15 8 Foundational Principles 8.1 Case Diary: A Disease Outbreak in Africa 8.2 Trust Determination 8.3 Characteristics and Attributes of Trust 8.4 Case Study: Trust and the Chernobyl Nuclear Power Plant Accident 8.5 Case Diary: The Fukushima Japan Nuclear Power Plant Accident27 8.6 Gaining Trust in High‐Stakes Negotiations 8.7 Case Diary: Gaining Trust and the SARS Outbreak in Hong Kong 8.8 Trust and Culture 8.9 Cultural Competency 8.10 Risk Perceptions, Trust, and Cultural Theory 8.11 Risk Perceptions, Trust, and Worldviews 8.12 Case Diary: Fame, Family, and Fear in Public Health Communications 8.13 Chapter Resources Endnotes
16 9 Best Practices for Message Development in High Concern Situations 9.1 Case Diary: Mapping Through a Maze of COVID Confusion 9.2 Introduction 9.3 Crafting Messages in the Context of Stress and High Concern Decision‐Making 9.4 Message Mapping 9.5 Summary 9.6 Chapter Resources Appendix 9.1 The 93 most frequently asked questions by journalists and the public following a major crisis, emergency, or disaster. Appendix 9.2 The 400 plus most frequently asked questions following an active shooter incident. Appendix 9.3 Change management: frequently asked questions. Appendix 9.4 The most frequently asked questions at environmental cleanups and hazardous waste sites. Endnotes
17 10 Communicating Numbers, Statistics, and Technical Information about a Risk or Threat 10.1 Case Diary: A Civil Action 10.2 Introduction 10.3 Case Study: Numbers, Statistics, and COVID‐19 10.4 Brain Processes That Filter How Technical Information about Risk or Threat Is Received and Understood 10.5 Challenges in Explaining Technical Information About a Risk or Threat 10.6 Framing 10.7 Technical Jargon 10.8 Information Clarity 10.9 Units of Measurement 10.10 Case Study: Risk Numbers, Risk Statistics, and the Challenger Accident 10.11 Comparisons 10.12 Lessons Learned 10.13 Chapter Resources Endnotes
18 11 Evaluating Risk, High Concern, and Crisis Communications 11.1 Case Diary: Finding the Road to Rio 11.2 Introduction 11.3 Benefits of Evaluation 11.4 Evaluation Practices for Risk, High Concern, and Crisis Communication 11.5 Case Studies of Evaluation Comparison to Best Practice: Hurricane Katrina, COVID‐19 and Vaccination Hesitancy, and Outbreak of COVID‐19 in Wuhan, China 11.6 Barriers and Challenges to Evaluation 11.7 Evaluation Measures 11.8 An Integrated Approach to Evaluation 11.9 Resource: Case Study of Focus Group Testing of Mosquito‐Control Messages, Florida, 2018–201936 11.10 Evaluation Tools 11.11 Chapter Resources Endnotes
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12 Communicating with Mainstream News Media
12.1 Case Diary: A High Stakes Chess Game with a News Media Outlet
12.2 Introduction
12.3 Characteristics of the Mainstream News Media
12.4 Guidelines and Best Practices for Interacting with Mainstream News Media
12.5 The Media Interview
12.6 Lessons and Trends
12.7