"Most organizations can cope with straightforward bad news, and so can most people. We absorb the shock, and move on. But what happens when we don’t know how bad the news actually is?
When it comes to crises, the news companies must deliver is often potential bad news.
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Communicating about uncertainty — what people call ‘risk communications’ in practice — has become one of the most important challenges faced by anyone who needs to convey or consume information.
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The inherent challenge for risk communicators is people’s natural desire for certainty and closure.
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To start to repair the trust deficit will require a significant retrofit of existing communications practices. Here are three places to start.
Stop improvising. Firms will never be able to reduce uncertainty to zero, but they can commit to engaging with customers around uncertainty in systematic, predictable ways.
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Change the metric for success, and measure results. Avoiding negative press should not be the primary objective for firms that are faced with communicating uncertainty. In the short term, the primary goal should be to equip customers with the information they need to interpret uncertainty and act to manage their risk. In the long term, the goal should be to increase levels of ambient trust and to reduce risks where possible. Communicators need to demonstrate that what they are doing is working, by creating yardsticks that rigorously measure the effectiveness of communications against both these short and long term goals. ... Design for risk communications from the beginning. Consider what it would mean if every product were built from the start with the need to communicate uncertainty about how it will perform when released into the wild — that is, “risk communication by design.”
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People are naturally inclined to prefer certainty and closure, but in a world where both are in short supply, trust deficits aren’t an inevitable fact of nature. We’re optimistic that organizations can do better collectively by making disciplined use of the existing science."
Trechos retirados de "The Art of Communicating Risk"
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