How to Communicate Risky Business

July 8th, 2008 at 02:53pm Kylie Crull

Transparency of an organization is valued and practically demanded in today’s society, but when you have to communicate a safety or environmental risk that your business poses to the public, staying in the dark can be an appealing alternative. The reaction from the public is influenced by how you communicate the risk. If you communicate the risk voluntarily before a crisis or media person digs up your dirt, your message will be more accepted by the public. Your organization will be regarded with greater trustworthiness and credibility by coming forward by showing a concern and interest in the public’s well-being and safety.

If the risk you are communicating is very complex or unfamiliar, the public will perceive it as a greater threat. Cater your message to your audience, depending on their level of education and understanding. Create two-way communication between the organization and its public to understand and identify their fears and concerns. The perception of the risk as a threat will also increase if experts are disagreeing about the issue. While you cannot control what external experts are saying, position the organization’s internal management as reputable experts who are able to be objective. After you communicate a risk, anticipate and prepare for hostility by having a crisis plan ready to be implemented if needed. Being responsive to media is one of the best ways to ensure your message is being communicated accurately. Understand the media’s needs and provide accurate information and respond promptly.

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