Risk communication of policy advising scientific organisations: a thematic outline using the example of the German Federal Institute for Risk Assessment

Abstract

Regulatory scientific agencies, such as the German Federal Institute for Risk Assessment (BfR), are confronted with various challenges in their science-based risk communication. On the one hand, the communication of health risks is becoming increasingly complex and, accordingly, more demanding, which is why – among other things – questions about the health literacy of consumers and target group-oriented risk communication are gaining importance. On the other hand, the outputs of regulatory scientific agencies are increasingly exposed to politicisation and public criticism, which increases the relevance of questions about the objectivity and trustworthiness of expert opinion, risk assessment, and official statements, as well as the legitimacy and reputation of such organisations. This is further intensified by the emergence of new social media actors who produce and publish their own information and communication materials. The misinformation, disinformation and malinformation consequently distributed in this context represent another challenge, which is closely related to questions of adequate communication of health risks and of stabilising legitimacy, reputation and trustworthiness. The article discusses various approaches to solving these problems, including the optimization and visual enhancement of health information, enabling social participation as well as embedding these measures in strategic stakeholder and reputation management. The article concludes with a call for a more open discussion of inherent dilemmas.