Emergencies: Risk communication

Risk communication refers to the real-time exchange of information, advice and opinions between experts or officials and people who face a threat (hazard) to their survival, health or economic or social well-being. Its ultimate purpose is that everyone at risk is able to take informed decisions to mitigate the effects of the threat (hazard) such as a disease outbreak and take protective and preventive action.

Risk communication uses many communications techniques ranging from media and social media communications to mass communications and stakeholder and community engagement. It requires the understanding of stakeholder perceptions, concerns and beliefs, as well as their knowledge and practices. Effective risk communication must also identify early on and subsequently manage rumours, misinformation and other communications challenges.

Risk communication refers to the real-time exchange of information, advice and opinions between experts or officials and people who face a threat (hazard) to their survival, health or economic or social well-being. Its ultimate purpose is that everyone at risk is able to take informed decisions to mitigate the effects of the threat (hazard) such as a disease outbreak and take protective and preventive action.

Risk communication uses many communications techniques ranging from media and social media communications to mass communications and stakeholder and community engagement. It requires the understanding of stakeholder perceptions, concerns and beliefs, as well as their knowledge and practices. Effective risk communication must also identify early on and subsequently manage rumours, misinformation and other communications challenges.

Risk communication only works when there is communication based on trust between those who know (experts), those in charge (authorities) and those affected. Without trust, people are unlikely to follow the advice given. Listening to and understanding peoples’ beliefs, concerns and perceptions is just as important as providing them with facts and advice.

Explaining honestly what is known and admitting what is uncertain is essential. The credibility of those giving advice; their expressions of caring and empathy; and identifying with the audience are factors that make risk communication effective.

Countries report that they have made progress in risk communication capacity over recent years. However, as health emergencies become increasingly complex, as witnessed during the recent Ebola outbreak in West Africa and in the pandemic (H1N1) 2009 influenza virus, more help is being requested from WHO and partners.

WHO provides global guidance on best practices for risk communication and is supporting countries to build up capacities through establishing the right policy, strategy and plans for risk communication, providing training for key personnel, engaging and training journalists on how to report on health emergencies, and running simulation exercises to test national systems. In emergencies, WHO provides hands on support for response by deploying its Emergency Communications Network to affected countries and regions to work hand-in-hand with national and local authorities.