Fear Not: The Art of Risk Communication

The manager’s need to communicate information about technical projects to the public is well established. However, breaking the public-imposed gridlock that often delays or even kills environmental projects requires more than sound communication practices. It also requires an understanding of the motivations of both the public and media in opposing these projects, as well as skills for communicating risk. This is the "art" of risk communication. Risk communication is an emerging discipline based on observations about human motivations. By understanding the causes of public opposition to an environmental project, managers can disseminate information about the project to diminish or, possibly, transform the opposition into acceptance or even approval. Also, because of the influence the media exerts in reporting on environmental projects, reporters’ personal agendas and prejudices must be anticipated and addressed. Much risk communication research has been conducted in the past few years, with varying results. But, regardless of the theories posed on human motivation, most agree that the public is becoming more empowered and subsequently more successful in preventing projects, such as hazardous or solid waste landfills, from being sited.