Risk communication in pest risk analysis.

Abstract

Abstract Effective risk communication is an integral and essential part of any risk analysis programme. Whether the problem calls for care, crisis or consensus communication, there are no prescriptive answers; what works in some cases is inappropriate or ineffective in other cases. Risk communication is a broad field that seeks to integrate scientific knowledge with social values, and the approaches, objectives and outcomes of risk communication will be as varied as the risks themselves. Nonetheless, risk analysis experience in other disciplines can provide a useful paradigm for risk communication applied in pest risk analysis (see Box 15.3). In short, these rules state that risk communicators should plan their efforts, be honest, involve the public and work to develop a reputation as being trustworthy. By including risk communication as part of the normal routine of pest risk analysis programmes, NPPOs can ensure that their risk management and decision making will be fair, more positively received by affected groups and more effectively implemented in the long run. The identification of particular interest groups and their representatives should comprise a part of an overall risk communication strategy. This risk communication strategy should be discussed and agreed upon between risk assessors and managers early in the process to ensure two-way communication. This strategy should also cover who should present information to the public, and the manner in which it will be done. Decisions on risk communication, including what, whom and how, should be part of an overall risk communication strategy. Risk communication is most effective if undertaken in a systematic way, and generally starts with the gathering of information on the risk issue of concern. Therefore the risk manager and risk assessor must be able to briefly and clearly summarize what this issue encompasses, at an early stage, in order to elicit interest and stakeholder input. Communication must then continue throughout the entire process. Once available information has been used to fully identify the hazards, and decide on and assess the appropriate risks, then the preparation and dissemination of this information is required. This will be followed by further discussion with stakeholders, leading to corrections, amendments and additions as appropriate, resulting in the final risk assessment and risk analysis reports.