A model for developing risk communication strategy

Abstract

Risk communication is of vital importance in today’s society, as audiences become ever more questioning of the causes and effects of risk. However, the communication of risk is a complex activity involving many different types of communicators from scientists, to the media, to government agencies, industry and consumer groups, each of which has its own agendas to fulfil. Such variation across the communication of the same risk can lead to confusion, misunderstandings and subsequent misreporting in the media. This paper proposes a new model which aims to prevent such unnecessary fallouts. The model provides a method by which all communicators can reliably appraise risk in the context of the current risk environment, allowing the successful design and implementation of an effective communication strategy. The model highlights the necessity that the next era of communication must be directed towards a collaborative approach between communicators across the board.