Risk and crisis communication

By Marilú Acosta

Risk is when things are still good, but can go bad. Crisis is when things are already bad. Risk and crisis coexist: When something is already bad, it can always get worse.

Risk and crisis communication requires a transparent, constant and respectful exchange between experts (in whatever the threat is), authorities (responsible for communication, response and recovery) and the general public (who together may or may not steer the ship to safety). A well-done risk and crisis communication provides the necessary tools so that, according to their circumstances, each member of society, be they experts, authorities, population, decision-makers affecting a large number of people (directors of large companies, universities, religious and social leaders, etc.) who directly or indirectly face the risk, can make the best decisions to mitigate the effects of the threat as much as possible. This communication must be agile in order to adjust according to the response of society.