Reaching people is not the same as enabling them to act. Why risk communication has to start with the decision, not the message.
People make decisions about risk in many contexts: whether to prepare, evacuate, change behaviour, support a policy or invest in risk reduction. Those decisions are shaped not only by the information available, but also by whether people can access it, understand what it means for them, trust it and act on it.
Risk communication therefore needs to go beyond providing information. It should take account of how people perceive risk, which sources and messengers they trust, what motivates them, and what may limit their ability or willingness to act.
This is especially important in disaster risk reduction, where information can be complex, uncertainty is unavoidable and recommended actions may involve costs, trade-offs or changes in established behaviour.
Why information does not always lead to action
Research shows that receiving information about a risk does not necessarily result in action.
Evidence — Somalia, 2023 floods
Research conducted by BBC Media Action in Somalia following severe flooding in 2023 found that nearly all participants had received warnings through social media, radio or television. Many considered the warnings timely, relevant and clear, yet many did not follow the recommended actions.
The reasons varied. Some participants distrusted the information. Some held beliefs that affected how they interpreted weather forecasts. Others feared that evacuating would expose them to different risks, or did not have the resources needed to take the recommended action.
The example shows why communication planning needs to consider more than reach and message clarity. Understanding audiences, their circumstances and the barriers they face is essential to designing communication that can support action.
What should inform a risk communication strategy
A strong risk communication strategy starts with the decisions people need to make and the context in which they make them.
Audience research can help identify:
1. What people already know and believe about the risk
2. Which sources, channels and messengers they use and trust
3. What information they need to make decisions
4. What may motivate or discourage action
5. What practical, social or economic barriers may affect what they are able to do
These insights can then inform communication objectives, messages, formats, channels and partnerships.
Risk communication can help people understand what a risk means for them, identify appropriate actions, assess the credibility of information and connect with the services or resources they may need.
Risk communication across disaster risk management
Risk communication has a role throughout disaster risk management.
Risk reduction and prevention
It can help make risk visible and relevant, support discussion about options for reducing it and build understanding of proposed policies or investments.
Preparedness
It can help people understand what they can do before an event, identify barriers to preparedness and connect them with relevant resources and services
Early warning and early action
Warnings need to reach people in time, but reach alone is not enough. People also need to understand what the warning means, trust the information, know what action to take and be able to take it.
Response
During emergencies, timely and accessible information can help people make decisions, access assistance and respond to changing conditions. Communication may also need to address uncertainty, rumours and conflicting information.
Recovery and reconstruction
Communication can support participation in recovery decisions, explain changing risks and build understanding of measures intended to reduce future losses.
Developing a risk communication strategy
There is no single approach that works for every risk or every audience. Effective strategies are grounded in evidence about the people they are intended to reach and the decisions they are intended to support.
Drawing from guidance from the Risk Information for Early Action project (BBC Media, 2024) the guidance in this Hub follows a simple cycle:
Research audiences, context, perceptions, behaviours and barriers to action.
Define objectives, audiences, approaches, partners, channels and measures of success.
Develop, test and deliver communication.
Monitor results, gather feedback and adapt the strategy.