The element of control and empowerment is key to effective risk communication. Dealing with Uncertainty Sandman argues that equity and control are key issues which must be addressed in order to effectively communicate risks to the public. When coerced, people become stubborn. They are not motivated to expend the effort needed to understand complex risks, since their understanding would have no real use. Conversely, having some decision-making power motivates people to expend the effort to understand risks.
Sandman suggests ways to empower the public.
Agencies should consult the public early on in the risk assessment process, and periodically throughout the process. Explanations must avoid jargon. The author suggests three guidelines for simplifying technical information. First, the presenter should determine what her information goals are and what the public's information needs are. When presenting information, stay focused on responding to those needs and goals.