Lesson 1: Basic Concepts in Risk Communication
Topic 4: Historical Strategies Used in Risk Communication
Effective risk communication is important in PRA to ensure that risk assessors, risk managers, and stakeholders have a shared understanding of risk so that the best management decisions are made.
Objectives:
Define and explain:
- The evolution of strategies used in risk communication
- One-way and two-way communication
- Top-down and bottom-up communication
In Topic 1, we noted that it was historically believed that clear, understandable information was all that was needed to make others aware that the risks associated with certain technologies were lower than many feared. However, Topic 1 presented information on the need to consider other factors in risk communication.
Explore the information below to learn more about different approaches to risk communication. As you do so, consider when different approaches might be effective.
Between these two communication strategies, there are intermediate modes of message communication and information flow. A good example of this intermediate approach is a town meeting or conference, in which much of the message flows in one direction (one-way communication), from the speaker (transmitter) to the audience (receiver). However, the audience has the right to respond and ask questions. This right of response engages and empowers the audience. The audience is not only informed or persuaded, but often gets involved as part of the solution. This hybrid between one-way and two-way communication is used often in the area of plant health. A good example is a scientific conference, where researchers present their results and are questioned or challenged by their peers. Another example is a bilateral consultation between trading partners who need to debate and agree on pest risk.
A summary of characteristics in top-down and bottom-up communication is presented below:
- Expert-led, paternalistic, authoritarian
- Asymmetrical or even one-way
- Featuring scientific persuasion, instructional, transmission of information
- Participation, collaboration, partnership
- Two-way dialogue, negotiation and deliberation
- Involvement in decision making
In the past, risk communication tended to be based on top-down communication models. However, research has shown that such models tend to be ineffective ways to change behavior. Bottom-up communication models, which focus on participation, collaboration, and two-way dialogue, are more effective in decision-making, where stakeholder participation is key to success.
To continue, select Topic 5 from the Topics menu above or click here.