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RISK COMMUNICATION

Ephy Khaemba International Livestock Research Institute

LABORATORY MANAGEMENT AND EQUIPMENT

OPERATIONS WORKSHOP, 17th – 21ST June 2013

Holetta, ETHIOPIA

RISK COMMUNICATION

n Risk communication refers specifically to the process of communicating information about risks with the objective of changing or consolidating the recipients views about the issue.

COMMUNICATION

Three elements of communication: n  Communicator (status, credibility, appeal,

trust and presentation) n  Message (verbal/non verbal, appeal/fear,

presentation style) n  Recipient (attitude, education,

environment and persuasibility)

n The effectiveness and efficiency of communication process depends on the level of attention provided to the communicator by the receiver, the interpretation of the message by the reciver, the situation context the information is provided and the trust of the receiver has in the provider of the information.

COMMUNICATION STRATEGY An effective communication strategy

requires a plan within which responsibilities have been defined. The plan should address 4 desired objectives:

n  Define the key goals of the communication exercise by identifying what the main issues are and what messages must be communicated.

n  Adopt an open multidisplinary approach to communication process by involving where possible all stakeholders.

n  Include information from all relevant sources and avoid presenting an obviously one sided or biased viewpoint.

n  Prepare a balance presentation for messages being communicated and avoid making claims that are clearly difficult to support.

An effective communication strategy should achieve an increased level of knowledge and understanding of the issues among stakeholders who should all feel that they have participated in the communicating process and have been provided opportunity to present their views on the issue

Questions?