The public’s perceptions of risk – be they fears about mobile phone masts, genetically modified food or the MMR vaccine – may be different from those of the ‘experts’. This can be frustrating for government and companies alike. But it is our firm view that it is a waste of time trying to educate the public to perceive risks in the same way as experts. Our research shows that bridging this gap requires new ways of listening to, and understanding consumers. Their perception of risk, particularly where there is controversy or scientific uncertainty, needs to be understood, acknowledged and valued.
Good risk communication is vital to any public-facing business and shouldn’t be confused with traditional ‘public relations’. Risk communication is a field of expertise in its own right – not something to be left to an untrained press officer – not least because getting it wrong often carries a high price. John Gummer’s attempts to feed his daughter a burger at the height of the BSE crisis or Monsanto’s ill-conceived strategy on GM food illustrate the point.
NCC’s risk project has sought to understand better how consumers deal with matters of risk and to promote an action plan for all who manage risks that impact on consumers. Contrary to popular wisdom, our research shows that consumers don’t expect to live in an entirely risk-free world, but do expect benefit from the risks taken. We all live with risks everyday, we each have our own appetites for risk, and are necessarily our own risk experts. Consumers also told us that where possible, they do want to be able to make up their own minds and make their own choices – rather than face blanket ‘bans’. But where they cannot reasonably be expected to do so, then they also expect protection.
Children are a good case in point. At the NCC we are advocating greater social responsibility by companies in the ways they market foods high in fat, salt, and sugar to children. We would like to see the development of socially responsible business practices to achieve this – but we are not afraid to call for legislation if voluntary action isn’t working.
Communications experts should by now be well aware that spin and propaganda, whether from government or companies, is counterproductive. It is too easy to treat the media as scapegoats. Of course, it is important to be realistic about working with the media, but avoid blaming the media.
Dame Deirdre is chair of the National Consumer Council, a non-departmental public body set up in 1975 to safeguard the interests of consumers. She also acts as Chairman of the Financial Services Authority Committee of non-executive Directors and is vice chairman of the European Food Safety Authority. Deirdre also sits as a member of the Better Regulation Task Force and is former chair.
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