Guidance on risk communication in practice

Planning your risk communication approach Carefully consider: The message The messenger The means The message: What information is being communicated Should be simple and concise Could comprise a statement backed up with supporting evidence or third party authorisation and should lead the audience to a conclusion The messenger: A local point of contact is better than someone from head office Preferably the point of contact would be the same throughout the project timeframe Body language is important, both of the messenger and the audience If possible look to involve trusted third parties with established credibility, such as doctors, scientists, local community leaders The means: Consider the most appropriate means of communication based on the identified key stakeholders Options include leaflets, handouts, diagrams or posters Heightened community concerns are best addressed in smaller scale interactions supported by a toolkit of information

Communication tips Keep communications short and concise Make positive statements Avoid using unnecessary technical or industry jargon Be responsive to the concerns of the audience and listen carefully For more information effective risk communication, specifically about mobile phone base stations, refer to the World Health Organization's handbook “Establishing a dialogue on risks from electromagnetic fields” at http://www.who.int/peh-emf/publications/en/EMF_Risk_Chpt2.pdf Sarah’s comments in red Response: in the notes include comments as outlined below Notes: Short and concise Make positive statements: e.g. (i) focus on compliance with the standard, and commitments to provide information about compliance (ii) N = 3P; for each negative statement you make, you need to balance it with 3 positive statements (iii) talk about the benefits of technology, but in a way that takes in to account people’s concerns For example, a community member may ask “you are increasing the level of EME here without any regard to the community… would you want to live here?” A response could be “I work from home on a regular basis and so it is really important to me that I have good mobile coverage” Sometimes it is difficult to avoid technical jargon, so give careful consideration to how it is used. The WHO Risk Communication book states “explain concepts in simple language, and if needed, clarify the technical vocabulary used in fact sheets by experts, including some of the acronyms used (e.g. ICNIRP). A good rule of thumb is to think about how you would explain a technical concept to a friend who does not work in the industry.

Identifying and understanding stakeholders Know your audience: Who might be impacted by the proposal? Who might influence the outcome of the proposal? Who are the key decision makers? What are they concerned about? For more information effective risk communication, specifically about mobile phone base stations, refer to the World Health Organization's handbook “Establishing a dialogue on risks from electromagnetic fields” at http://www.who.int/peh-emf/publications/en/EMF_Risk_Chpt2.pdf Specifically refer to the section “with whom to communicate” Who will be most interested in this issue? What is known about the interests, fears, concerns, attitudes and motivation of the stakeholders? What authorities are responsible for determining and implementing policy? Are there organisations with whom to form effective partnerships? Who can provide advice and scientific

Understanding the stakeholders (1 of 2) Twelve questions to consider in determining the key stakeholders: Who lives nearby? Who are the local officials? Who will be able to see it? Who works nearby? Do children congregate nearby? Are there any important buildings nearby?

Understanding the stakeholders (2 of 2) Twelve questions to consider in determining the key stakeholders (cont): Are there facilities for children, or the aged, nearby? Will it impact on any landmarks? Who are the stakeholders? Are community groups active in opposing base stations or other facilities? Are there recreational facilities nearby, who goes there? Are the local properties lived in by owner occupiers or tenants? Remote landlords may need to be considered, particularly in holiday areas

Guidance on risk communication in practice