What is the role of good risk communication?

Good risk communication plays a crucial role in public health and safety, particularly in the context of managing emerging and exotic animal diseases. It is effective when it not only communicates the risks associated with certain situations but also suggests positive actions that individuals or communities can take to mitigate those risks. This dual approach helps to empower the audience, fostering informed decision-making while promoting proactive measures.

By suggesting positive actions, good risk communication aims to engage and motivate individuals to participate in risk-reducing behaviors. This approach can enhance public trust and cooperation, which are vital during a response to an emerging threat.

In contrast, simply instilling fear does not provide constructive pathways for individuals to act. Providing only factual data without recommendations leaves the audience without guidance on how to navigate the risks, and merely gathering feedback without establishing a two-way communication channel does not address the relevant actions needed to manage or mitigate those risks effectively. Thus, the emphasis on both positive actions and clear risk communication is essential for a well-rounded and effective strategy in disease management.