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Communicating Risk Before Crisis Strikes
February 2006 | Volume 4 Issue 2
According to experts, risk communication is the exchange of information between an organization and the population that perceives risk from that organization. At its best, risk communication helps organizations to gain the trust of their stakeholders by informing them of potential risks in an honest and forthright manner, disclosing incidents immediately and sharing reliable information. The articles and case studies in this issue explain the importance of risk communication and offer advice and analysis on when, how and why to implement risk communication.
Natasha Spring
Executive Editor |
Features
RESEARCH AND PLANNING
by Sandra Macleod
The terms risk communication, crisis communication and risk management are often used interchangeably. Crisis communication we understand to mean communicating once the crisis has hit. Risk management entails ensuring as far as possible that risks do not become a reality. Risk communication is part of risk management—informing responsibly on the extent of risk.
LESSONS FROM THE FIELD
by Robert J. Alvey
Having been deployed as a crisis communicator to Baton Rouge, Louisiana, immediately after the New Orleans levees failed last year, I am frequently asked to talk about the experience and my opinion of why so much went wrong so quickly in the aftermath. My quick response is "Too little too late."
ORGANIZATION
by Vicki S. Freimuth, Ph.D.
Little of existing risk communication advice addresses the management of the communication function during a crisis as opposed to before a crisis. Drawing from my own career experiences, I think it important to address the former.
PREVENTION
by Larry Smith
The recent Sago Mine and Firestone tire debacles, while different in nature, were both smoldering crises. Good risk management would have likely prevented both from destroying lives, damaging reputations and costing companies millions of dollars.
The Institute for Crisis Management (ICM) defines a smoldering crisis as a problem or issue that starts out small and often internally, and that is ignored or not recognized until it blows up into a public crisis.
SPECIAL REPORT
by Robert J. Holland, ABC
One-third of the respondents to a recent IABC survey had no formal crisis communication plan prior to the natural disasters and organizational crises that seemed so prevalent in 2005. Almost half of those who were unprepared had to quickly put a plan together when the unexpected occurred.
Columns
by Suzanne Salvo
   
Patterns: Eye candy and learning tools
"To understand is to perceive patterns."
When renowned British philosopher Isaiah Berlin spoke those words, he wasn’t talking about photography—or was he? My online dictionary defines pattern in one word: design. And certainly knowledge of all kinds is more readily absorbed when the elements are arranged in a pleasing, orderly fashion. Sounds like the makings of an effective photo to me!
by Daria Steigman
A Passion for Excellence:
Building a consultancy into a PR empire
Molly Matthews started a consulting business in her basement 18 years ago after losing her job in a corporate restructuring at Children’s Hospital in Washington, D.C. Like many women, she looked up and saw a glass ceiling and figured she could certainly do as well on her own. In fact, she did a whole lot better.
by Andrew Gilman
Lessons from the West Virginia Sago Mine Disaster
The recent coal mine disaster in West Virginia was tragic enough, causing 12 miners to be trapped underground and to subsequently lose their lives. The tragedy was compounded in the public eye by inaccurate statements from spokespeople who, at one point, stated that the miners were alive, giving false hope to family and friends and ultimately causing outrage in the community.
Case Studies
Industry News
Related Links
Related Links provides additional articles and resources for understanding this month's topic of risk communication. You can also find some of these links alongside each corresponding feature article for quick reference. Links include:
- Self-Instruction Course in Risk Communication
- How We Deal with Risk in American Society: A conceptual framework
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