Risk communication: pitfalls and promises

Over the past 30 years, researchers and practitioners have discussed the importance of risk communication in solving disputes ranging from the public outcry regarding importing GMO foods from the United States to Europe, the siting of waste incinerators in many parts of Europe to the building a permanent high level nuclear waste facility in the United States. In this paper the history of risk communication is discussed, focusing particularly on the importance of the social amplification of risk and trust. This is followed by a detailed discussion on trust as it relates to public perception of risk, where it is argued that trust is composed of three variables. The third section covers the theoretical debate of how to best deal with the decline in public trust. This is followed by a short analysis in which it is concluded that there is no simple solution to increasing public trust (and thereby assuring greater risk communication successes).