Risk Analysis Factsheet 9: Using (the right) media to reach the audience

Public risk communication is a central component of risk management, and yet at the same time one of its biggest challenges. On the one hand, it is widely acknowledged that a well-informed public is often better prepared for a crisis and recovers faster if a crisis occurs. On the other hand, risk management, and by extension communication processes are increasingly complex and technical. Knowing which type of media to use and how to communicate to specific target groups is essential for risk management professionals looking to develop communication pathways with those confronted with various risks. In addition, more effective risk communication approaches can help reduce vulnerability and increase societal resilience. The report examines some of the most important types of media and communication channels used to increase the effectiveness of public risk communication and provides some structured insight on how to use the ‘right' media for a specific audience.