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

Risk CommunicationRisk Communication

RD300RD300

24 October 200124 October 2001

Risk CommunicationRisk Communication““An An interactive processinteractive process of exchange of of exchange of information and opinion among individuals, information and opinion among individuals, groups, and institutions. It involves groups, and institutions. It involves multiple messagesmultiple messages about the nature of about the nature of risk and other messagesrisk and other messages, not strictly , not strictly about risk, that express concerns, opinions, about risk, that express concerns, opinions, or reactions to risk messages or to legal or reactions to risk messages or to legal and institutional arrangements for risk and institutional arrangements for risk management”. management”.

(US National Research Council 1989)(US National Research Council 1989)

Expert perspective:Expert perspective:

Risk = Probability x ConsequencesRisk = Probability x Consequences

Lay person’s perspectiveLay person’s perspective

Risk = Hazard + OutrageRisk = Hazard + Outrage

““Outrage” refers to the level of public Outrage” refers to the level of public anger and fear about an environmental anger and fear about an environmental risk issue. risk issue.

Outrage can have a greater influence on Outrage can have a greater influence on citizens' reactions to a hazard than the citizens' reactions to a hazard than the scientifically calculated risk. scientifically calculated risk.

When people become outraged, they may When people become outraged, they may overreact. Conversely, if people are not overreact. Conversely, if people are not outraged, they may under-react.outraged, they may under-react.

Outrage FactorsOutrage Factors

voluntary vs involuntaryvoluntary vs involuntary

natural vs industrialnatural vs industrial

fair vs unfair (equitable vs inequitable)fair vs unfair (equitable vs inequitable)

familiar vs exoticfamiliar vs exotic

not memorable vs memorablenot memorable vs memorable

not dreaded vs dreadednot dreaded vs dreaded

knowable vs unknowableknowable vs unknowable

Outrage FactorsOutrage Factors

morally irrelevant vs morally relevantmorally irrelevant vs morally relevant

controlled by the individual vs controlled controlled by the individual vs controlled by the system.by the system.

trustworthy vs untrustworthy.trustworthy vs untrustworthy.

open process vs closed process open process vs closed process (procedural justice)(procedural justice)

Reasons why companies may not Reasons why companies may not involve the public in risk decisionsinvolve the public in risk decisions

Issues are viewed as too complex.Issues are viewed as too complex.

Fear that the public may demand Fear that the public may demand unreasonable solutions.unreasonable solutions.

Fear of loss of control.Fear of loss of control.

Time consuming and costly. Time consuming and costly.

Traps that industry fall into when Traps that industry fall into when dealing with risk issues and the dealing with risk issues and the

public.public.

Resenting the lack of public trust and Resenting the lack of public trust and becoming defensive.becoming defensive.

If the public understood the facts they If the public understood the facts they would come to the same conclusions as would come to the same conclusions as we have.we have.

Ignoring outrage.Ignoring outrage.

Improve your trust and Improve your trust and credibility by paying credibility by paying attention to process.attention to process.

Be proactiveBe proactive

Planning a Risk Communication Planning a Risk Communication StrategyStrategy

Key questions to answer:Key questions to answer:

What is the purpose of the risk What is the purpose of the risk communication?communication?

What are the specific objectives?What are the specific objectives?

Are there existing laws or policies Are there existing laws or policies regarding risk communication requirements regarding risk communication requirements (eg. Superfund projects)?(eg. Superfund projects)?

Key questionsKey questions

Is this a ‘care communication’, a ‘consensus Is this a ‘care communication’, a ‘consensus communication’, or a ‘crisis communication’?communication’, or a ‘crisis communication’?

Is the risk relatively new? What is its Is the risk relatively new? What is its visibility?visibility?

What are the characteristics of this risk?What are the characteristics of this risk?

What are the potential outrage factors?What are the potential outrage factors?

Key questionsKey questions

Who is the audience?Who is the audience?

What are the needs of the audience?What are the needs of the audience?

Where are you on the ladder of public Where are you on the ladder of public involvement?involvement?

Where is the audience on the ladder of public Where is the audience on the ladder of public involvement?involvement?

What are the characteristics of the audience(s)?What are the characteristics of the audience(s)?

Ladder of Public InvolvementLadder of Public Involvement

Self determinationSelf determination LevelLevel

Delegated authorityDelegated authority ofof

Joint planningJoint planning involvementinvolvement

ConsultationConsultation of theof the

Information feedbackInformation feedback publicpublic

EducationEducation

PersuasionPersuasion

Key questionsKey questions

Have you used audience analysis Have you used audience analysis information to tailor your risk messages?information to tailor your risk messages?

Have you presented technical information in Have you presented technical information in a way that the public can understand?a way that the public can understand?

Have you considered conveying your Have you considered conveying your message by means other than written message by means other than written words (eg. pictures).words (eg. pictures).

Key questionsKey questions

Which public involvement techniques are Which public involvement techniques are appropriate for this situation and these appropriate for this situation and these stakeholders?stakeholders?

Are the techniques you have chosen:Are the techniques you have chosen: information giving/education?information giving/education? information seeking?information seeking? consensus building?consensus building?

Key questionsKey questions

What are the advantages/disadvantages of What are the advantages/disadvantages of the techniques you have chosen?the techniques you have chosen?

How will the media be involved in this risk How will the media be involved in this risk communication strategy?communication strategy?

Key questionsKey questions

Can your strategy be implemented successfully?Can your strategy be implemented successfully?

Have you developed a schedule of activities and Have you developed a schedule of activities and prepared a plan?prepared a plan?

Are there resource issues (staff, skills, time, Are there resource issues (staff, skills, time, money)?money)?

How will you know if your risk communication How will you know if your risk communication strategy has been successful?strategy has been successful?

The Risk Communication Plan The Risk Communication Plan Should Document:Should Document:

Purpose of the risk communication.Purpose of the risk communication.

Background on the risk issue (who is affected, Background on the risk issue (who is affected, risk characteristics).risk characteristics).

Specific objectives for the risk communication Specific objectives for the risk communication effort.effort.

Audience profile Audience profile key audience characteristicskey audience characteristics

Risk Communication Strategy OutlineRisk Communication Strategy Outline

Public involvement activities (include Public involvement activities (include reasons why specific techniques were reasons why specific techniques were chosen)chosen)

Strategy implementationStrategy implementation Scheduling of activities (dates, location, duration)Scheduling of activities (dates, location, duration) Staffing and other resource issuesStaffing and other resource issues

Monitoring and evaluation of risk Monitoring and evaluation of risk communication strategy.communication strategy.

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

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