5. Definitions of Risk Communication

Risk communication, what does it mean when we say risk communication okay. So, one in risk communication or in even in disaster risk communications, I am talking in a more, broader perspective, there should be one sender like local government okay. They want you to evacuate and so there is first in the disaster risk communications, we need one sender okay and what they do, they send message informations okay about the risk and what can be done to people. So, senders, they are sending informations to the people, they are the receivers.

Risk communication refers to the process of exchanging information about potential hazards and risks. It involves at least two parties: the sender, often a local government or authority, who conveys information about risks, and the receivers, who are the community members at risk. The sender's role is to inform the receivers about threats, such as natural disasters, and the necessary actions they should take to mitigate those risks.

Imagine a school’s principal announcing a fire drill. The principal (sender) informs the students (receivers) about what to do in case of a fire, including how to evacuate the building safely. The announcement is a form of risk communication intended to prepare the students for a potential emergency.

Now, this exchange of information is about risk but when the senders passing the information, passing the information to the receivers, there is a motive. Do you know what is this motive? What they want to do? If the sender is sending these informations to the receiver, he has a very particular motive when we are talking about disaster risk communication, the motive is the sender wants to change the mind of receiver okay, change his mind, changed perception and changed behaviour.

The key purpose of risk communication is to influence the perceptions and behaviors of the receivers. It is not merely about sharing information; it aims to encourage people to act on that information. For example, if authorities warn a community about an impending flood, their goal is to prompt people to evacuate or take necessary precautions. This process involves motivating receivers to recognize the risk and alter their behavior accordingly.

Think of a public service announcement about the dangers of smoking. The advertisement not only shares information about health risks but actively encourages viewers to quit smoking. The intent is clear: to influence viewers' behaviors and perceptions regarding their health.

So, when we are saying that the exchange of informations, what is the meaning of content of that, what kind of content they should discuss, of course, they are talking about risk but what is, what component of risk they are talking about, so that’s we are talking. How many people, we will want to know that we were talking that earthquake is coming, flood is coming in your cities but I want to know that how and how many of us will be affected by that.

In risk communication, the specific content exchanged is crucial. It often includes details about who will be affected by a risk and the extent of that effect. For instance, if a flood is expected, the communication should specify how many people in which areas may be impacted. This information helps receivers understand the scale of the risk and prepares them to take appropriate actions.

Consider a weather report predicting a hurricane. It provides information not only about the hurricane's strength but also about which coastal towns will be affected and how many residents should take precautions. This clarity helps individuals and families to understand the risks they face.

When we are saying that you are at risk because of the flood, because of the earthquake in this city, people do not want to believe you. They said that what do you mean that I will be in fact, who is who are I okay, who are you. So, you have to define that who, what extent this and this settlement and these people will be affected.

People often have varied perceptions of risk. For instance, if someone is told they are at risk from a flood, they might be skeptical without understanding exactly how it affects them or their community. Therefore, effective risk communication must clarify who exactly the risk applies to and the surrounding context, ensuring that the audience appreciates the seriousness of the situation.

Imagine hearing that a nearby town is under a flood warning. Some residents might believe they're safe because they live on higher ground. However, it’s crucial to explain that even their town could be at risk if water levels rise significantly. Addressing misconceptions helps people understand their genuine risk.

Risk communication basically, primarily defined as purposeful exchange of information about some kind of risk. In our context, this is more about disaster risk but it could be health risk, it could be environmental risk, it could be other risk okay so between interested parties.

The overarching objective of risk communication is to facilitate a purposeful exchange of information regarding any form of risk, whether it be related to disaster, health, or the environment. This exchange seeks to ensure that both parties involved – senders and receivers – understand the risk and the necessary measures to address it effectively.

During an environmental health crisis, such as an outbreak of a disease, health officials communicate risk to the public. They aim to ensure people understand the seriousness of the situation and what actions they should take to protect themselves, such as vaccination or hygiene practices.

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