“Responding to Community Outrage: Strategies for Effective Risk Communication” by Peter M. Sandman is a seminal work focused on the field of risk communication, especially on how to effectively communicate risks to communities that are upset or outraged.
The book outlines Sandman’s Risk Communication Model, which distinguishes between the technical assessment of risk and the psychological perception of risk. Sandman posits that the level of concern or outrage felt by the public about a particular issue is often influenced more by factors unrelated to the actual, technical risk involved. These factors can include trust in the institution or company communicating the risk, the fairness and transparency of the process, and the degree of control people feel they have over the risk.
Sandman’s main argument is that effective risk communication must address both the technical aspects of the risk and the community’s emotional response to it. He offers a variety of strategies for communicators to better engage with their audiences, aiming to decrease outrage and improve understanding and cooperation. These strategies include being honest and transparent, acknowledging and addressing emotions, listening to and involving the community in the decision-making process, and providing clear and actionable advice on how individuals can protect themselves or reduce their risk.
Here’s a list of key strategies outlined in Sandman:
These strategies emphasize the importance of treating the community with respect, understanding their concerns, and communicating in an open, honest, and empathetic manner. Effective risk communication is not just about conveying facts but also about building and maintaining trust.