Chapter preview

This chapter considers the difficulties associated with risk communication and summarises the social psychological findings concerning the factors that make communication persuasive. The use of the mental models approach to the design of risk communication strategies and messages is described. The impact of fear inducement on the efficacy of risk communication is assessed. The significance of trust in the process of developing the representation of the risk is examined. The effects of uncertainty upon the construction and efficacy of risk messages are outlined and the use of the precautionary principle as a determiner of risk management is critically assessed. The roles of the mass media as risk communicators are outlined. Pressure groups' activities in negotiating the status of a hazard are briefly considered. The changing model of risk communication that is signalled by the use of consultation and participation methods is introduced. The difficulties associated with involving a broad spectrum of the public in such methods are noted and some suggestions for overcoming them are presented.

Communication about hazards

It could be argued that communicating about hazards is just the same as any other sort of communication. Is there anything that sets risk communication apart – other than that it is about risk? One thing that makes it interesting, if not unique, is that it seems very difficult to do well.