THE EVALUATION OF RISK COMMUNICATION EFFECTIVENESS

Risk communication deals with important and ambitious objectives. Main tasks are: advancing knowledge about risk issues, influencing risk-related behavior, and facilitating cooperative conflict resolution. However, are these goals actually achieved by the employed risk communication strategies? To answer this question, evaluation research is necessary, i.e., the assessment of the content, process and outcomes of respective interventions according to defined criteria. A look at current risk communication activities shows that, altogether, rather few evaluation projects have been conducted so far. Based on a review of selected empirical studies, methodological possibilities and difficulties are discussed. Clarifying the causation structure of risk communication obviously is the key problem, and valid evidence of a program's effectiveness is often restricted, Yet increased evaluation efforts which meet strict standards are indicated for several reasons: the purposes of risk communication are substantial and sometimes urgent; risk communication is difficult, controversial and usually expensive, requiring justification; and evaluation results are the best means to improve risk communication programs. It is recommended to incorporate evaluation measures into a risk communication program in advance and as an integral part of it.