Download RD300 Risk communica..

Risk Communication
RD300
24 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
Delegated authority
Joint planning
Consultation
Information feedback
Education
Persuasion
Level
of
involvement
of the
public
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 seeking?
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
Risk Communication Strategy Outline
Public involvement activities (include
reasons why specific techniques were
chosen)
Strategy implementation


Scheduling of activities (dates, location,
duration)
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.