Document ID: chunk:federal_register_of_legislation:F2013C00288:reg:4:p7
Version: federal_register_of_legislation:F2013C00288
Segment Type: reg
Provision Reference: reg 4 (pt 7/11)
Character Range: 3090228–3093030

While medical doctors were viewed with greater trust, nearly 40% of study participants identified the media (including newspapers, magazines, television and radio) as their primary source of information.

4.1.5         Develop the message
It is often helpful to develop key messages as part of the risk communication planning process. This can help to focus communication activities on the most important information and, by helping to ensure that messages are consistent, can also assist in building trust with communities.

It is important to remember that message development is not 'spin' and is not manipulative, and nor is it a substitute for two-way communication. The key to good message development is to avoid bombarding the audience with too much information or with information that does not address their needs. This can be achieved by understanding community concerns and focusing messages on answering those concerns in a clear and concise manner.

In developing key messages, it is helpful to collate maps, diagrams and reports relevant to the project and identify data which may be useful in providing information, explaining decisions, and so on.

The most important part of message development is focusing on what information the community wants. In general, people are interested in receiving information on the following subjects:
    * description of the risk  people want more than just technical descriptions of risk. Risk should also be conveyed in ways that are accessible and relatable for people with non-technical backgrounds. It may be helpful for risk communicators to provide familiar analogies that assist an understanding of the risk.
    * risk consequences  this includes effects and the level of danger associated with the risk.
    * level of control about the risk and its consequences  people want to know the answers to questions such as "what should I do?" and "what are agencies doing?"
    * exposure information  this includes risk intensity, duration, acceptable risk levels and how they are measured, how long the exposing agent is dangerous, how long it persists, and how it accumulates in the body.
As part of an engagement process, the following kinds of questions may be asked, relating to numerous types of concerns.
Note: these are generalisations and these questions are NOT provided as a substitute for identifying the community concerns through two-way communication.

Health and lifestyle concerns
    * What is the danger to my health and that of my family?
    * Can I drink the water, eat vegetables from my garden, etc.?
    * What can I do to find out if my health has already been affected?
    * What can I do to reduce the damage already done?
    * What can I do to prevent further damage?
    * What about my children?
    * We are