Risk communication equations
Findings from the swine flu communication research form the basis of Insignia’s risk communication equations which indicate the likelihood of a media encounter creating a greater sense of public reassurance, or heightened anxiety:
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
Spokespeople who are able to match up to the reassurance equation are more likely to be successful in getting their message through and inspiring public confidence as a result. Those who reflect the anxiety equation have the potential to raise concern levels rather than allay them.
Insignia offers a benchmarking service to assess the extent to which organisational spokespeople successfully deliver against the reassurance equation. This is based on analysis of real interview footage of previous media encounters, or scenario-based training. For further details of the spokesperson benchmarking service, please contact us by clicking here.
Risk Communication Equations Download Report (440kB pdf)