Wei-ji is the Chinese ideogram of the word crisis, it is composed by the words danger and opportunity. In no other language it is so well condensed the meaning of the term.
Understanding the mechanisms of risks perception allows an assessment of how risk is perceived, what could be the public response, identifying what are the variables to work on to facilitate the acceptance (or, to stimulate an awareness when our objective is to motivate to action towards a “real” risk) .the development of the consequent communication strategies.
Communicate concerning a risk, real or perceived, cannot be based solely on objective and rational data, it must consider the factor of emotional perceptions and requires first to achieve the trust of our stakeholders, share public concerns, show commitment to tackle and manage the problem.
Risk communication must, first, be an interactive process of exchange, that should not limit itself to being merely an informative activity but should involve also opinions and values not only the facts. It cannot only deal with the rational and technical- scientific side of the risk, but must also deal with the emotional reaction of the audiences. It 'a process that cannot simply spread a "correct information" about the risk, but have to create a relationship of trust and a dialogue between those who must manage the risk and those who feel exposed.
Luigi Norsa & Associati can assist organizations to build a risk communication process that engages the audience, make it part of the risk management process, let them accept the situation and share the actions taken to manage that risk.