15 Fakultätsübergreifend / Sonstige Einrichtung

Permanent URI for this collectionhttps://elib.uni-stuttgart.de/handle/11682/16

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1989 - 198911990 - 19911

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Author: search.filters.author.Renn, OrtwinAuthor: search.filters.author.Levine, DebraSubject: search.filters.subject.300Publication Type: search.filters.UBSTyp.Buchbeitrag

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    Credibility and trust in risk communication
    (1991) Renn, Ortwin; Levine, Debra
    The objective of this chapter has been to review the relevant psychological and sociological literature on trust and credibility in communication and to apply the findings of our search to the new area of risk communication. What are the major insights gained from our review and how may they be practically applied to risk communication programs? By carefully framing the information, by tailoring the content to the needs of the final receivers, and by conveying a clear, honest, and appealing message, risk communication can convey a basic understanding for the choices and constraints of risk management. It can thus create the foundations for gaining trust and credibility. Although many receivers of risk information may not agree with the actual decisions institutions have made in setting priorities or selecting management options, they may realize that these decisions are results of open discussions and painful trade-offs.
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    ItemOpen Access
    Trust and credibility in risk communication
    (1989) Renn, Ortwin; Levine, Debra
    A good communication program should not start with communication at all, but with a critical review of the organizational structure and the potentials within this structure to meet the demand for openness and public involvement. Then a thorough analysis of the issues is needed to identify public concerns and characterize the risk debate. As late as then comes the design of the communication program with the formulation of the message, its proper packaging, channeling, sending, and testing in terms of communicative feedback. Even if all these recommendations are followed, the success is never guaranteed. In an open society, messages compete with each other for public support. The better the quality of the message and its appeal, the better is its chance to reach the desired audience. To give every group in society a fair chance to express an opinion and to provide the platform for a rational discourse on the different views expressed is the ultimate goal of communication in a democratic society. Risk communication can certainly contribute to that goal.