Читать книгу Disaster Education, Communication and Engagement - Neil Dufty - Страница 14

Trust in the communicator is an important factor of risk perception with strong ramifications for effective risk communication. It becomes even more important when the individual's knowledge about the hazard is low and they have to depend on authorities for risk knowledge (Cope et al. 2010). Also, there seems to be a strong relationship between the uncertainty of the risk and the role of trust (Frewer and Salter 2007).

According to the Science Communication Unit (2014), research suggests that three main factors influence trust in an institution:

1 competence (i.e. the knowledge and capability to manage the risk in question);

2 a history of being open and honest and acting in the public interest;

3 sharing the same values as the individual.