Читать книгу Theorizing Crisis Communication - Timothy L. Sellnow - Страница 24

The Hear-Confirm-Understand-Decide-Respond model is a useful and comprehensive way of framing warning messages within larger systems and more general models, and it accommodates basic principles of communication effectiveness. Its predictive value, as research has shown, is in demonstrating that basic principles of effective communication, such as consistency, repetition, understandability, and credibility, facilitate the effectiveness of warnings. As a general framework, it is very flexible and parsimonious but does not address many of the more specific processes of warnings as a form of risk communication. The framework makes limited reference to audience or contextual factors that may influence perceptions, interpretation, and action. These factors, including the level and form of the specific risk and previous experiences with risks, are important features of any risk communication process. Moreover, this model does not explicitly predict the effectiveness of warning messages in generating desired behavioral outcomes. In addition, this approach to public warnings does not reference interactions and feedback loops among the three subsystems. As with other linear models, the Hear-Confirm-Understand-Decide-Respond model may fail to capture the dynamic nature of communication processes.