Risk communication

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Risk communication is a complex cross-disciplinary academic field that is part of risk management and related to fields like crisis communication. The goal is to make sure that targeted audiences understand how risks effect to them or their communities by appealing to their values. [1] [2]

Contents

Risk communication is particularly important in disaster preparedness, [3] public health, [4] and preparation for major global catastrophic risk. [3] For example, the impacts of climate change and climate risk effect every part of society, so communicating that risk is an important climate communication practice, in order for societies to plan for climate adaptation. [5] Similarly, in pandemic prevention, understanding of risk helps communities stop the spread of disease and improve responses. [6]

Risk communication deals with possible risks and aims to raise awareness of those risks to encourage or persuade changes in behavior to relieve threats in the long term. On the other hand, crisis communication is aimed at raising awareness of a specific type of threat, the magnitude, outcomes, and specific behaviors to adopt to reduce the threat. [7]

Risk communication in food safety is part of the risk analysis framework. Together with risk assessment and risk management, risk communication aims to reduce foodborne illnesses. Food safety risk communication is an obligatory activity for food safety authorities [8] in countries, which adopted the Agreement on the Application of Sanitary and Phytosanitary Measures.

Risk communication also exists on a smaller scale. For instance, the risks associated with personal medical decisions have to be communicated to that individual along with their family. [9]

Types

Risk communication takes place on different scales, of which have different features and methods.

Community risk communication

Risk communication on a community-wide scale mainly falls into specific categories. Some of the most well-studied areas of risk communication are climate change, nutrition, and natural disasters like floods. [10]

With the rise of COVID-19 in 2019, risk communication strategies utilized by governments to their communities were heavily critiqued. [11] In the modern day, most people in groups get their information from the internet before anything else, so the sending of risk communication messages has methodologically changed. [12]

Risk communication was used to inform the public of the dangers of the Coronavirus pandemic, including many suggested measures. COVID-19 Key-Message A3-Poster Slow-the-Spread.pdf
Risk communication was used to inform the public of the dangers of the Coronavirus pandemic, including many suggested measures.

Individual risk communication

One of the most common causes for the enactment of risk communication is medical-based personal issues. In a 2015 study, risk communication to people who had family members with dementia took place, and a model was developed that heavily features shared decision-making processes. [9] In these cases where families of patients are involved, there is no general message that is sent out to the public. Instead, what often happens is that an intervention takes place between the medical experts and the family. [13]

Methods

Risk communication and community engagement

Risk communication and community engagement (RCCE) is a method that draws heavily on volunteers, frontline personnel and on people without prior training in this area. [14] The World Health Organization advocated for this approach during the early recommendations for public health mitigation of the COVID-19 pandemic. [15]

Substantive harm analysis

Another way to do risk communication analysis is to test the risks. Specifically, testing on the four main types of harm outlined by Löfstedt. These four types of harm, in relation to risk communication, are death, illness or injury, lack of resources, and injury to social status. The next step is then to test those risks of harm in three different fields to get a sense of the overall scope of the possible harm. [16]

Challenges

Problems for risk communicators involve how to reach the intended audience, how to make the risk comprehensible and relatable to other risks, how to pay appropriate respect to the audience's values related to the risk, how to predict the audience's response to the communication, etc. A main goal of risk communication is to improve collective and individual decision making.

Some experts coincide that risk is not only enrooted in the communication process but also it cannot be dissociated from the use of language. [17] Though each culture develops its own fears and risks, these construes apply only by the hosting culture. These differences stem from epistemological barriers, as well as social construction ones. [18] When there are varying community-based beliefs in a situation, the importance of the risk at hand is also varied, as different communities have different perceptions of how impactful a result might be. [18]

Government risk communication

Calls for more clear and comprehensive communication of nutritional facts and risk led to the creation of the standard nutrition label. Palmini Nutrition Label.jpg
Calls for more clear and comprehensive communication of nutritional facts and risk led to the creation of the standard nutrition label.

Some challenges with risk communication by governments stems from whether or not the communities being communicated to even want to know about the risks they are facing. In a 2013 study, Canadian citizens reacted positively when their government communicated risks they had individual control over, but found communicating minute risks that had no individual control over irrelevant and unnecessary. [19] When someone is irritated by a risk communication message, it is likely that their "gut feeling" is impacted, leading to a possible misunderstanding of the situation. [20]

Nutrition risk communication

Unlike other risk communication areas, there is not a definite unambiguous relationship between the intake of food and the effect on the human body. This has led to conflicts between suppliers and consumers when a controversy comes to light. Among professional nutritionists, there is debate on whether certain diets or foods are in fact good or bad for humans, as everyone's body can react differently to food intake. [21] Studies have retained that nutrition risk communication has been poor over time, as the strategies employed may be too similar to those employed in nuclear disaster situations. [22] When this strategy is employed, those who receive the risk communication messages can become irritated, as they feel the actual scope of the danger does not match the message. [20]

Related Research Articles

<span class="mw-page-title-main">Risk management</span> Identification, evaluation and control of risks

Risk management is the identification, evaluation, and prioritization of risks followed by coordinated and economical application of resources to minimize, monitor, and control the probability or impact of unfortunate events or to maximize the realization of opportunities.

<span class="mw-page-title-main">Natural disaster</span> Major adverse event resulting from natural processes of the Earth

A natural disaster is the highly harmful impact on a society or community following a natural hazard event. Some examples of natural hazard events include: flooding, drought, earthquake, tropical cyclone, lightning, tsunami, volcanic activity, wildfire. A natural disaster can cause loss of life or damage property, and typically leaves economic damage in its wake. The severity of the damage depends on the affected population's resilience and on the infrastructure available. Scholars have been saying that the term natural disaster is unsuitable and should be abandoned. Instead, the simpler term disaster could be used, while also specifying the category of hazard. A disaster is a result of a natural or human-made hazard impacting a vulnerable community. It is the combination of the hazard along with exposure of a vulnerable society that results in a disaster.

Crisis management is the process by which an organization deals with a disruptive and unexpected event that threatens to harm the organization or its stakeholders. The study of crisis management originated with large-scale industrial and environmental disasters in the 1980s. It is considered to be the most important process in public relations.

<span class="mw-page-title-main">Emergency management</span> Dealing with all humanitarian aspects of emergencies

Emergency management or disaster management is a science and a system charged with creating the framework within which communities reduce vulnerability to hazards and cope with disasters. Emergency management, despite its name, does not actually focus on the management of emergencies, which can be understood as minor events with limited impacts and are managed through the day-to-day functions of a community. Instead, emergency management focuses on the management of disasters, which are events that produce more impacts than a community can handle on its own. The management of disasters tends to require some combination of activity from individuals and households, organizations, local, and/or higher levels of government. Although many different terminologies exist globally, the activities of emergency management can be generally categorized into preparedness, response, mitigation, and recovery, although other terms such as disaster risk reduction and prevention are also common. The outcome of emergency management is to prevent disasters and where this is not possible, to reduce their harmful impacts.

<span class="mw-page-title-main">Disaster response</span> Second phase of the disaster management cycle

Disaster response refers to the actions taken directly before, during or in the immediate aftermath of a disaster. The objective is to save lives, ensure health and safety and to meet the subsistence needs of the people affected. This includes warning/evacuation, search and rescue, providing immediate assistance, assessing damage, continuing assistance and the immediate restoration or construction of infrastructure. The aim of emergency response is to provide immediate assistance to maintain life, improve health and support the morale of the affected population. Such assistance may range from providing specific but limited aid, such as assisting refugees with transport, temporary shelter, and food to establishing semi-permanent settlements in camps and other locations. It also may involve initial repairs to damage or diversion to infrastructure.

<span class="mw-page-title-main">Early warning system</span> System for early identification of hazards

An early warning system is a warning system that can be implemented as a chain of information communication systems and comprises sensors, event detection and decision subsystems for early identification of hazards. They work together to forecast and signal disturbances that adversely affect the stability of the physical world, providing time for the response system to prepare for the adverse event and to minimize its impact.

<span class="mw-page-title-main">Environmental communication</span> Type of communication

Environmental communication is "the dissemination of information and the implementation of communication practices that are related to the environment. In the beginning, environmental communication was a narrow area of communication; however, nowadays, it is a broad field that includes research and practices regarding how different actors interact with regard to topics related to the environment and how cultural products influence society toward environmental issues".

Crisis communication is a sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation. Crisis communication is aimed at raising awareness of a specific type of threat, the magnitude, outcomes, and specific behaviors to adopt to reduce the threat. The communication scholar Timothy Coombs defines crisis as "the perception of an unpredictable event that threatens important expectancies of stakeholders and can seriously impact an organization's performance and generate negative outcomes" and crisis communication as "the collection, processing, and dissemination of information required to address a crisis situation."

<span class="mw-page-title-main">Science communication</span> Public communication of science-related topics to non-experts

Science communication encompasses a wide range of activities that connect science and society. Common goals of science communication include informing non-experts about scientific findings, raising the public awareness of and interest in science, influencing people's attitudes and behaviors, informing public policy, and engaging with diverse communities to address societal problems. The term "science communication" generally refers to settings in which audiences are not experts on the scientific topic being discussed (outreach), though some authors categorize expert-to-expert communication as a type of science communication. Examples of outreach include science journalism and health communication. Since science has political, moral, and legal implications, science communication can help bridge gaps between different stakeholders in public policy, industry, and civil society.

Health communication is the study and practice of communicating promotional health information, such as in public health campaigns, health education, and between doctor and patient. The purpose of disseminating health information is to influence personal health choices by improving health literacy. Health communication is a unique niche in healthcare that allows professionals to use communication strategies to inform and influence decisions and actions of the public to improve health.

In studies of science communication, the information deficit model, also known as the deficit model or science literacy/knowledge deficit model, theorizes that scientific literacy can be improved with increased public engagement by the scientific community. As a result, the public may then be able to make more decisions that are science-informed. The model implies that communication should focus on improving the transfer of information from experts to non-experts.

<span class="mw-page-title-main">Climate change and gender</span>

Climate change affects men and women differently. Climate change and gender examines how men and women access and use resources that are impacted by climate change and how they experience the resulting impacts. It examines how gender roles and cultural norms influence the ability of men and women to respond to climate change, and how women's and men's roles can be better integrated into climate change adaptation and mitigation strategies. It also considers how climate change intersects with other gender-related challenges, such as poverty, access to resources, and unequal power dynamics. Ultimately, the goal of this research is to ensure that climate change policies and initiatives are equitable, and that both women and men benefit from them. Climate change increases gender inequality, reduces women's ability to be financially independent, and has an overall negative impact on the social and political rights of women, especially in economies that are heavily based on agriculture. In many cases, gender inequality means that women are more vulnerable to the negative effects of climate change. This is due to gender roles, particularly in the developing world, which means that women are often dependent on the natural environment for subsistence and income. By further limiting women's already constrained access to physical, social, political, and fiscal resources, climate change often burdens women more than men and can magnify existing gender inequality.

<span class="mw-page-title-main">Resilience (engineering and construction)</span> Infrastructure design able to absorb damage without suffering complete failure

In the fields of engineering and construction, resilience is the ability to absorb or avoid damage without suffering complete failure and is an objective of design, maintenance and restoration for buildings and infrastructure, as well as communities. A more comprehensive definition is that it is the ability to respond, absorb, and adapt to, as well as recover in a disruptive event. A resilient structure/system/community is expected to be able to resist to an extreme event with minimal damages and functionality disruptions during the event; after the event, it should be able to rapidly recovery its functionality similar to or even better than the pre-event level.

The gateway belief model (GBM) suggests that public perception of the degree of expert or scientific consensus on an issue functions as a so-called "gateway" cognition. Perception of scientific agreement is suggested to be a key step towards acceptance of related beliefs. Increasing the perception that there is normative agreement within the scientific community can increase individual support for an issue. A perception of disagreement may decrease support for an issue.

<span class="mw-page-title-main">Sander van der Linden</span> Social psychologist

Sander L. van der Linden is a Dutch social psychologist and author who is a professor of social psychology at the University of Cambridge. He studies the psychology of social influence, risk, human judgment, and decision-making. He is particularly known for his research on the psychology of social issues, such as fake news, COVID-19, and climate change.

<span class="mw-page-title-main">Climate communication</span> Environmental and science communication

Climate communication or climate change communication is a field of environmental communication and science communication focused on discussing the causes, nature and effects of anthropogenic climate change.

<span class="mw-page-title-main">Brooke Rogers</span> British psychologist

Marian Brooke Rogers is a British psychologist who is a Professor of Behavioural Science and Security at King's College London where she is Vice Dean in the Faculty of Social Science and Public Policy (SSPP). She is a social psychologist who studies risk and threat. In 2014 she was asked to chair the Cabinet Office Behavioural Science Expert Group (BSEG). In 2019 she was appointed Chair of the Home Office Science Advisory Council (HOSAC). Professor Rogers was appointed to the Prime Minister's Council for Science and Technology in 2020.

<span class="mw-page-title-main">Saskia Popescu</span> Infectious disease epidemiologist

Saskia Popescu is an infectious disease epidemiologist and global health security expert in Phoenix, Arizona. She is an Assistant Professor of epidemiology at the University of Maryland, and holds academic appointments at the University of Arizona and George Mason University’s Schar School of Policy and Government, where she lectures on biopreparedness and outbreak response. Since the start of the Coronavirus disease 2019 pandemic, Popescu has worked to prepare for and mitigate the spread of the disease within healthcare and the entertainment industry, where she led the global epidemiology and infection prevention response for Netflix. She has been recognized for her communication efforts around the pandemic, as well as her work on the front lines in infection prevention and healthcare biopreparedness. Popescu currently is a Senior Fellow at the Council on Strategic Risks, addressing converging biological risks from biological weapons nonproliferation, biosecurity, emerging infectious diseases and ecological security, biopreparedness in private industry, and global health security vulnerabilities.

<span class="mw-page-title-main">Annegret Hannawa</span> German communication scientist

Annegret Friederike Hannawa is a German communication scientist and founding director of the Center for the Advancement of Healthcare Quality and Safety (CAHQS) at the Università della Svizzera italiana in Lugano.

OSHliteracy or Occupational Safety and Health Literacy is the degree to which individuals have the functional capacity to access, process and utilize the Occupational Safety and Health (OSH) information and services needed to eliminate or reduce risk.

References

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