How to communicate flood risks effectively

Communicating flood risk is a complex endeavour with multiple perspectives, approaches and components as each flood-risk situation is unique and has numerous variables: the geographic proximity of involved parties, the type and extent of exposure, potential risks, possible actions and others. While business continuity and emergency response teams understand their technical and operational role in responding to flood hazards, many continue to struggle with their risk communication capabilities. This situation risks leaving key audiences in a precarious environment when better understanding of this communication effort could prevent ineffective and potentially damaging media and public responses. There is therefore a need, as well as an opportunity, to communicate about flood risk in a way that informs without frightening, educates without provoking alarm, and moves people to act. The seven principles described in this paper offer some first steps in ensuring that communication strategies are proven, evidence-based, and can motivate policy action and change on a public and private level. Their application will result in an informed, involved and collaborative public.