Evaluation of risk communication : concepts, strategies and guidelines

Abstract

Risk communication activities have become major challenges for risk analysis and management institution. Probabilities are poorly understood by the public and the rationale of risk analysis is often rejected. In addition, the plurality of information sources and the recoding of primary information by the media are causes for public oonfusion and dissatisfaction. Poor communication may aggravate the performance of a risk management institution, decrease the level of public protection and impede its credibility.Based on studies about communication research and risk perception, a list of guidelines for conducting successful risk communication programs will be presented and discussed.The complexity of the intuitive understanding of risk in the public should be reflected by a multi-dimensional, customer tailored information package employing a two-way communication design.