Lesson 1: Basic Concepts in Risk Communication
Topic 3: Why Risk Communication?
An essential component of risk analysis is effective communication of both information, and opinions on risks associated with real or perceived hazards. Effective risk communication should apply the common sense principles of good communication, and be mindful of the purpose behind the risk communication effort.
Objectives:
- Explain and discuss the general characteristics of effective versus ineffective communication
- Explain why risk communication is important
- Explain when risk communication is needed
Characteristics of Good and Bad Communication
Much has been written about what constitutes good versus bad communication. When some common sense principles are applied, good communication skills can be learned and effective messages developed and delivered. A list of good communication principles is given below. The list is in no particular order of importance.
Roll your mouse over each of the principles to learn more.
In plant health, communication can originate from official sources at international, national, or local levels. It can also come from other sources, such as industry, trade, consumers, and other interested parties. Effective communication of information on risks associated with real or perceived hazards is an essential component of the risk analysis process.
In contrast, bad communication:
- Does not consider who the audience is
- Uses language that is offensive and disrespectful
- Uses acronyms, language, and jokes that only a few people understand
- Is unclear and disorganized
- Uses inappropriate feedback mechanisms
- Is incomplete
- Uses language that is not clear
- Focuses on one’s own organization
- Is not courteous
- Is not delivered with empathy
- Does not pay attention to audience responses
- Is done late and infrequently.
Why is risk communication important? At its most basic level, risk communication is important to those involved in risk analysis (risk assessors and risk managers). They must have a shared understanding of the risk(s) in order to use the information in the best way possible, and to reach appropriate management decisions. Essentially, risk communication provides the essential links between risk assessment, risk management, and the public. Risk communication reconciles differing perceptions of risks and provides an appreciation for stakeholders’ points of view.
When is Risk Communication Needed?
Subject-matter experts have identified five goals, or purposes, of risk communication: building trust in the communicator, raising awareness (of a potential hazard), educating, reaching agreement or, at least, consensus, and motivating action. Because of these different purposes, different strategies of risk communication might be appropriate for different goals. For example, direct short messages might be best for raising awareness, but stakeholder participation is more appropriate for reaching agreement on the magnitude of a risk and what actions to take in response. In addition, measures of success can vary, depending on the purpose of the risk communication effort.
Effective risk communication is important in PRA to ensure that risk assessors, risk managers, and stakeholders have a shared understanding of risk so that the best management decisions are made.
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