Page 76 - Creating Spiritual and Psychological Resilience

Principles of Risk Communication 45

The Trust Determination Model

A central theme in the risk communication literature is the importance
of trust in effective risk communications. Trust is generally recognized
as the single most important factor determining perceptions of risk. Only
when trust has been established can other risk communication goals, such
as consensus-building and dialogue, be achieved.
Trust is typically built over long periods of time. Building trust is a
long-term, cumulative process. Trust is easily lost. Once lost, it is difficult
to regain.
Because of the importance of trust in effective risk communication, a
significant part of the risk communication literature focuses on the deter-
minants of trust. Research indicates that the most important trust deter-
mination factors are

• listening, caring, empathy, and compassion
• competence, expertise, and knowledge
• honesty, openness, and transparency

A host of other factors can also affect perceptions of trust. These include
accountability, perseverance, dedication, commitment, responsiveness,
objectivity, fairness, and consistency.
Trust can be created by a proven track record of caring, honesty, and
competence. It can be enhanced substantially by endorsements from
sources of information perceived as credible by the target audience. Trust
determinations are often made in less than 9 to 30 seconds.
Surveys indicate that among the most trustworthy individuals in
controversies involving risks include health care workers, pharmacists,
firefighters, safety professionals, educators, religious leaders, and citizen
advisory groups. Trust in individuals varies greatly depending on their
perceived personal attributes and communication skills.

Strategies for Effective Risk Communication

These models provide the intellectual foundation for the following strate-
gies for effective risk communication.