Communicating Risk

Risk Communications is one of the most difficult aspects of communications particularly because the extend of the risk to be communicated is never clear. This is because Risk Communications is not about announcing what happened, it is about communicating what might happen if certain precautions are not taken. However, once harm starts to happen, it is important to act decisively.

For the first few weeks after the first person was confirmed to have Swine Flu, the statement from the health authorities was "don't panic". Weeks later, after a number of people had lost their lives, an announcement was made that a "call centre" had been established to respond to public enquiries on the epidemic. Blame will be apportioned on what could have been done by whom and when it could have been done. That however is not as important as learning from this situation and being better prepared for any other risk in future.

Importantly, with past experience and modern day travelling, it should have been clear that it was only a matter of time before the epidemic hit South Africa. A Risk Analysis should have indicated the need for a communication campaign as the first step towards developing a Risk Communications Strategy. To do this, you need people who understand Risk Communications.

Hopefully, lessons have been learned from this experience.