Risk communication basics

This guidebook provides an overview of risk communication best practices. Also included is information about how and why people perceive risks differently, how to learn more about the audience, and ways to frame responses, as well as sample conversations to illustrate these techniques. Coastal managers will find examples and tips for working with residents to explore solutions and make decisions to improve the resilience of coastal communities.

The guidebook highlights:

• Presenting the same facts over and over again does not represent effective risk communication. Communicators need to understand why people respond or behave the way they do and how their minds sometimes work against their own best interests when it comes to perceiving risk.
• Understanding these dynamics can help officials be strategic in their communications, with the ultimate payoff being lives saved and resilience efforts that enjoy strong community support.
• While there is no such thing as perfect communication or words that will automatically change people’s minds, audiences are more likely to hear and respond to messages that highlight what matters to them, affirm what they believe, and provide realistic and appropriate paths for addressing the risk.
• Using a variety of trusted sources to deliver the message helps people overcome mental barriers and recognize personal risks and impacts.
• Change does not come overnight or after a single interaction. Good risk communication is an ongoing process. This guide is an introduction to some of the social science principles that affect risk perception and communication. And practice is a prerequisite to truly master the methods described in this guide.