Swine flu communication: lessons for all risk communicators
Communicating with the media is challenging at the best of times. But when the interview relates to a health risk, the stakes are even higher. The ability of a spokesperson to communicate effectively at this time will have a direct effect on whether the public takes the appropriate action and how reassured they feel.
But much of what we think we know about the effect of a spokesperson at a time of risk is based on assumption rather than hard evidence. So, in 2009, Insignia commissioned research into swine flu communication to find out what really influences people when they watch someone communicating about risk. The findings have relevance for all areas of risk communication from the erection of a mobile phone mast to a food safety scare.
This research shows that there are many ingredients which make for an effective communicator – indeed we were able to rank fifteen spokespeople – but that people need to combine all of these elements if they are to communicate truly effectively about risk. This is a tough challenge. However, by understanding the risk communication equations, ensuring that nominated spokespeople have the natural ability to deliver them, and providing the right training and preparation for any media encounter, the likelihood of important messages getting through is significantly increased.
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Risk Communication Equations Download Report (440kB pdf)