Communicating Risk Information to Stakeholders向利益相关者传达风险信息.pptVIP

Communicating Risk Information with Stakeholders Much technical information is about assessing and controlling risks. Public and other stakeholders are part of process of making decisions based on risk information. What risk communication is not: It is no longer one-way messages from experts to non-experts What drives the rethinking of risk communication? “ . . . decision-making responsibility involving risk issues must be shared with the American people.” William Ruckelhaus, 1986 “ . . . we must ensure that [citizens have] a fuller understanding of the inevitable tradeoffs . . . in the management of risk.” Lee M. Thomas, 1986 There are differing goals for risk communication. Some seeks to change people’s behavior e.g., quit smoking, wear hearing protection, wash pesticide-laden clothes separately, take the stairs in case of fire Some seeks to solve a problem in most acceptable way e.g., expanding a landfill, cleaning up hazardous waste Some seeks to inform, so that people can make up their own mind. Functional Types of Risk Communication Care communication seeks to inform and advise. Inform public about health risks such as AIDS Inform workers about potential workplace risks Focuses on health and safety risks for which the danger and what to do have already been determined. Consensus communication helps groups work together to decide how to manage risk. Stakeholder participation Citizen advisory panel, e.g. The most updated of the types – leads to a social-constructionist approach. Risk decisions must include values of all stakeholders Risk = Hazard + Magnitude Won’t work for public decision-making. Peter Sandman’s new formula: Risk = Hazard + Outrage My formula: Risk = Hazard + Values/Emotions Crisis communication includes both during and after the emergency. Seeks to persuade. Even in this type, communicator must understand the audience. Modes of message delivery become very important. All Risk Communication . . . “is an interactive process of exchange o