Risk Communication: Thinking From The End New episode of the science podcast “Risiko”
What it's about:
The internet is full of information about health topics and alleged and actual risks. Sensationalist videos and social media posts in particular can reach millions of people in almost no time at all. This poses a particular challenge for authorities and the media seeking to provide reliable information on such topics based on scientific facts. “Even the best-produced risk information is ultimately worthless if no one finds and understands it,” explains communication scientist Eva Baumann in the BfRshort forGerman Federal Institute for Risk Assessment science podcast “Risiko”. Baumann is a professor at the University of Music, Drama and Media in Hanover, where she heads the Hanover Centre for Health Communication, and is also a member of the Scientific Advisory Board of the German Federal Institute for Risk Assessment (BfRshort forGerman Federal Institute for Risk Assessment). To truly reach people, Baumann recommends thinking backwards: “We must ask ourselves: where do we need to meet people where they are in terms of communication?”
The problem: It is just not possible to reach everyone at the same time with a single text or message. People are far too different for that, explains Baumann: “They are in different life situations, at different stages of life, in different places, and they live their lives in different ways.” And they often use very different media and platforms.
People and institutions who want to provide information on health risks should therefore take a strategic approach and decide who actually needs to be reached. Often, these are specific groups or parts of the population that are particularly at risk. For them, it is especially important that the information reaches them, that they understand what it is about and why the topic is important to them. “Then I have to consider: How can I reach these groups? What media do these people use? Who else do they talk to? Who do they trust?” advises Baumann. The message must therefore be presented and broken down differently for different target groups.
If a health risk affects children, for example, it is usually a good idea to address parents and, where appropriate, educational professionals as well — and to do so in a way that does not unsettle them. After all, the aim of good risk communication is to enable people to assess their own risk and make informed decisions. It is therefore helpful to provide practical recommendations that are as specific as possible, to use language that is easy to understand, and to include visual aids such as infographics.
Complex issues should be simplified to focus on the core message – even if that is sometimes difficult, says Baumann. “Every simplification can serve as a bridge to introduce people to a topic, spark curiosity and encourage them to engage with it more deeply.”
Link to the full podcast episode (in German): External Link:https://podcast.bfr.bund.de/15-risikokommunikation-vom-ende-her-denken-015
Quotes and original sound bites from the podcast episode may be used freely provided the source is cited.
About “Risiko” and “Risiko kompakt”
Daily newspapers, news portals and social media posts constantly warn about new health risks: plasticisers in sunscreen, microplastics in the body or alleged contaminants in food. But what is really behind these supposed dangers? And how great is the risk for me personally? In our German‑language podcast formats “Risiko” and “Risiko kompakt” (“Risk” / “Risk compact”), we get to the bottom of such topics — calm, scientifically sound and easy to understand. In “Risiko”, this happens in relaxed, half‑hour conversations. “Risiko kompakt”, on the other hand, focuses on the essence of a story and uses original audio from experts to explain the most important facts and background.
About the BfRshort forGerman Federal Institute for Risk Assessment
The German Federal Institute for Risk Assessment (BfRshort forGerman Federal Institute for Risk Assessment) is a scientifically independent institution within the portfolio of the German Federal Ministry of Agriculture, Food and Regional Identity (BMLEH). It protects people's health preventively in the fields of public health and veterinary public health. The BfRshort forGerman Federal Institute for Risk Assessment provides advice to the Federal Government as well as the Federal States (‘Laender’) on questions related to food, feed, chemical and product safety. The BfRshort forGerman Federal Institute for Risk Assessment conducts its own research on topics closely related to its assessment tasks.
This text version is a translation of the original German text which is the only legally binding version.