Risk Communication

How to positively, and pragmatically communicate a situation which involves a degree of risk without invoking fear or mistrust in ones audience? All communicators are faced with such problems, but in the nuclear arena pre-conceived ideas, complex technical issues, and a general lack of understanding by audiences increases the communication challenge. Sometime these communication barriers seem insurmountable, but are we doing enough, do we have the correct knowledge, are communication battles already lost in our own board rooms, how many of us really research our audience prior to a communication activity, and are we taking advantage of the media tools and possibilities available. Very often nuclear communicators work in isolation assuming that our problems are unique to the industry. We seek support in-house, relying on science and engineering answers to PR issues, but how often do we compare communication approaches used in other industries? Are we targeting the right stakeholders, are we really aware of our audience¿s perception, feelings, backgrounds. Do we use the right language, can we translate complex issues into everyday examples. The hypothesis is proposed that risk communication is not needed in the nuclear industry, what is required is a strategy of communication excellence. Through several practical examples taken from both within the Commission and outside this view point is presented.

MCGARRY Darren; 

2006-10-18

Joint Research Centre - Institute for Energy

JRC30712

https://publications.jrc.ec.europa.eu/repository/handle/JRC30712,