Risk Communication RD300 24 October 2001. Risk Communication “An interactive process of exchange of information and opinion among individuals, groups,

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Presentation transcript:

Risk Communication RD October 2001

Risk Communication “An interactive process of exchange of information and opinion among individuals, groups, and institutions. It involves multiple messages about the nature of risk and other messages, not strictly about risk, that express concerns, opinions, or reactions to risk messages or to legal and institutional arrangements for risk management”. (US National Research Council 1989)

Expert perspective: Risk = Probability x Consequences Lay person’s perspective Risk = Hazard + Outrage

“Outrage” refers to the level of public anger and fear about an environmental risk issue. Outrage can have a greater influence on citizens' reactions to a hazard than the scientifically calculated risk. When people become outraged, they may overreact. Conversely, if people are not outraged, they may under-react.

Outrage Factors voluntary vs involuntary natural vs industrial fair vs unfair (equitable vs inequitable) familiar vs exotic not memorable vs memorable not dreaded vs dreaded knowable vs unknowable

Outrage Factors morally irrelevant vs morally relevant controlled by the individual vs controlled by the system. trustworthy vs untrustworthy. open process vs closed process (procedural justice)

Reasons why companies may not involve the public in risk decisions Issues are viewed as too complex. Fear that the public may demand unreasonable solutions. Fear of loss of control. Time consuming and costly.

Traps that industry fall into when dealing with risk issues and the public. Resenting the lack of public trust and becoming defensive. If the public understood the facts they would come to the same conclusions as we have. Ignoring outrage.

Improve your trust and credibility by paying attention to process.

Be proactive

Planning a Risk Communication Strategy Key questions to answer: What is the purpose of the risk communication? What are the specific objectives? Are there existing laws or policies regarding risk communication requirements (eg. Superfund projects)?

Key questions Is this a ‘care communication’, a ‘consensus communication’, or a ‘crisis communication’? Is the risk relatively new? What is its visibility? What are the characteristics of this risk? What are the potential outrage factors?

Key questions Who is the audience? What are the needs of the audience? Where are you on the ladder of public involvement? Where is the audience on the ladder of public involvement? What are the characteristics of the audience(s)?

Ladder of Public Involvement Self determination Level Delegated authority of Joint planning involvement Consultation of the Information feedback public EducationPersuasion

Key questions Have you used audience analysis information to tailor your risk messages? Have you presented technical information in a way that the public can understand? Have you considered conveying your message by means other than written words (eg. pictures).

Key questions Which public involvement techniques are appropriate for this situation and these stakeholders? Are the techniques you have chosen: information giving/education? information giving/education? information seeking? information seeking? consensus building? consensus building?

Key questions What are the advantages/disadvantages of the techniques you have chosen? How will the media be involved in this risk communication strategy?

Key questions Can your strategy be implemented successfully? Have you developed a schedule of activities and prepared a plan? Are there resource issues (staff, skills, time, money)? How will you know if your risk communication strategy has been successful?

The Risk Communication Plan Should Document: Purpose of the risk communication. Background on the risk issue (who is affected, risk characteristics). Specific objectives for the risk communication effort. Audience profile key audience characteristics key audience characteristics

Risk Communication Strategy Outline Public involvement activities (include reasons why specific techniques were chosen) Strategy implementation Scheduling of activities (dates, location, duration) Scheduling of activities (dates, location, duration) Staffing and other resource issues Staffing and other resource issues Monitoring and evaluation of risk communication strategy.

Risk communication does not necessarily result in consensus on controversial issues or in uniform personal behavior.

Risk communication is only as good as your performance in managing the risk.