Chapter 15 – Face-to-Face Communication

Face-to-face communication can be achieved in a number of ways: one-to-one interactions, speakers bureaus, facility tours, video presentation, information fairs, and others. The characteristic that distinguishes this type of communication from stakeholder participation is that in face-to-face communication, only one party does most of the talking. (The checklist on pages 268-270 provides a concise overview for conducting face-to-face risk communication.)

This type of communication begins with choosing the appropriate spokesperson that has both audience acceptability and organizational acceptability. Audience acceptability can be achieved by selecting a spokesperson that is credible, responsive to concerns, and a believable speaker. Organizational acceptability addresses the ability of the spokesperson to represent the company, listen to audience concerns, answer questions earnestly, and understand the organization’s standpoint on the risk situation.

The spokesperson role can be filled by health care professionals, recognized experts in the field, risk managers, line managers, public affairs staff, or celebrities. Spokespeople can be either internal or external to the risk communication organization depending on a number of factors. Some audiences may perceive spokespeople who are not employed by the organization as more credible or trustworthy. However, it can be difficult to find appropriate representatives who are both available and knowledgeable about the risk to serve this role. Another concern is the ability of the spokesperson to speak to the audience and answer questions well without making the audience members more hostile toward the organization. To address this concern, coaching is often necessary to ensure the spokesperson is prepared to inform the public appropriately.

When speaking to audience members, the spokesperson needs to keep in mind four key things:
Give the audience something to take away – Emphasis key points and provide written materials.
Reinforce your message with visual aids – Make sure the visuals are easy to read and understand.
Speak in the language of the audience – Use words and phrases the audience will understand.
Don’t promise what you can’t deliver – Don’t say you can provide information that is confidential or proprietary.

After reading this chapter, I wanted to see what types of face-to-face communication certain risk communication organizations or associations are using to communicate with the identified audience members. I have always been interested in how the Wolf Creek Nuclear Operating Corporation communicates with community members about power plant operations and safety procedures. This nuclear power plant is in Burlington, Kansas, about two hours from my home town. The Web site says they provide facility tours and have a speakers bureau to provide speakers for civic organizations, schools, and businesses. These forms of face-to-face communication complement other risk communication efforts such as media relations.

In regard to the group’s assigned reading this week, I was interested to find out what types of face-to-face communication were used in the citrus canker eradication effort. The eradication effort was halted when the USDA withdrew funding due to lawsuits and the uncontrollable spread in the 2004 and 2005 hurricane seasons. While the eradication effort was ongoing, the Florida Department of Agriculture and Consumer Services held public hearings. I couldn’t find information about any other face-to-face communication efforts during the eradication effort. This type of communication may have been difficult to use because of the large areas affected and the need to utilize the media to reach the audience. However, I would assume some efforts were made by extension agents to speak to farmers and homeowners about the risk. Has anyone else found this information?