UNIT 5
Risk Communication Strategy
LESSON:
STRATEGIES FOR
EFFECTIVE RISK
COMMUNICATION
Risk communication occurs in many
different contexts and both research
and experience suggest that different
risk communication strategies are
appropriate for these different
contexts.
The things that we will
talk about:
General considerations for effective
risk communication
Points to consider regarding public
concerns
Strategies for risk communication in
non-crisis situations
General considerations for
effective risk
communication
Many considerations for effective risk
communication, especially those involving
the public, can be grouped in a sequence
following the systematic approach of the
risk communication process.
background/
information
Understand the scientific basis of the
risks and attendant uncertainties.
Understand the public perception of
the risk
Find out what risk information people
want.
Be sensitive
preparation/
assembly
Avoid comparisons between familiar risks
and new risks
Recognize and respond to the emotional
aspects of risk perceptions
Express risk in several different ways
Explain the uncertainty factors
Maintain an openness, flexibility, and
recognition of public responsibilities
Build an awareness of benefits
Dissemination/
distribution
Accept and involve the public as a legitimate partner by
describing risk/benefit information and control measures in
an understandable way.
Share the public's concern rather than deny it as not
legitimate or as unimportant. Be prepared to give people's
concerns as much emphasis as the risk statistics.
Be honest, frank, and open in discussing all issues.
If explaining statistics derived from risk assessment, explain
the risk assessment process before presenting the
numbers.
Co-ordinate and collaborate with other credible sources.
Meet the needs of the media.
review/evaluation
Evaluate the effectiveness of risk
messages and communication
channels.
Emphasize action to monitor, manage,
and reduce risk.
Plan carefully and evaluate efforts.
-
points to consider regarding public
concerns
Risks that involve some or all
of the following aspects tend
to concern the public more
than those risks that lack
these aspects
Unknown, unfamiliar or rare events as
opposed to well-known or common hazards.
Risks that are controlled by others, rather
than those where the public or the individual
is in control.
Risks resulting from industry action or from
new technology, rather than those perceived
as natural.
Risks where there is significant scientific
uncertainty, or where there is open controversy
among experts as to the probability and
severity of the hazard.
Risks that raise moral or ethical questions, such
as the fairness of the distribution of risks and
benefits, or the rights of one group in society to
put others at risk.
The decision-making process by which a risk is
assessed is seen as being unresponsive or is
unknown.
Therefore, in order to mitigate public concerns
about risks, the following strategies may be used:
Make risks voluntary
Acknowledge uncertainty
Show that expert disagreement on
an issue is merely uncertainty
Determine where control is
Treat all interested parties with
courtesy
Always consider concerns and
complaints seriously.
Strategies for risk
communication in
non-crisis situations
Background/information
Anticipate emerging public health hazards before they
become significant.
Determine the public's perception of the hazard being
considered and their knowledge and behaviour regarding
the risks involved.
Analyze the target audience of a risk communication and
understand their motivations.
Analyze which information channels and messages are
best to be used.
Use the mass media and other appropriate channels to
convey
information.
preparation/assembly
Describe to concerned groups how risk
is determined
Identify shared values and help
individuals identify an approach to
meet their values.
Make messages interesting and
relevant by emphasizing the human
rather than the statistical aspects of a
story.
Use extra care to make a message
interesting enough for the media to
dissemination/
distribution
Use the mass media
e.g. public forums with local opinion leaders to
televise
Sustain communication, to enable public make
better decisions and gain greater understanding
of potential risks and benefits involved
Make risk communication multi-directional,
*from technical experts >> public
*and from public >> experts
dissemination/
distribution
Use participation to sustain efforts.
People have to feel that they are at
the center of health promotion action
or decision for the process to become
effective
Use health education and access to
health information to foster effective
participation of people and
communities
Review/evaluation
Add an evaluation component into
any risk communication strategy
Test the clarity and understanding of
the message with a representative
segment of the target audience
Use risk assessment and risk
management activities in risk
communication to increase the
effectiveness of risk analysis and
ensure proper utilization of resources
Educate and train risk assessors and
risk managers in the principles and
uses of risk communication
Review/evaluation
Effective risk communication can break
through traditional boundaries within
government sectors between:
*governmental and non-governmental
organizations
*and public and private sectors
Co-operation is essential and requires
equal partnerships between between
different sectors at all levels of
governance in societies
Thank
you
for
listening
Group
Bacani, Arielle
5
Cabuloy, Kristina
Estrada, Criziel
Maingat, Hazel
Rocutan, Jade
