Risk Communication Risk Communication

Ortwin Renn

University of Stuttgart

And DIALOGIK gGmbH

Ortwin Renn

University of Stuttgart

And DIALOGIK gGmbH

Part 1Part 1

Why Risk Communication?

The Context of Risk Communication

Why Risk Communication?

The Context of Risk Communication

Objectives of Risk CommunicationObjectives of Risk Communication

Enlightenment: Making people able to understand risks and become “risk-literate”

Behavioral changes: Making people aware of potential risks and help them to take protective actions

Trust building: Assisting risk management agencies to generate and sustain trust

Conflict resolution: Assisting risk managers to involve major stakeholders and affected parties to take part in the risk management process

Enlightenment: Making people able to understand risks and become “risk-literate”

Behavioral changes: Making people aware of potential risks and help them to take protective actions

Trust building: Assisting risk management agencies to generate and sustain trust

Conflict resolution: Assisting risk managers to involve major stakeholders and affected parties to take part in the risk management process

Relevance of Risk CommunicationRelevance of Risk Communication

Health and Safety are top concerns of people in industrial countries

People demand more information and transparency on decisions that affect their welfare

Trust in traditional decision makers is low and replaced by demand of participation

Risk communication is legally demanded in many countries

Health and Safety are top concerns of people in industrial countries

People demand more information and transparency on decisions that affect their welfare

Trust in traditional decision makers is low and replaced by demand of participation

Risk communication is legally demanded in many countries

Important Contextual AspectsImportant Contextual Aspects

Types of audiences:Peripheral versus centralCultural subgroups: entrepreneurial, egalitarian, bureaucratic, individualistic

Sociopolitical climate and styleAdversarial, consensual, corporatist and fiduciary

Levels of risk debateslinear, complex, uncertain but uncontested risks, uncertain and ambiguous risks

Types of audiences:Peripheral versus centralCultural subgroups: entrepreneurial, egalitarian, bureaucratic, individualistic

Sociopolitical climate and styleAdversarial, consensual, corporatist and fiduciary

Levels of risk debateslinear, complex, uncertain but uncontested risks, uncertain and ambiguous risks

Part 2Part 2

Some basics of communicationSome basics of communication

Some Major Insights from Research Some Major Insights from Research

Risk communication starts with an excellent record of risk management

Risk communicators need to specify in advance:Purpose of risk communication (orientation, behavioral advise, involvement)Level of risk debate (routine, uncertain but uncontested, highly contested)Types of audiences to be approachedAvailable risk communication resources and channelsFollow-up after the risk communication program is completedDesign for evaluation

Risk communication starts with an excellent record of risk management

Risk communicators need to specify in advance:Purpose of risk communication (orientation, behavioral advise, involvement)Level of risk debate (routine, uncertain but uncontested, highly contested)Types of audiences to be approachedAvailable risk communication resources and channelsFollow-up after the risk communication program is completedDesign for evaluation

Some Major Insights IISome Major Insights II

Risk communication needs to address:

Difference between risk and hazardDifference between random event and faulty behaviorThe process of risk management decision makingThe trade-offs and value conflicts when making risk management or regulatory decisions (incl. benefits)The meaning of standards and the respective protective goal behind them

Trust and credibility cannot be “produced” or “manufactured” but only earned in terms of performance and effective communication

Risk communication needs to address:

Difference between risk and hazardDifference between random event and faulty behaviorThe process of risk management decision makingThe trade-offs and value conflicts when making risk management or regulatory decisions (incl. benefits)The meaning of standards and the respective protective goal behind them

Trust and credibility cannot be “produced” or “manufactured” but only earned in terms of performance and effective communication

Communication Needs of Targeted AudiencesCommunication Needs of Targeted Audiences

Regulators: risk management options; experts assessments; input from stakeholders and the public about their preferences

Experts: data base; treatment of uncertainty: rationale for risk evaluations

Industry: performance data, expert judgments; liability issues; regulatory actions

Environmental groups: data on hazards, performance records of users; case studies; issues of equity and env. justice

Regulators: risk management options; experts assessments; input from stakeholders and the public about their preferences

Experts: data base; treatment of uncertainty: rationale for risk evaluations

Industry: performance data, expert judgments; liability issues; regulatory actions

Environmental groups: data on hazards, performance records of users; case studies; issues of equity and env. justice

Communication Needs of the Media and the PublicCommunication Needs of the Media and the Public

Media: events; signs of dissent and conflict, link to human (mis)behavior

Consumers: hazard information; personal risks, link to personal interests and values

Bystanders: issues of fairness and equity; link to societal values and visions; signs of blame and guilt

Media: events; signs of dissent and conflict, link to human (mis)behavior

Consumers: hazard information; personal risks, link to personal interests and values

Bystanders: issues of fairness and equity; link to societal values and visions; signs of blame and guilt

SummarySummary

Risk communication serves the needs of enlightenment, behavioral advise; trust building and conflict resolutionRisk communication needs to address: complexity, uncertainty and ambiguityThere is no recipe book, but good advise available to improving risk communicationRisk communication must be sensitive to context, audience and topicRisk communication is a necessary complement to both risk assessment and management

Risk communication serves the needs of enlightenment, behavioral advise; trust building and conflict resolutionRisk communication needs to address: complexity, uncertainty and ambiguityThere is no recipe book, but good advise available to improving risk communicationRisk communication must be sensitive to context, audience and topicRisk communication is a necessary complement to both risk assessment and management