1. Radiation Risk Communication with TheRadiation Risk Communication with The
News Media: Emergency Response for aNews Media: Emergency Response for a
Radiological IncidentRadiological Incident
Workshop Presented at the
35th Annual Meeting
of the Australasian Radiation Protection Society (ARPS)
Adelaide, Australia October 2010
George Anastas,
P.E., CHP, DEE, FHPS, FARPS
11021 BridgePointe, NE
Albuquerque, NM 87111
USA
2. Disclaimer
• The views expressed herein reflect only the
views or opinions of the author. These
views or opinions may or may not represent
or reflect the views or opinions of any past,
current or future employer(s), my wife,
children, Grand Children or colleagues.
ZxÉÜzx TÇtáàtá? Albuquerque, New Mexico
October 2010
3. Never Forget This!!!
Before you make a statement,
you must consider how the
statement would look in a news
story or on television!
4. Key References
World Health Organization (WHO) has
prepared three valuable documents:
Effective Media Communication during
Public Health Emergencies (2005)
– A WHO Handbook
– A WHO Field Guide
– Summary Wall Chart
6. And I have these four references here on
a CD, if anyone wishes to copy the files let
me know.
7. RISK
A Threat of loss, real or perceived, to that
which we value (life, health, security,
amily, children, order, …)
– Remember, perception is reality!
10. Fundamental Basis of Risk
Communication
Accurate, understandable and prudent Risk
Communication is difficult and must be
practiced, video taped and reviewed by non-
echnical personnel in order to assure
continuous improvement.
Anticipation, preparation and practice (Source:
VC)
11. News Media (WHO Handbk)
e must appreciate and meet the needs of the
ws media in order to engage in effective risk
ommunication. News media include
ewspapers, magazines, television, radio and the
ternet. Understanding what the news media
ant from a story and what they are likely to ask
elps to define what will best meet their needs
nd your needs as a Risk Communicator. The
ews media can be valuable allies during an
mergency. Conversely the news media …
12. News Media (Cont.)
What do the news media typically do?
gather and spread information;
fulfill their commercial obligations (for example to make money for
their owners or shareholders);
compete with one another for news and ratings;
act as a public “watchdog”; (GA, in an emergency does this really
help???)
search out interesting, newsworthy or sensational stories;
inform and educate;
interpret information;
set public agendas or reflect what is already on the public agenda;
attract listeners/viewers;
reach large numbers of people; and
13. News Media (Cont.)
ow can the news media help during an emergency?
nform and educate;
get the story out quickly;
each major target audiences;
ally support;
unction as a public watchdog (for example by calling into question
actions or recommendations); (GA, does this help?)
help prevent undue fear and anxiety;
provide accurate and needed information;
correct erroneous information;
encourage appropriate behaviours; and
calm a nervous public.
14. News Media (Cont.)
What are news editors and producers typically
king for in a story?
stories that increase ratings and profits by attracting
arge numbers of readers, viewers or listeners;
stories that reflect the agendas or serve the interests of
he editors, owners or publishers of media organizations;
stories that help people understand issues so they can
make informed choices;
stories that serve the public interest; and
stories that advance the personal career of the reporters.
15. Genesis
When people are stressed or upset, they
often have difficulty hearing,
understanding, and remembering
nformation and typically can only process
3 messages at a time.
Thus the genesis of 3, 9 and 27.
16. THE RULE FOR ORAL
RESPONSE, 3, 32, 33
(Source: VC, Modified by GA)
Use no more than three (3) messages
Use no more than 32 (9) seconds to deliver
he three (3) messages
Use no more than 33 (27) words to deliver
he three (3) messages
17. The Three Messages (Source VC)
Compassion (I understand your concerns.)
Conviction (We are taking all necessary
steps to minimize any impact, to determine
he cause and to hold persons
accountable.)
Optimism (We are taking all steps to
18. Example of 3, 9, 27
“The number of casualties is more than
y of us can bear ultimately.
And I believe we will become stronger.
ronger economically, politically, and most
mportantly, emotionally.”
ayor Giuliani, 9/11/2001
19. 77 Questions
See WHO Handout
“Journalists are likely to ask six questions
n a crisis (who, what, where, when, why,
how) that relate to three broad topics: (1)
what happened; (2) what caused it to
happen; (3) What does it mean?”
20. Generalizations Regarding
Interviews
What is safe, what is harmful, effect on
children, effect on environment, safeguards
c
Is the situation dangerous, is it under control,
what can go wrong, headlines, more viewers,
sell more newspapers
s/Media
What is safe, what is the elected official’s
position, education, constituents concerns
ed Official
Elements of Concernanization
21. Risk Communication
Pay attention to verbal and non-verbal
communication
n high stress situations non-verbal
communication more important
Tell the truth
Keep it simple
Pay attention, listen and observe/watch
Disseminate the facts
22. Risk Communication (addition)
f the status of the situation is uncertain
incomplete or conflicting initial information or
uncertainty in the particulars), a reasonable
approach for the Initial communication would be
o err on the conservative and add the statement
hat the situation is being closely monitored by
experts and they are providing periodic status
updates, later it can be indicated that the
situation was not as bad as was initially thought
23. allmarks of Effective Radiological
isk Communication (Key Points!)
Prepare
Listen
Understand the person(s) asking the
questions. What are their concerns?
Verbal and non-verbal communication
Provide a message, receive feedback,
clarify
24. Hallmarks of Effective Radiological
Risk Communication (cont.)
Be careful of the words that you use
Do not believe that everyone knows what you
know
No jargon (1 X 10-5, milli Sieverts, femto
Becquerels) , do not switch units (micro SV to
milli SV, GA uses mrem for everything)
Do not use the label acceptable risk (YUK!)
ABSOLUTELY) No Hormesis
26. Place Risk in Perspective
Radiation dose received during 14 hour flight
rom Los Angeles to
Sydney = ~ 30 micro SV (3 mrem)
Annual natural radiation dose to an individual in
Australia = ~ 1560 micro SV (156 mrem)
Total (natural + medical) annual radiation dose
o George Anastas in Albuquerque, New Mexico,
USA (6,000 feet, U, Rn) = 6000 micro SV (~600
mrem) (note: I don’t receive a lot of medical
related dose.)
27. Place Risk in Perspective (cont.)
Typical Effective Radiation Dose from
Single Diagnostic X Ray-Single Exposure
1200/120Abdomen
800/80Hip
700/70Pelvis (AP)
Effective Dose
(μSV/mrem)
Examination
28. Place Risk in Perspective (cont.)
Radiation Dose from Complete Procedure
7500-Angioplasty (heart study)
8000/800CT chest
7000/700Barium Enema (10 images,
37 sec. fluoroscopy)
Effective Dose
(μSV/mrem)
Complete Examinations
29. Place Risk in Perspective (cont.)
Typical Effective Radiation Dose from Nuclear
Medicine Examinations
18,500/1,850Tumor/Infection
11,800/1,180Heart (using Tl-201)
4200/420Bone
Effective Dose
(μSV/mrem)
Nuclear Medicine
Scan
30. Place risk in Perspective (Cont.)
Patient Doses from Dental X Ray Examinations
30/3.0Bitewing
15/1.5Full mouth (18
exposures)
Effective Dose (μSV/mrem)Exam
31. THANK YOU ARPANSA
Man's Exposure To Ionising Radiation
Source Of Exposure Exposure/Yr
Natural Radiation (Terrestrial and Airborne) 1.2 mSv
Natural Radiation (Cosmic radiation at sea level) 0.3 mSv
Total Natural Radiation 1.5 mSv
Nuclear Fallout
– (From atmospheric tests in 50's & 60's) 0.02 mSv
Chernobyl (People living in Control Zones
near Chernobyl) 10 mSv
Cosmic Radiation Exposure of Domestic Airline Pilot 2 mSv
Exposure per Event
Seven Hour Aeroplane Flight 0.05 mSv
32. • Health Risks Arising From Low Doses of Ionising Radiation
Effect Risk Normal Incidence
Risk of cancer from 1 mSv of
Radiation 1 in 17,000* 57 in 17,000**
Risk of severe hereditary
ffect from 1 mSv of radiation 1 in 77,000 1,770 in 77,000
Age standardized lifetime probability for whole population.
*Age standardized incidence rate for whole population (not necessarily
atal).
The risk of obtaining cancer from 1 mSv of radiation exposure is equivalent
o the risk of getting cancer from smoking approximately 100 cigarettes.
33. Risk Communication:
Emergency Response for a
Nuclear Incident
Best Reference for a REAL ACCIDENT is
he Report of the Kemeny Commission on
he Accident at Three Mile Island.
Required reading.
Tells what communication was effective
and what communication was not
effective, and why the communication
was not effective.
34. Kemeny Report
The response to the emergency was dominated
by an atmosphere of almost total confusion.
There was lack of communication at all levels.
Many key recommendations were made by
ndividuals who were not in possession of
accurate information, and those who managed
he accident were slow to realize the significance
and implications of the events that had taken
place. Page 17
35. Kemeny Report
n addition to all the other problems with the
NRC, we are extremely critical of the role the
organization played in the response to the
accident. There was a serious lack of
communication among the commissioners,
hose who were attempting to make the
decisions about the accident in Bethesda, the
ield offices, and those actually on site.
This lack of communication contributed to the
confusion of the accident. Page 21
36. Kemeny Report
Although there were designated channels of
communicationand specific responsibilities
assigned for federal agencies responding to the
radiological emergency at TMI (for example,
nteragency Radiological Assistance Plan), the
existence of these channels and responsibilities
was generally unknown to many high-level
ederal officials. In several instances during the
course of the accident, some federal agencies
were unaware of what other federal agencies
were doing in providing support personnel and
37. Kemeny Report
Clearly defined roles and responsibilities
or operating procedures and practices
must be established (and practiced, GA)
o ensure accountability and smooth
(credible and accurate, GA)
communication. Page 69
39. References
*http://www.trmc.aec.gov.tw/eng/nat_foreword.htm
RADIATION EXPOSURE FROM MEDICAL
DIAGNOSTIC IMAGING PROCEDURES at
http://hps.org/documents/meddiagimaging.pdf
Ballinger PW. Merrill's atlas of radiographic positions
and radiologic procedures. 5th ed. Vol. 1. St. Louis: CV
Mosby; 1982
http://hps.org/hpspublications/articles/dentaldoses.html
41. References (Cont.)
Any and all articles and papers by Dr. Vincent T.
Covello, Center for Risk Communication, 29
Washington Square West, Suite 2A, New York,
New York 10011 and Presentations at the HPS
2010 Mid Year Meeting in Albuquerque and at
he April 2010 Meeting of the NCRP in Rockville
ARPANSA at
http://www.arpansa.gov.au/radiationprotection/fa
ctsheets/is_rad.cfm#7
