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side down, and that it is difficult to get an overview of cases. If the public hasless faith in the media than in a “story” then some of the distrust affects theplayers involved in an article.Many of the participants in the focus groups indicate that the Danish EPA hasto ensure that any piece of information about cases involving risks can betransmitted complete and unfiltered, both while they are topical issues andalso later when there may be uncertainty as to how a specific case was settled.This could be through a page with cases involving risks on the Danish EPA’swebsite, and through a kind of environmental information television programme.Alternatively, the Danish EPA could participate in consumer programmes.2.1.7 RecommendationsThe Danish EPA must consider carefully who is responsible when a case involvingrisks is being debated in the media. It is important that the individualis articulate and does not elaborate in too much detail using technical jargon.It is also important that the individual is able to give an overall conclusion sothat it is difficult to cut out important aspects if and when the reports are edited.Finally, it is important how the individual is perceived by others. Is theindividual able to show enough empathy without becoming too emotional? Itis very important that the individual does not get too involved in a heated debatebut retains a balanced attitude and concentrates on the case and the person.It may be an advantage if the same person is chosen to communicate a casethroughout the whole process. This will create recognition and thereby confidence.Since most people’s expectations regarding the role and responsibilities of theDanish EPA are wrong, it is very important that the Danish EPA stresses itsrole and scope of actions in each case. The Danish EPA should also make anextra effort between cases to ensure that the public understands the DanishEPA’s actual tasks, role, and responsibility. If the Danish EPA wants to increasethe public confidence, it is important in any communication that thepublic continues to have the best possible understanding of the actions whichthe Danish EPA in reality is able to take.The Danish EPA should work on its double role as an agency in a politicalsystem and an authority with several clear goals for protecting the citizens.There are clear expectations from the public that government officials are notpolitical but on the contrary are the public’s advocates towards the politicalsystem.As an authority they should inform the politicians and inform the publicof rules and legislation which ought to be changed.The Danish EPA should be aware that it will lose public confidence if it primarilyconcentrates on whether rules are being followed or not, especially if –in the public’s view – such rules are unreasonable or deficient.Before the Danish EPA reports about a risk it could be an advantage to considerwho else might be a player in the case, any viewpoints these may wish topresent, how they might perform, and their motives. The better prepared theDanish EPA is, the easier it will be to handle the case in a sound, confidentand credible manner.26