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THE ESSENTIAL HANDBOOK FOR EFFECTIVELY COMMUNICATING ENVIRONMENTAL, SAFETY, AND HEALTH RISKS, FULLY REVISED AND UPDATED


Now in its sixth edition, Risk Communication has proven to be a valuable resource for people who are tasked with the responsibility of understanding how to apply the most current approaches to care, consensus, and crisis communication. The sixth edition updates the text with fresh and illustrative examples, lessons learned, and recent research as well as provides advice and guidelines for communicating risk information in the United States and other countries.


The authors help readers understand the basic theories and practices of risk communication and explain how to plan an effective strategy and put it into action. The book also contains information on evaluating risk communication efforts and explores how to communicate risk during and after an emergency. Risk Communication brings together in one resource proven scientific research with practical, hands-on guidance from practitioners with over 30 years of experience in the field. This important guide:





Provides new examples of communication plans in government and industry, use of social media, dealing with "fake news," and new digital tools for stakeholder involvement and crisis communications

Contains a new chapter on partnerships which covers topics such as assigning roles and expectations, ending partnerships, and more

Presents real-world case studies with key lessons all risk communicators can apply.



Written for engineers, scientists, professors and students, land use planners, public health practitioners, communication specialists, consultants, and regulators, the revised sixth edition of Risk Communication is the must-have guide for those who communicate risks.

Risk Communication - A Handbook for Communicating Environmental, Safety, and Health Risks, Sixth Edition

List of Figures XVII





List of Tables XIX





Preface XXI





About the Authors XXIII





1 INTRODUCTION 1





To Begin 2





The Risk Communication Process 6





Audiences, Situations, and Purposes 8





References 8





PART I UNDERSTANDING RISK COMMUNICATION





2 APPROACHES TO COMMUNICATING RISK 11





Cross-Cutting Risk Communication Approaches 12





Care Communication Approaches 20





Consensus Communication Approach 23





Crisis Communication Approaches 24





Summary 26





References 26





Additional Resources 28





3 LAWS THAT MANDATE RISK COMMUNICATION 29





Comprehensive Environmental Response, Compensation, and Liability Act 30





Emergency Planning and Community Right-to-Know Act 31





Executive Order 12898, Environmental Justice in Minority Populations and Low-Income Populations 34





Executive Order 13045, Reduce Environmental Health and Safety Risks to Children 34





Food and Drug Administration Regulations on Prescription Drug Communication 35





National Environmental Policy Act 35





Natural Resource Damage Assessment 36





Occupational Safety and Health Act 37





Resource Conservation and Recovery Act 39





Risk Management Plan Rule 39





Privacy Rule 39





Other Government Inducements 40





Summary 42





References 42





Additional Resources 43





4 CONSTRAINTS TO EFFECTIVE RISK COMMUNICATION 45





Constraints on the Communicator 45





Constraints from the Audience 55





Constraints for Both Communicator and Audience 63





Summary 65





References 65





Additional Resources 67





5 ETHICAL ISSUES 69





Social Ethics 70





Organizational Ethics 77





Personal Ethics 82





Summary 85





References 85





Additional Resources 86





6 PRINCIPLES OF RISK COMMUNICATION 89





Principles of Process 90





Principles of Presentation 95





Principles for Comparing Risks 100





Summary 104





References 104





Additional Resources 105





PART II PLANNING THE RISK COMMUNICATION EFFORT





7 DETERMINE PURPOSE AND OBJECTIVES 109





Factors That Influence Purpose and Objectives 110





Reference 114





Additional Resources 115





8 ANALYZE YOUR AUDIENCE 117





Begin with Purpose and Objectives 118





Choose a Level of Analysis 119





Determine Key Audience Characteristics 122





Determine How to Find Audience Analysis Information 125





Incorporate Audience Analysis Information into Risk Communication Efforts 129





References 132





Additional Resources 133





9 DEVELOP YOUR MESSAGE 135





Common Pitfalls 136





Information People Want 139





Mental Models 141





Message Mapping and Message Development Templates 144





Health Risk Communication 144





Crisis Communication 147





References 150





Additional Resource 151





10 DETERMINE THE APPROPRIATE METHODS 153





Information Materials 153





Visual Representation of Risk 155





Face-to-Face Communication 156





The News Media 158





Stakeholder Participation 160





Technology-Assisted Communication 162





Social Media 163





Partnerships 164





Additional Resources 166





11 SET A SCHEDULE 167





Legal Requirements 167





Organizational Requirements 168





The Scientific Process 169





Ongoing Activities 169





Audience Needs 170





Reference 172





12 DEVELOP A COMMUNICATION PLAN 173





What to Include in a Communication Plan 174





Developing Risk Communication Strategies 177





References 183





Additional Resources 184





PART III PUTTING RISK COMMUNICATION INTO ACTION





13 INFORMATION MATERIALS 187





Constructing Information Materials 187





Guidelines for Specific Types of Information Materials 195





References 202





Additional Resources 202





14 VISUAL REPRESENTATIONS OF RISKS 203





Design Visuals for Specific Audiences and Uses 205





Match the Visual Portrayal to the Information to Be Conveyed 207





Pretest Graphics with Those Who Will Use Them 209





Using Visuals to Personalize Risk Information 213





Comparing Risks in Visual Formats 213





Static versus Interactive Visuals 216





Depicting Probability and Uncertainty 218





Warning Labels 227





Consider Using Action Levels 230





Ethical Portrayal of Risk Information 232





Using Visual Information in Group Decision Making 235





References 236





Additional Resources 239





15 FACE-TO-FACE COMMUNICATION 241





Constructing Face-to-Face Messages 242





Guidelines for Specific Types of Face-to-Face Communication 247





References 258





Additional Resource 258





16 NEWS MEDIA 259





The Roles of the News Media in Risk Communication 260





Understanding Cultural Differences 263





Guidelines for Interacting with the News Media 266





Getting the Word Out 275





Dealing with Fake News 279





References 281





Additional Resources 283





17 STAKEHOLDER PARTICIPATION 285





Requirements for Stakeholder Participation 286





Guidelines for Specific Types of Stakeholder Participation Activities 290





References 311





Additional Resources 312





18 TECHNOLOGY-ASSISTED COMMUNICATION 315





Choosing Technology-Based Applications 316





Workplace Risk Communication 317





Web-Delivered and Stand-Alone Multimedia Programs 322





Traditional Electronic Forums 327





Interactive Multimedia Programs in Public Places 328





Technology in Care Communication 331





Technology in Consensus Communication 332





Technology in Crisis Communication 336





References 343





Additional Resources 345





19 SOCIAL MEDIA 347





General Principles on Participating in Social Media to Communicate Risk 348





Sharing Content via Social Media 354





Engaging with Stakeholders 355





Monitoring Changes in Perception via Social Media 356





Guidelines for Specific Types of Social Media 358





Evaluating Social Media Effectiveness 362





Dealing with Fake News 364





References 367





Additional Resources 369





20 PARTNERSHIPS 371





Categories of Partnerships 372





General Principles for Working in Partnership 374





Working with Influencers 378





Evaluating and Ending Partnerships 381





References 383





Additional Resources 384





PART IV EVALUATING RISK COMMUNICATION EFFORTS





21 EVALUATION OF RISK COMMUNICATION EFFORTS 387





Why Evaluate Risk Communication Efforts? 387





The Meaning of Success 388





Types of Evaluations 391





Conducting the Evaluation 393





References 397





Additional Resources 398





PART V SPECIAL CASES IN RISK COMMUNICATION





22 EMERGENCY RISK COMMUNICATION 401





Understanding Emergency Risk Communication 402





Planning for the Unexpected 409





Communicating During an Emergency 436





Communicating After an Emergency 448





References 452





Additional Resources 456





23 INTERNATIONAL RISK COMMUNICATION 457





Recognize the Similarities 458





Account for Cultural Differences 459





Look for "Your" Risk in Other Countries 461





Plan for Cross-Country Communication 463





References 466





Additional Resources 468





24 PUBLIC HEALTH CAMPAIGNS 471





Understand Your Goals 472





Use Research to Design Campaigns 473





Use Multiple Methods to Reach People 474





When Things Go Wrong 479





Evaluate Success 481





References 485





Additional Resources 486





RESOURCES 489





General Risk Communication Resources 489





Environmental Risk Communication Resources 491





Safety Risk Communication Resources 491





Health Risk Communication Resources 492





Care Communication Resources 493





Consensus Communication Resources 493





Crisis Communication Resources 494





GLOSSARY 497





INDEX 501