Business Finance
Harvard Implementing Risk Communication Overcoming the Barriers Video Discussion

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Core Module #9 Question 1 Watch the video "Implementing Risk Communication: Overcoming the Barriers (Links to an external site.) (90 minutes). Articulate three “take-aways” from this video that were new to you and explain their significance to risk communication. Question 2 Describe the components of outrage and propose and at least one security related example of each. Question 3 Review the Three Risk Communication "Games" (Links to an external site.) video (30 minutes). Also, review the reading Games Risk Communicators Play. (Links to an external site.) What is meant by the term “game”? Compare and contrast the three games. Question 4 Review the Flying-Classic Case of Risk Perception (Links to an external site.) video (2 minutes). Explain why there is a mismatch between risk perception and risk realities with regard to flying. What was the consequence of this misunderstanding immediately post 9/11 during the holiday travel season? Question 5 Identify and explain a security risk where public perception of risk might not align with the realities of the risk. Question 6 Review the Risk Perception Gap (Links to an external site.) video (20 minutes). Explain the risk perception gap in terms of how it works and its consequences. What are the three dangers of the perception gap? Question 7 Watch the Office Training (Links to an external site.)video (8 minutes). What is the target audience of the video? What strategies were employed to communicate information about office risks? Do you think this video was effective? Question 8 Explain why for a constant “o”, V(e1,o) may not equal V(e2,o) in terms of your new found understanding of risk perception (recall what V is from Module #8 materials). Question 9 Why is hazard easier to manage than outrage? Question 10 Provide an example of a social way of communicating risk and provide an example of an antisocial way of communicating risk. ...
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Core Module #9
Question 1: Watch the video "Implementing Risk Communication: Overcoming the
Barriers (Links to an external site.) (90 minutes). Articulate three “take-aways” from this video
that were new to you and explain their significance to risk communication.
Most of the strategies for outrage reduction recommended in the presentation aimed
at improving the relationship between the public and the individual/entity imposing the risk or
trying to manage the risk. When the public mistrusts the entity managing/imposing the risk,
the level of outrage concerning the hazard will be disproportionately higher than the hazard’s
severity. The first step in risk communication should then consist of admission of past mistakes
and misbehaviors to rebuild public trust followed by the acknowledgment of the public’s
outrage prior to staking the middle ground. Despite the gains made in risk communication
strategies, corporations still find it difficult to communicate risks effectively due to the
organizational and cognitive barriers associated with low risk-high outrage hazards.
Among the cognitive barriers to risk communication is the belief that addressing the
outrage might worsen the situation. While this barrier so often discourages risk
communicators from outrage management of hazards with a political aspect, Sandman argued
that the apathetic nature of humans towards risk makes the buildup of outrage as a result of
over-communication unlikely. However, risk communicators should expect considerable levels
of outrage in initial public meetings when the members of the public are given a platform to
express their outrage. The vocalization of outrage should not be misinterpreted as an increase
in the outrage levels as it will deter the risk communicator from addressing public outrage
before it escalates in the future.
Before risk communicators can address outrage at the public arena, they must first
communicate the need for change within the organization. Sandman recommended
presenting the need for change rather than masquerading the change as an extension of
existing policy. Organizational heads, who have better understanding of the hazard severity
than the public will not understand the need for outrage management if the risk communicator
fails to address the existence of public outrage in the first place. Finally, risk communicators
should acknowledge their humanity and emotionality when communicating the risk of low
hazard- high outrage situations. They will be better equipped to handle the anger and
resentment that arises from being the targets of public outrage facilitating th...

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