Risk Communication and Corporate Conduct: A Classroom Model Tom Bowers Iowa State University David Fisher Iowa State University

Risk Communication Defined Determining acceptable/tolerable limits and the consequences (Heath) Often occurring, as Katz and Miller contend, among parties having different knowledge; experts on one hand and the public on the other. Evolving into a social constructivist model of public participation and into a more democratic approach to risk communication (Waddell)

Risk Communication and Corporate Practice/Policy Discursive practices in risk communication now seen to reflect/construct corporate practice/policy Important to understand the norms and rhetorical appeals of risk communication (the discursive practices) Important to understand the effects of discursive practices on corporate practices

Discourse and Corporate Practice Social reports (including risk communication) are designed to represent the company in particular ways. Is corporate social reporting more than a public relations effort? Social reporting leads to revealing the evidence to support principles of conduct.

A classroom unit Online case: Students develop a sophisticated mental model of corporate information, health, and environmental hazards Rhetorical heuristic: They also need a similarly nuanced model of their “publics, how their publics perceive risk, and how to to communicate about risk with these individuals” (Rowan) Taken together these models create risk communication and inform recommendations for corporate practice.

Case Background Students--Consultants for Fictional Biotechnology Company Assignment--Identify the public concerns while also identifying the extent of the public’s knowledge. Develop communications to address the public’s concerns and resolve the tensions between the corporation and the public. Develop communications to inform company practices.

Our heuristic: Rowan’s Taxonomy Rhetorical framework for identifying tensions/concerns Risk communication is plagued by distrust Try to establish credibility

Because risk communication is about new technology, it is situated within a context of a lack of awareness Because risk communication involves complex scientific, legal, and philosophical issues it suffers from ignorance Risk communication is often affected by disagreement Work to create awareness, enhance understanding, and produce satisfaction (agreement) Our heuristic: Rowan’s Taxonomy

Because risk communication involves topics that are difficult to act on, risk messages sometimes need to move people from states of inertia to action. Encourage enactment, or moving from agreement to enactment Our heuristic: Rowan’s Taxonomy

Establishing Credibility “VitA Rice has been subject to all federal regulations and research trials required and has passed all of them.” We need to include a public “right to know” policy. This means that all of our GMO products need to be marked as such. We don’t want to be accused of sneaking or tricking people into eating genetically modified food.

Increasing awareness and understanding We suggest Omega performs extensive testing of its products for toxicity, allergens, and side effects. In addition strict guidelines and procedures for planting, maintaining, harvesting, storage, and transportation of Omega’s products must be established and enforced.

Farmers are responsible for segregating the crops as indicated by the instructions provided by Omega. Any cross-pollination caused by the fault of Omega is compensated, however we cannot take responsibility for cases that Omega was not the negligent party. The concern with cross-pollination is taken very seriously at Omega, and precautions have already been put in place. Increasing awareness and understanding

Initiating Action Our current marketing plan includes testing the product in impoverished countries—the ones that need our products now—before importing them to the US and Europe. We believe that the benefits of our improved strains outweigh any minor health concerns cited by watchdog groups, and suggest launching a publicity campaign to alert the public of these amazing benefits.

Conclusion