In this article, we summarise research that identifies best practice for communicating about hazards where the risk is low but public concern is high. We apply Peter Sandman's 'risk = hazard + outrage' formulation to these risks, and review factors associated with the amplification of risk signals. We discuss the structures that determine the success of risk communication strategies, such as the capacity for early communication to 'capture' the dominant representation of risk issues, the importance of communicating uncertainty, and the usefulness of engaging with communities.We argue that, when facing trade-offs in probable outcomes from communication, it is always best to choose strategies that maintain or build trust, even at the cost of initial overreactions. We discuss these features of successful risk communication in relation to a range of specific examples, particularly opposition to community water fluoridation, Ebola, and routine childhood immunisation.
IntroductionPublic and environmental health officers make careful risk assessments about a range of hazards. The question of how to best manage these risks is given equally careful consideration. Best practice in risk management is complex, often requiring policies whose goals are not merely to minimise the harms caused by the hazard itself, but to provide an appropriate balance between a range of interests, such as the need for safe water, air and soil; the need for people to work, and for business to survive and thrive; and the need for communities to have quality of life, enjoyment, security and amenity.After such thought and care, it can be challenging when a carefully crafted policy strategy is thrown into disarray because of public reactions to sensationalised media headlines, or because of public fears about lowrisk, highly beneficial policies. However, such outcomes can be mitigated, and sometimes prevented altogether, by making communicating about risk as critical as risk assessment in the risk management process. Risk Communicating about risk: strategies for situations where public concern is high but the risk is low