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Trust determination theory states that trust is the most powerful factor influencing how people make risk‐related decisions. The more people trust the information source, the more they accept the messages, messengers, and channels for acquiring information. As shown in Figure 3.3, the basic components of trust are caring and empathy; competence and expertise; openness and honesty; and other factors such as dedication and commitment. Based on context, the relative weight given to these factors can shift.

Figure 3.3 The basic components of trust.

Several variables predict a higher level of trust. These include:

 acknowledging uncertainty;

 transparency, including openness and candidness about negative information;

 speed in disseminating risk information;

 disseminating technical information that is easy to understand;

 seeking input from stakeholders and encouraging constructive dialogue;

 ensuring coordination of communication activities within and among risk management authorities;

 avoiding the dissemination of conflicting information;

 disseminating risk information through multiple traditional and social platforms.