””Enhance Health” Enhance Health” - - EuropeanEuropean Union Union project project

Risk communication strategyRisk communication strategy

National Institute of Hygiene, Warsaw, Poland

What is risk communication?

Risk communication is defined by exchange or sharing of information about risk

between

risk manager and interested parties.

Definition 2

Risk communication is a necessary tool in order to have a correct and successful

management process and a good decision taking process.

Decision making process concerning construction or extension of the controversial

from ecological point of view plantrequires engagement of different participants

including politicians, society and NGO’s especially ecological organizations.

Incineration Plant

PROBLEM DECISION

Decision making process

PUBLIC OPINIONEXPERTS

AUTHORITIES

doubts

answers

POLITICIANS

NGOs

Graphic: A. Poznańska

What is risk perception?

Risk perception is owns opinion of the likelihood of risk (the probability of facing harm) associated with performing a certain activity or choosing a certain life style.

Risk is a normal part of everyone's daily life

Risk assessment

Risk communication

Risk perception Public Public

ManagersPoliticians

Environmental Scientists

What is public participation?

Until now administration used to defined what is good or bad for the community to prevent the people from harm.

Nowadays it is necessary to go some steps foreword:

to inform in time about planned changes and to listen to the wishes and needs of the people directly, that means a private-official-political-economic partnership.

The aim is to improve the quality and acceptance of decisions.

People have rights and opinions; they have fears and expectations,

Mediation systems have shown that in most cases there can be found a way, or even several ways, to bring these objectives together.

Public involvement is the basics for sustainability!

Risk Communication*/

There are no easy prescriptions for effective risk There are no easy prescriptions for effective risk communicationcommunication. There are no magic bullets, no “cookbook” approaches. However, those who have studied and debated risk generally agree on seven seven cardinal rulescardinal rules

(see Covello and Allen, 1988).

*/ by Vincent T. Covello, Peter M. Sandman, and Paul Slovic (EPA adopted)

Rule 1.

Accept and Involve the Public as a Legitimate Partner.

First, people and communities have a right to participate in decisions that affect their lives, their property, and the things they value.

Rule 2. Plan Carefully and Evaluate Performance.

Different goals, audiences and media require different risk communication strategies. Risk communication will be successful only if carefully planned.

Rule 3. Listen to Your Audience.

If you do not listen to people, you cannot expect them to listen to you. Communication is a two-way activity.

Rule 4. Be Honest, Frank and Open.

In communicating risk information, trust and In communicating risk information, trust and credibility are your most precious assetscredibility are your most precious assets. Trust and credibility are difficult to obtain. Once lost they are almost impossible to regain.

Rule 5Coordinate and Collaborate with Other Credible Sources.

Allies can help you to communicate risk information effectively. Few things make risk communication more difficult than conflicts or public disagreements with other credible sources.

Rule 6Meet the Needs of the Media

The news media are prime transmitters of information on risk; they play a critical role in setting agendas and in determining outcomes

Rule 7Speak clearly and with compassion.

Technical language and jargon are useful as Technical language and jargon are useful as professional shorthand. But they are barriers to professional shorthand. But they are barriers to successful communication with the public.successful communication with the public.

Benefits:• for the citizens: • for politicians: • for officials: • for industrial

management: • for interest groups: • for all:

• possibility to give inputs and considerations.

• knowledge about the needs and interests of the citizens,

• Fewer complaints and increasing trust in the governmental inst.

• Avoid delays in project realization• increase the trust in the institution. • strengthening of the democratic

competence of the citizens

Limits:

• If the members do not participate voluntaryly• do not trust in this instrument• not supported by the decision makers• decisions are already done• if there are legal borders• wrong target groups are invited (e.g. highly

educated people which are not directly affected instead of fringe groups directly affected)