Communicating Risk

Overview

When a site is found to be contaminated, it is important to communicate with the affected community in a clear, concise and timely manner. Communicating risk to the general public is often challenging due to a variety of issues including: increased emotion, limited access to or availability of facts, rumors, speculation, assumptions, translating technical information into something understandable, incomplete environmental data, and/or incomplete knowledge of site conditions. Often, a community group or neighborhood may not trust a previous owner, developer, or regulator. The manner in which information is communicated must be genuine and attempt to address both perceived and real risk concerns. While there are a variety of community involvement techniques that can be used to bring people together, the actual communication of risk requires additional thought and preparation.
The level of contamination coupled with an accurate assessment of community interest at a location will dictate how much effort should be given to the risk communication effort. Risk assessment is not an exact science, and basic information must be presented regarding what is known and what is unknown at the time. A frequent question asked is “Is there a health risk from contamination at X site?” To respond to this question, one must explain that one can be exposed to pollutants by breathing, eating, drinking, or through skin contact. There is a potential risk to one’s health ONLY if the contaminant travels from the source to the person, and in sufficient quantities. In other words, if you do not come into contact with a contaminant, then you cannot be exposed. The Community Environmental Fact Sheet Understanding Exposure and the graphic below illustrate this concept most effectively.
Source: Massachusetts Military Reservation
When human health is perceived to be threatened, it is important to abide by the The Seven Cardinal Rules of Risk Communication fact sheet (Covello and Allen 1988):
  1. Accept and involve the public as a legitimate partner
  2. Plan carefully and evaluate your efforts
  3. Listen to the public’s specific concerns
  4. Be honest, frank and open
  5. Coordinate and collaborate with other credible sources
  6. Meet the needs of the media
  7. Speak clearly and with compassion
Some approaches to communicating risk (including the importance of building trust) were discussed in Portland, OR in 2003 at one of the US-German Bilateral Working Group Workshops. The CD from that workshop may be useful for those who need to communicate risks to communities.
Additional information and tools regarding communicating risk (including building trust) have been collected and organized by the following:

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