Factors influencing the public perception of risk Summary of a presentation by Prof. Ragnar Löfstedt, director, King’s Centre for Risk Management

Key factors influencing public perception This table shows the range of factors which influence the manner in which the public will respond to news of a risk to them. No control regarding exposure Some level of control to exposure Involuntary exposure – e.g. base stations Voluntary exposure e.g. mobile phones Unfamiliar risk e.g. SARS, Ebola Familiar risk e.g. influenza Technological in origin e.g. nuclear power Natural in origin e.g. hurricane High perception of risk Low perception of risk

This table shows the range of factors which influence the manner in which the public will respond to news of a risk to them.

Key factors influencing public perception (2) News comes from untrusted source News comes from trusted source Female audience Male audience Unfair risk Fair risk Affects human reproductive organs Does not affect human reproductive organs Affects children Does not affect children Low probability but high consequence High probability but low consequence High perception of risk Low perception of risk

Other factors to consider The manner in which risk is communicated affects public response. Top-down tends to be the least effective strategy. Don’t use numbers and statistics to illustrate level of risk; use anecdotal and colloquial illustrations. The media amplify risk by the manner in which they report. Trust explains 50% of the manner in which the public responds to a risk. The more trusted the source of the news, the lower the level of alarm.

The manner in which risk is communicated affects public response. Top-down tends to be the least effective strategy.

Don’t use numbers and statistics to illustrate level of risk; use anecdotal and colloquial illustrations.

The media amplify risk by the manner in which they report.

Trust explains 50% of the manner in which the public responds to a risk. The more trusted the source of the news, the lower the level of alarm.