Why Rules for Risk Communication Are Not Enough: A Problem‐Solving Approach to Risk Communication

Current work on risk communication offers practitioners helpful guidelines and rules such as “speak clearly” and “speak with compassion.” While important, these guidelines have limitations. They offer practitioners and scholars little aid in determining why a communication encounter failed. Also, they do not help practitioners anticipate and overcome likely difficulties in future risk situations, nor can they help locate information about how to reduce these difficulties. To overcome the limitations of rule‐based approaches to risk communication, this paper describes a diagnostic or problem‐solving approach. This approach maintains that instead of rules, people need bases for anticipating likely obstacles to effective communication and selecting approaches that reduce these difficulties. Research on building trust, increasing awareness, deepening comprehension, gaining agreement, and motivating action is available in fields such as communication, educational psychology, science education, marketing, counseling, negotiation, and disaster response. This paper describes a framework that assists scholars and practitioners in: (a) identifying communication goals; (b) determining principal obstacles to those goals; and (c) selecting research‐based methods for overcoming or minimizing these difficulties and achieving communication objectives.