine, recognizing that kind of behavior can create complacency. Containment The second category that an HRO can fall under is containment. An organization that utilizes the theories of containment does not develop an attitude of expectation of a crisis but, instead develops behaviors that support responding to and controlling the impacts of a disaster. To do this, these organizations must first develop a commitment to resilience. It is important for organizations to develop strength for when the crisis does occur; it allows them to be better prepared for the serious adversities. Additionally, these organizations are able to defer to the experts. They recognize the experts and are able to seek them out for guidance. This allows for the knowledge to be communicated within the organization rapidly, allowing for a more efficient and effective response. Strengths and Weaknesses of the High Reliability Organizations Model The HRO model is a straightforward model that describes the function of each principle with little confusion. It is able to be widely applied and is adaptable to many organizations. However, beyond the basic principles, the details that are needed to best apply the theory are minimal. It is an approach for crisis management that has high potential, given enough time. Precautionary Principle The precautionary Principle is an idea that calls for a shift in the traditional view of risks. It recognizes the importance of all involved parties in discussions regarding the acceptable level of risk that may occur. This principle is most often used when examining environmental risks. The precautionary principle can be applied modestly, such as when all stakeholders strive to avoid safety issues. It can also be applied aggressively, so that proponents of the activity must show proof of establishing the safety threshold before the behavior is undertaken.

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Precautionary Discourse Because you cannot develop a mathematical formula to predict risk 100%, there is a need for public discourse. This means that an organization must publicly address not only the risks, but also the fears and perceptions of the public regarding what is risky. Public discourse provides an opportunity for an organization to address the risks that the public fears are true and to also assist the public in preparations, should those risks become reality. However, in order for public discourse to be successful it must reveal uncertainty, offer a range of options, and engage those stakeholders who otherwise might not be considered. This will make the discourse successful and assist an organization in maintaining their positive reputation and reliability. Strengths and Weaknesses of Precautionary Principle By providing an opportunity to discuss risks when they are found with those internally impacted and those externally impacted, the precautionary principle redistributes the burden of recognition and response to both the organization and its key stakeholders. When used in environmental situations, those impacted are able to participate in discussion regarding potential risks and responses. If a risk arises that was not previously discussed, then those activists are just as much to blame as the organization. However, the principle provides an inconsistent method for application, relying on interpretation of evidence as the basis for moving forward. Cultural Theory Cultural theory recognizes that there is a benefit to involving multiple parties in the process of discourse regarding a risk. Organizations are able to influence interpretation in a manner that benefits them, which then leads to actions that are decided by the public, but supported by the organization. Organizations that utilize the cultural theory must be able to exploit the uncertainty of a risk while focusing on some risks and minimizing the potential for others. Public Debate Cultural theory recognizes that the various relationships between humans are fundamental in the assessment of, and response to risks. However, instead of looking at the individual level, the cultural theory focuses on the societal impact. When an organization recognizes a risk they are able to evaluate the potential for the risk and determine their desired income. In evaluation of the potential, organizations must convert quantitative data into a persuasive communication that supports their desired action. However, these messages may not be well received if the communication goes against the values of the public. The success of such persuasive communications is often based on the strength of the hierarchy. Hierarchies will often play a role in the determination of change, which can only occur when the opposing view is recognized as a credible option. Clumsy Solutions A clumsy solution is a solution reached, in part, by the outcome of public debate. It is not necessarily a consensus of all stakeholder opinions, but built on the desire to create a balance when no one person has veto power over the solution. These solutions aren’t necessarily believed to be the correct solution by any of those involved, but does provide a way to respond to the risk.

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Strengths and Weaknesses of Cultural Theory Risk is easily politicized in society. As such, cultural theory provides a flexible basis for reviewing risks as they relate to the cultural groups found in society. While all risk cannot be recognized, the predictable patterns of behaviors can be analyzed to determine potential. However, while strong in its flexibility, the cultural theory can be superficial if watered down through the use of scales that quantitatively measure the theories attributes. Risk Communication as Argument Other theories, such as cultural theory and precautionary principle, draw attention to the role and importance of public debate in risk management. Those theories that view risk communication as an argument believe that decisions are best made when there are competing messages to choose from. These competing decisions provide the best view of reality to help guide risk management decisions. When risk communication is made through argument, those people participating in the debate put a voice to the threats, but also convince their audience that they are not nearly as safe as they may think or believe. This can allow the speaker to justify the need for more equipment, more money, or more support to take action to increase public safety. In order to reach this point, there are three types of arguments that are often used. The first argument is developed through the use of factual evidence and probabilities. The focus is on the accurate information about what has, and what might happen. It also allows for a look at the potential, recognizing the uncertainty of what could happen. The second argument is based on institutional performance, expertise, and experience. Using this type of argument builds on the trustworthiness or credibility of a group/organization. The final type of argument focuses on conflicts about worldviews and value systems. In order to build this type of argument, an individual must be willing to recognize the consensus that exists on the issues that are discussed. Strengths and Weaknesses of Viewing Risk Communication as Argument By using the term argument in this theory, there is an immediate view that this is a negative method of utilizing communication in risk management, making it deemed an unacceptable choice. However, argument allows for the questioning of all claims made during a risk assessment, providing the ability to ensure evidence and information is shared appropriately and accurately. When reviewed after an event, this use of risk communication provides evidence of how the public responds to various types of arguments to best determine how to communicate during future events. Conclusion Because the potential for a risk occurring is uncertain, the application of risk communication comes with a level of uncertainty. How an organization embraces that uncertainty and uses strategies for communication with the public is important. When recognizing what is best for their stakeholders, whether mindfulness, debate, or other methods of risk communication, an organization must recognize that well-received risk communication can prevent the crisis from occurring.

Reference Sellnow, T. L., & Seeger, M. W. (2013). Theorizing crisis communication.

London, England: Wiley-Blackwell.