Pesticides and Risk Communication PPP-52 - Purdue Pesticide ...

Earning Confidence:
Working with the Audience
People are often skeptical of large companies, big government, or
any organization that wields power. So when representatives of
academia, government, or industry offer assurance relative to pesticide
safety, their effectiveness may hinge on trust—or lack of it.
Trust pertinent to risk management is earned by acknowledging
people’s fears and providing information on which they can base their
own informed choices. It is molded by competence and character:
Competence is a matter of relevant expertise, while character is reflected
by the integrity and fairness of the individual.
Trust in an individual—a risk communicator—begins with a good first
impression. If your audience perceives that you care about their wellbeing,
they will trust what you tell them. But trust is best earned by
matching words with actions.
Reflecting the Audience’s Perception
The best way to reach an audience is to address their concerns.
When you commit to making a presentation, ask the program sponsor
to identify any uncertainties the audience might have about the subject
for discussion; then develop your message to fit their need.
On the day of the program, arrive early and mingle with the group;
talk with people and determine what is on their minds. Acknowledge
their concerns at the beginning of your presentation, to capture their
attention, and follow through by addressing them.
If people are mostly frightened or upset about pesticides, offer
whatever information you can to ease their minds. Talk about ways they
can exercise some degree of control over pesticide applications.
Explain how they can contact government officials to express their
concerns; identify groups that share and can assist in projecting their
opinions; and offer tips on monitoring pesticide use. On the other hand,
if your audience is generally supportive of pesticides, you can focus
more on risk education than on empathy.
28