January 30: L&M Chapter 7

Be prepared! Planning a risk communication effort requires:
determine purpose and objective
analyze audience(s)
develop message(s)
determine method
set schedule
assemble elements into comprehensive plan

L & M chapters 7-12 deals with each of these components separately under the umbrella “Planning the Risk Communication Effort”

Chapter 7 – Determine Purpose and Objectives (pretty short chapter; you could read it in the time it takes you to read this)

Purpose - Why communicate?
Objective(s) – specific measurable details to be accomplished

Lookout! While purpose and objectives may seem obvious, legal issues, organizational requirements, the risk itself and audience requirements will affect your communication efforts

Legal – Depending on the issue, your organization’s efforts may be subject to state and federal guidelines

Organizational – Make sure your efforts coincide with and are not contradictory to the organization’s mission

Risk – Is risk: care, consensus, or crisis?
care – risk is known: efforts should focus on changing behavior
consensus – perceptions abound. Efforts should bridge information gaps between organization and audiences(s) so a mutual decision regarding risk can be arrived at
crisis – risk is now crisis event. Efforts should communicate specific danger and provide alternatives to minimize risk
condition – is risk new or old?
new/highly visible? Fear, hostility, other emotional reactions from audience(s) may be factors
new/little known? May need to raise awareness
old/highly visible? Audience apathy may be factor. Build on audience interest
old/little known? No explanation from L&M here. I think they just needed a fourth box for their diagram
audience needs – Know your audience and craft your communication efforts according to care, consensus, or crisis guidelines
mic brookshire