This article caught my attention because of the title. I participated in a public meeting this week with the North Dakota congressional delegation and they consistently wanted to know what type of risk they are facing for spring flooding. I then began to think of measures I could take to effectively communicate that risk to the public in a manner that would be well received.
Purpose and Audience:
The article examines how communication risk is presented to the public in the wake of modern-day media scrutiny. The authors look at people that work or live near energy facilities. The audience for this article is communication students, communications professionals and anyone interested in learning about how risk is communicated and areas for improvement.
Organization:
The paper has a standard organization that begins with an introduction and background, followed by an analysis and conclusions.
The article examines how communication risk is presented to the public in the wake of modern-day media scrutiny. The authors look at people that work or live near energy facilities. The audience for this article is communication students, communications professionals and anyone interested in learning about how risk is communicated and areas for improvement.
Organization:
The paper has a standard organization that begins with an introduction and background, followed by an analysis and conclusions.
· Risk communication
Risk is often defined by several different ideas and thoughts. More importantly, government agencies and businesses often define risk differently, too. This leads to a challenge to define, evaluate and manage risk communication.
Risk is often defined by several different ideas and thoughts. More importantly, government agencies and businesses often define risk differently, too. This leads to a challenge to define, evaluate and manage risk communication.
· Insight from a decade of research
“In times of crisis, members of society are likely to turn to one or more individuals or organizations for answers (123).”
“In times of crisis, members of society are likely to turn to one or more individuals or organizations for answers (123).”
o Strategic risk communication: ideas and meaning count
“Formative research prior to developing and implementing a risk communication campaign is essential (123).” Early research indicated that people appreciated and accepted risk communication from and organization and the research found that the brand received an increase in favorability as a result. New research suggests that continued risk communication can be damaging due to a feeling that the organization isn’t taking necessary steps to fix the problems.
“Formative research prior to developing and implementing a risk communication campaign is essential (123).” Early research indicated that people appreciated and accepted risk communication from and organization and the research found that the brand received an increase in favorability as a result. New research suggests that continued risk communication can be damaging due to a feeling that the organization isn’t taking necessary steps to fix the problems.
o Transparency
The authors look at transparency as a means to develop relationships while not disclosing every detail to the public. “According to Gower (2006), the Internet has shaped the expectation of transparency and provided the facility to be transparent.”
The authors look at transparency as a means to develop relationships while not disclosing every detail to the public. “According to Gower (2006), the Internet has shaped the expectation of transparency and provided the facility to be transparent.”
o Build trust over time community outreach and collaborative decision making
People tend to view risk and trust by who is presenting the information. If the speaker is someone that is well respected within the community, then he/she will likely have a greater influence on build that trust. Organizations need to build this trust over time with effective community outreach.
People tend to view risk and trust by who is presenting the information. If the speaker is someone that is well respected within the community, then he/she will likely have a greater influence on build that trust. Organizations need to build this trust over time with effective community outreach.
o Acknowledge the uncertainty in risk assessments
The most important aspect of discussing risk and building trust is acknowledging the level of uncertainty. “The very nature of risk prohibits absolute definitions and knowledge (125).”
The most important aspect of discussing risk and building trust is acknowledging the level of uncertainty. “The very nature of risk prohibits absolute definitions and knowledge (125).”
o Risk communication is carried out as narrative enactment
The groups that have the ability to shape the conversation and form power have the best chance to control the communication during a crisis. It is here that trust needs to begin and an organization should focus on communicating beyond its core and become a community leader. This can be accomplished through the use of a narrative communication practice.
The groups that have the ability to shape the conversation and form power have the best chance to control the communication during a crisis. It is here that trust needs to begin and an organization should focus on communicating beyond its core and become a community leader. This can be accomplished through the use of a narrative communication practice.
· Risk communication can add value to society
“A ‘good’ organization can utilize risk communication to empower relevant publics by helping them to develop and use emergency responses that can mitigate the sever outcomes in the event of a risk event (127).” This can be done if an organization places the needs, goals and values into the planning process.
“A ‘good’ organization can utilize risk communication to empower relevant publics by helping them to develop and use emergency responses that can mitigate the sever outcomes in the event of a risk event (127).” This can be done if an organization places the needs, goals and values into the planning process.
Conclusion:
Risk communication is a balancing act that needs to focus on ensuring people have enough accurate information to make informed decisions while trying to not be too quick to jump to conclusions on untested science.
The end result is the necessary need to build relationships that will allow for uncertainty and understanding in a crisis.
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