Cranfield University

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Course description

• What is meant by the perception of risk and how it varies with context
• Attitudes towards risk based on psychological, cultural and other dimensions
• The role of various societal groups (the media, NGOs, etc) in risk issues
• Models of the amplification and attenuation of risk
• Understanding the “fright factors” in risk perception
• Developing trust in societal groups
• Horizon scanning and scenario building tools for communicating future risk to individuals and organisations
• Communicating risk messages to individuals, groups and society at large
• What can go wrong in risk communication
• Dealing with rejection of evidence-based risk assessment by individuals or communities.

On successful completion of this course the delegate will be able to:

1. Appreciate that in risk assessment, the “science” is only part of the overall risk analysis and that understanding perception and attitudes, along with communication is equally important.
2. Demonstrate an insight into the drivers that may influence individual or group perceptions and attitudes towards risk.
3. Participate in the discourse on the roles in society of the media, NGOs, academics, government etc with respect to risk assessment issues and to appreciate why they have the beliefs they hold.
4. Demonstrate skills in listening to concerns from different individuals/groups towards risks.
5. Communicate clearly to a range of audiences the impacts of future risks drawing upon the concepts of horizon scanning and using foresight tools, demonstrating the underlying principles and tensions within such techniques.
6. Demonstrate ability to develop effective means of communication to suit specific or general situations.
7. Demonstrate a conceptual awareness of the need to develop appropriate risk messages to specific societal groups.