Good communicators must be able to identify which communication style will be more likely to meet a specific objective, and also to know how to move smoothly between styles when the occasion demands so. One cannot entirely predict the nature of conversations, particularly with the media, and must therefore be prepared to deliver key messages using a variety of strategies. Covello stresses that, in risk, communication, the crux of the issue is not science but communication. Policy decisions must be based upon the best information available, and public discussions about risk must be held. Public discussion should not be seen as an opportunity to manipulate public opinion.
Risk communication is based on structured answers that can be utilized during crises.
A key message for which at least two supporting statements can be made is prepared and delivered using well-defined techniques. Risk communication allows one to effectively use limited time in hostile situations. Plan carefully and evaluate performance. Listen to your audience. Be honest, frank and open.