Challenges and enablers of effective risk communication: viewpoints from Finnish safety authorities’ communications professionals

Abstract

Risk communication initiatives often come from the direction of different public authorities and agencies. As governmental safety authorities’ aim is to protect people, society and the environment from harmful events and effects, they are responsible for monitoring, assessing, and communicating risks of their specific field of operation to potentially affected groups of people.

The purpose of this thesis is to gain understanding of the factors promoting effective risk communication as well as the challenges hindering the success. This is done by examining risk communication literature as well as investigating the current state of and development needs for effective risk communication among Finnish safety authorities. The thesis aims at providing a current state analysis as well as development suggestions for Finnish safety authorities on how risk communication could be improved and developed.

The theoretical framework introduces the concepts of public communication, risk communication and risk perception. Main theoretical models of risk communication, such as risk perception model and trust determination model, are presented.

The empirical part was conducted as a case study. The data was collected via an electronic questionnaire from communication professionals of chosen Finnish safety authorities. Both quantitative analysis and qualitative content analysis were used to analyze the results of the survey.

According to the results, the respondents had similar ideas on several challenges and enablers of effective risk communication such as resources, more precise objectives and planning, co-operation with other experts and organizations, as well as reaching the target group in an effective manner. There was also diversity in the responses to certain topics such as how risk communication is perceived in general and how to implement it effectively.

The study shows that implementing risk communication is a complex and challenging task. In order to really understand the target audience, their perceptions of risks need to be explored. Building trust is also an important part of risk communication.

The author sees that the results can be utilized by the Finnish safety authorities when considering the current state of their risk communication and the possibilities for improvement. In addition, it would be important that the safety authorities have a common understanding about the concept and importance of risk communication.