Risk communication: some underlying principles

Abstract

Attention is drawn to the need to provide information to the public about environmentally hazardous or intrusive facilities. It is suggested that given the increasing disputatious nature of environmental decision making and growing environmental sensitivity, planners and policy makers are recognising that specialist knowledge is required to design and evaluate the effectiveness of risk communicationsThe paper describes the context within which such communications may be used, discusses some of the ethical issues involved and outlines some of the psychological principles drawn upon when considering the content, format and method of dissemination.Specific examples of risk communication are given that vary with respect to the level of interaction between the communicator and intended audience and the amount of power devolved to the risk bearers in influencing the outcome of the planning or decisionmaking process.

The Role of Mass Media Communication in Public Health

“…The concept of communication being 'in the public interest' was viewed as essential in fulfilling the public's need for information and education, or for promoting behavioural change and protective action, in the face of an anticipated disaster or hazard. Brown and Campbell (1991) note that many western societies recognised the need for public information about science and technological risks. They link heightened interest in risk communication to the emergence of environmental impact legislation and the requirement to inform the public.…”

“…Older models of risk communication are low in terms of both power sharing and community interaction, in contrast to newer dialogue models that are high in power sharing and high in community interaction (see Table 2). The key message from Brown and Campbell's (1991) British researcher Jenny Kitzinger, who has completed many studies on health issues, says (1994): We are none of us self-contained, isolated, static entities; we are part of complex and overlapping, social, familial and collegiate networks. Our personal behaviour is not cut off from public discourses and our actions do not happen in a 'cultural vacuum'.…”

“…It acknowledges the importance of investigating the interplay between various discourses, including scientific, medical, health, media, and lay discourses, in planning any communication campaign. The key message from Brown and Campbell's (1991) …”

“…The emergence of a participatory or dialogue model, which attempts to explore the disparity between expert information and a diverse public knowledge, has challenged both the 'scientific' approach to the problem of risk communication, and indeed the later perception research. Brown and Campbell (1991) have placed risk communication models within a two by two matrix that categorises the underlying approach in terms of low and high power devolvement, and low and high community interaction. Older models of risk communication are low in terms of both power sharing and community interaction, in contrast to newer dialogue models that are high in power sharing and high in community interaction (see Table 2).…”