OSH Communication and Risk In view of the report : Priorities for occupational safety and health research in E

1. OSH Communication and Risk In viewofthereport: Priorities for occupationalsafety and healthresearch in Europe: 2013-2020 Sture Bye DirectorofCommunication and International Relations

2. Lineout • On me • NIOH Norway – a traditionalist • Communication • Risk • Risk Communication and OSH • EU-OSHAsreport and communication • Challenges • Back to risk and communication

3. On me • 42 years, married, 2 children • Background – life: • Bluecollar, Narvik Norway, • Sibling No. 3/3 (= less IQ according to research from NIOH) • Knewwhat I wanted to do at the age of 12 (= still smart) • Background – studies: • Marketing, Sociology (work and cultural), Media and Communication, • Management, Geography, Philosophy, Strategy, Administration • Background – work: • Postal services, Geography, Sport, Art, Classicalmusic, Training, Construction, Defense, Education, Dotcom, Mobile gaming, Radio, Events, Film, Health

4. NIOH Norway (STAMI) Publically funded but not bound An objective partner for all parties in the Norwegian worklife The Norwegian authorities main institution and advisor for research upon work environment and occupational health Scientific and strategic advisor for the Labour and Petroleum Inspectorate Authorities A sectoral institute Budget: approx. 13 mill € Approx 122 man-labour years

5. NIOH on media and PR • Communication at NIOH shallcontribute to: • Peoplehaving, as far as possible, a safe, meaningfull and health-bringingworkinglife • Reduceworkrelatedsicknessabsence • Provide a possibility to prolonguetheirworkinglife • Enhancetheparticipation in theworkinglife

6. NIOH on media and PR Bothinbound and outbound; both old and new media By theemployees at NIOH – each and one in particular By thepoweroftheirknowledge, theirrole and theirresponsibility By theirresearch-projects and the findings therein By theinstitutesrole in society

7. Communication WHY? Butreally WHY? How? Disruptive Sizeable Shareable Disintegrated Mashable Engagement driven Not one-way-delivery Start-stories Direct For themany For thefew By themany • To stand out • To be unique • To perform better • To create • To educate • To deliver To succeed better To teach others To make deliveries To be visible To learn To engage To take part To share To performtogether To be - Not just to exist

8. Scientific communication Paper… But, digitallyaccessible to ease my ownwork Static Peer-review Controlledaccess For thefew – for theeducated Citation-focus The wholeproject In a way – followtheleader (ofyourfield), but be brave and ingenious End-story – do not tell about it beforepublished; then, to theonesthat understand Science takeoncommunication: ”Yes, weseethatweneedpeople like you…, butwe do not like it and wewill not bend!

9. Prevention Most often: Social campaigning Quest to changebehaviour Politicallydecided ’sign ofthe time’ akawhat’s in thewind/what’smodernnow Everynow and then: Involvement in activities Almost all the time: Little – to no – scientific studies performedonimpact, effect and or change Little significantbackgroundonactivitieschosen Little follow-upafterthecampaign More and more: Usingdifferenttools to reach and to have an impact (ex OIRA) Setting up interventions to seewhat has impact and not Directedtowardsuser-needs

10. Risk a situation involving exposure to danger Oxford Dictionary

11. ”You’regonnaneed a biggerboat”

13. Risk Communication Risk Communication most oftencomes to lifewhen a crisisoccurs Therefore it is of vital importance to rememberthat: Risk Communication is counter intuitive! - One cannotwaituntil all information is on hand - One cannotnecessarily show thatone is in control - The situation is on-going and needs to be handled Source: Jana Telfer, National Center for Environmental Health, CDC, Risk CommunicationSpecialist American Authorities’ advisor to Japan during theFukushimacrisis

14. Risk Communication Good Risk Communicationthereforeinvolves: - Be human conveyfeelings; caring and empathy - Acknowledgeuncertainty it’s bad – it cangetworse - Shareinformation as it comes in we know, wedon’t know, we do this to close gap Source: Jana Telfer, National Center for Environmental Health, CDC, Risk CommunicationSpecialist American Authorities’ advisor to Japan during theFukushimacrisis

15. Risk “Risk communication, and OSH communication in general, are closely related to the transfer and dissemination of research results.” Priorities for OSH research in Europe 2013-2020

16. On Risk in our setting Risk assessment - Scientific / Based in science Risk management - Policy and/or study/reviewofconsequences Risk communication - Risk perception – risk communication

17. On Risk in our setting Individuallevel – whentheworkerknocksonyourdoor Group level – clustersofillness, specialevents and follow up Populationlevel – is factor x in workpotentiallyharmful for health; whatdoesscience know?

18. Risk Communication Risk Communication is more or less a regularcommunicationprocess in, most often, a regularsituation; Every so often, it involvesregularcommunication in a non regularsituation A two-wayinteractivecommunicationprocesswhichprovidesthenecessaryinformation; In order for theinvolved to be able to make decisionsregardingtheirownhealth and safety It is integrated in therisk-analysisprocess and most functionalwhenperformedsystematically http://www.who.int/foodsafety/micro/riskcommunication/en/

19. Priorities for occupationalsafety and healthresearch in Europe: 2013-2020

20. Communication Risk communication is – in general – related to scientific findings Communication is a keycomponentofeffective risk management It empowersnon-expert and includes stakeholders The communicationfocus is orientedonchangeofbehaviour - The reportstates a need for strengthenedresearchon risk communication

21. Priorities The identificationof stakeholders and target groups To characteriseofthe stakeholders and target groups To assesstheeffectivenessofdifferentcommunicationchannels To adaptthesechannels to theOSH-audiences

22. Priorities Assessingnewtechnologies Identifyingunderlyingmehcanisms and influences Investigatinghowtheseare determinants ofbehaviour Furtherdevelopmentofmethodologiesofevaulation Developmentof risk communicatonstrategiessuitable for uncertainty - Leadingus back to thestatedneed for strengthenedresearchon risk communication; with an additionofeffect and impact

23. Challenges

24. Whathappens in the world of OSH + science • Interactivetoolsarebeing more and more used - • (www.stami.no_noa) • Interactivityeatsit’swayintopeer-review - (http://www.rsc.org/AboutUs/News/PressReleases/2013/Altmetric-partnership-article-level-metrics.asp) • Science goesmobile;NIOSHmergesscience and media convergence - • (http://www.synlab.gatech.edu/project.php?id=66) • Social media is positioningwithintheresearchers world, changing action and providing a platform for personalizedinbound media withinscience as well - • (http://www.researchgate.net/)

25. #peer-review #science Becomesopen and shared #video #sharing #stories Contentchanges – storieschange #storytelling #science #emotions Becomesengaging and shared #smartphone #onthemove #shiftofuse We must adjust to othermedia-types

26. Whatdoesthismean to us? • EASY: theset-up is changing • the storytelling is changing • thetarget-groupsarechanging • technology is continouslychanging • science-performing is changing • HARD: it impostschangesonhowwethinkscience and dissemination • it impostschangesonhowwearebeingperceived • it impostschangesonourculture and wayofbeing • it impostschangesonourvisibility • it impostschangesonhowweperceiveourselves and whatwe do

27. Challenges New Media does not changescience - – it changestheperceptionofscience and its findings – it changesthepossibilties to performscience – it changesthedissemination and importanceofscience – it challengesthe scientists onother arenas butscience – it providespossibilities for enhancedtransparency and opennes – it providespossibilities for more accountability and trust – it must changeculture; ourscientificcultureondissemination

28. Back to Risk and OSH communication It is all aboutstrategicleadership and strategiccommunication Integrateduseofchannels Strategicallydecided and used Risk assessmentneeds to be performed more regularly Not just onend-findings, butonthestoriesthatcarriesour findings Weneed to addsurveillanceintotheequation Big data OSH Surveillance data and indicators Eurofund-statistics Weneed to addsocial media content and engagementintotheequation What is the talk on? Canwe spot thenext area ofcommunicative action by useof #

29. Risk Communication - tools • Center for Risk Communication • Information dealing with the development and use of advanced communication • methods. • http://www.centerforriskcommunication.com • Health Risk CommunicationBibliography • National Library of Medicine bibliography listing for Health Risk • Communication. • http://www.nlm.nih.gov/archive/20061214/pubs/cbm/health_risk_communication.html • CDC Risk and Crisis Communication Tools • Crisis and Emergency Risk Communication (CERC); Preparedness • and Response. • http://emergency.cdc.gov/cerc/

30. Contact Sture Bye DirectorofCommunication & International Relations National Institute ofOccupational Health, Norway (STAMI) +47 92484243 slb@stami.no www.stami.no Twitter: @Sturebye @STAMI_Norge