Table 3 Do’s and Don’ts of risk communication.

Audience segmentation

Understand needs, concerns and risk perceptions of the target audience.

Do not ignore the needs, concerns and risk perceptions of the target audience as it can lead to lack of interest in the target audience which consequently result in an ineffective risk management.

Consider the needs of audience with low literacy levels and disabilities.

Do not ignore the audience with special needs while designing and communicating risk communication information for the better risk management.

Designing risk communication message

Frame messages tailoring to the needs of the target audience.

Do not frame generalised messages as it can result ineffective risk communication.

Frame clear, concise and simple messages.

Avoid framing complex messages to prevent miscommunication or misinterpretation.

Communicating risk

Communicate as early as possible and continue till the end.

Avoid late communications and discontinuity as it can create confusion and reduce audience’s trust in the management.

Provide access to the key documents and rationales behind decision making.

Do not leave audience with assumptions regarding decision making processes as it can lead to misinterpretation and lack of trust amongst them.

Engage audience by facilitating two-way communication.

Avoid one way communication and try to engage audience for the better understanding of their needs and concerns.

Acknowledge and address uncertainties in the risk communication.

Do not ignore uncertainties in the risk communication as it can again result in erosion of public’s trust and confidence.