1. Risk Communication Guide:
Mobile phones and base stations

2. Why are people concerned?
Risk perception and risk perception factors:

3. The Media on Mobile Phones

4. Suspected Cancer Clusters

5. Widespread Emotional Responses

6. Risk and risk perception factors – why are people concerned?
Mobile phone technology is complex
Mobile phones and their base stations sometimes cause concerns – effective risk communication skills are important
Risk communication aim to:
Establish the communicator as a trusted source of information
Convey information
Notes:
one quarter of mobile phone users do not understand how the technology works, or why base stations are required (direct quote from Risk Communications handbook)
risk communications is most effectively used in situations of LOW trust and HIGH concern
for risk communications to be effective, the primary goal is to establish yourself as a trusted and credible source of information
For more information on the triggers of concern, specifically about mobile phone base stations, refer to the World Health Organization's handbook “Establishing a dialogue on risks from electromagnetic fields” at
Page 15 of the handbook refers to risk perception and how people assess the level of risk associated with different parts of their lives, such as familiar vs. unfamiliar technology, control vs. lack of control.

7. Risk and risk perception factors – why are people concerned?
Why is trust important?
People will not accept information from people they do not trust
Trust – hard to earn, easy to lose
People will place more weight on information that confirms their existing views
A level of trust must be established BEFORE trying to communicate with people – they will not accept information from someone they do not trust
Mobile phone companies (and their representatives) are more likely to be trusted to explain the technology than to provide information on scientific research
There is a vast array of information available to the public about mobile phone health issues.
You can inspire trust by:
Being competent
Being calm and respectful
Being honest and open
Showing your human side, personalise
Using clear language, and being careful not to sound or be condescending
Demonstrate your own values
World Health Organization's handbook “Establishing a dialogue on risks from electromagnetic fields” at
People use four factors when deciding whether you are a trusted and credible source of information:
Are you seen to be responsive to their concerns?
Does what you say and how you say it make sense to people?
Do they think you are professionally competent?
Are you seen to be honest and truthful when dealing with people?
(refer to Risk Communications Guide p. 10)

8. Risk and risk perception factors – why are people concerned?
Perception = Reality
Precautionary recommendations can increase concerns
WHO supports the levels set by ICNIRP as they are based on up to date scientific information.
WHO recommends against arbitrary precautionary levels.
My reality is likely to be different from yours. Age, gender, cultural background, family and education all influence risk perceptions.
Talking about EMF may increase some peoples concerns as they may not have considered the issue previously. Linking EMF to precautionary issues may be interpreted as confirming the possibility of a risk
When faced with calls for precaution, emphasise the protective exposure standards with large safety standards, and the technology that minimises exposure and on going research.

9. Risk Perception Factors