CURRENT PRACTICE
169. Current Government work on risk communication
builds on the studies undertaken under the auspices of ILGRA in
the 1990s. It commissioned research on the nature of risk communication
in Government and identified some of the pitfalls of public communication.
The Health and Safety Executive (HSE) combined with a number of
departments in 1997 to develop a set of generic principles for
Government risk communications as guidance for officials. These
were further refined and published by the Cabinet Office's Better
Regulation Unit in 1998.[342]
Since then some departments have developed their own guidelines
on risk communication. The Department of Health guidance, Communicating
about risks to public health: pointers to good practice, published
in 1998 is probably the most comprehensive departmental guidance
and is widely referred to in other Government material on risk.
Much of this guidance has been brought together by the Cabinet
Office in its comprehensive set of guidance, Communicating
risk, available on the UK resilience website.[343]
These guidelines reflect a general move in communication strategy
from a top-down information dissemination model to a more two-way
participatory approach which seeks to engage stakeholders and
the public at an early stage. The guidelines are intended to be
a toolkit to use in developing a communication strategy, providing
advice on handling the media and engaging the public. They do
not set out to provide detailed guidance to cover every aspect
of risk communication, but are a source of information on best
practice, drawing on experience, for use by those engaged in policy
making and communication.
170. The guidelines build upon the five principles
of risk management, listed in paragraph 149. Openness and
transparency are key messages:
"Government will make available its assessments
of risks that affect the public, how it has reached its decisions,
and how it will handle the risk. It will also do so where the
development of new policies poses a potential risk to the public.
When information has to be kept private, or where the approach
departs from existing practice, it will explain why. Where facts
are uncertain or unknown, Government will seek to make clear what
the gaps in its knowledge are. It will be open about where it
has made mistakes, and what it is doing to rectify them."
[344]
Detailed guidance is given on understanding public
reactions to risk, handling the media, presenting statistics and
many other aspects of risk communication.
171. In evidence to us, Government witnesses stressed
the importance of making information about risks widely available
to the public. The Secretary of State for Trade and Industry told
us that "We can do better but the best way of communicating
to the public is to put as many facts as we can in the public
domain."[345]
Other Government witnesses acknowledged the scope for improving
performance on the communication of risk. The Chief Government
Social Researcher told us that "we are still learning how
to communicate risk" and that "It is an area that we
need to do more work on and I think that is recognised".[346]
The GCSA, Sir David King, cited the example of the impact of some
of the media coverage of the MMR vaccine and the subsequent outbreaks
of measles: "Clearly, communication breakdown occurred".[347]
The Home Office DCSA, Professor Wiles, talked of the "constant
struggle" to try to improve understanding of risk and probability,
particularly against a background of what he identified as "a
weak scientific and numeracy culture in this country".[348]
We welcome
the public commitment to transparency in the handling of risk
in policy guidance and the recognition by Chief Scientific Advisers
of the need to improve public communication on risk.
172. We have been generally impressed by the approach
to communication adopted by the FSA. It has made clear and open
communication a feature of delivering its aim to restore confidence
in the way decisions on food safety are handled. It has been open
and consultative in its communications. Its website provides a
huge amount of information for the interested consumer to help
take decisions on the basis of available scientific evidence.
Its innovative approach to transparency has included open board
meetings and extensive public engagement activities. The 2005
Dean Review of the FSA was a thorough assessment of its performance
since its establishment in 1999 and concluded that stakeholders
were generally of the view that the organisation had delivered
on its aims to be open, transparent, put the consumer first, and
to be independent.[349]
The current Chair, Dame Deirdre Hutton, put the Agency's good
reputation down to "a combination of good science and absolute
transparency".[350]
However, it remains to be seen whether there will be a conflict
between sound science and a wish to put the opinion or the confidence
of "the consumer first".
173. An example of the Agency's innovative approach
to communication is its promotion of a voluntary traffic light
system of food labelling for processed food. This is a commendable
attempt to help those who wish to do so to choose a healthier
diet. It has been criticised for being a fairly blunt instrument,
in that it makes no distinction between, for example, different
types of fats.[351]
The National Consumer Council expressed concern that a range of
different styles of label might confuse shoppers[352]
and others, such as Associated British Foods, have made the point
that it gives the impression that there are bad foods, to be avoided,
rather than bad diets.[353]
Of course labels may have only limited impact: Professor Ragnar
Löfstedt states that "Approximately 5 per cent of the
general public read warning labels, be they on pharmaceutical
products or foods"[354]
although there is also some evidence that the introduction of
the scheme had a significant impact of sales in certain cases.[355]
It is perhaps too early to judge the full impact of the introduction
of what is still only a voluntary scheme and we have not focussed
in detail on it.
LEADERSHIP
174. There has undoubtedly been some valuable work
carried out in Government on risk communication that draws upon
the lessons of the 1990s. Government and its agencies have sponsored
academic research and carried out analyses of communication on
specific issues, such as foot and mouth.[356]
Some useful guidance has been produced and made widely available.
However, risk communication is still very much for each department
to take forward as it sees fit, hopefully in accordance with existing
best practice. Whilst we recognise that departments will need
to adapt guidelines according to the individual circumstances,
this approach has potential weaknesses. It may lead to messages
from different Government departments lacking consistency, and
we explore below how this might be addressed. Also, the absence
of true ownership of risk communication as a cross-departmental
activity may hinder efforts to drive further research, evaluation
and monitoring of existing practice. The current approach is one
of circulating examples of best practice and encouraging departments
to make use of existing research and other material. Whilst this
is welcome, so far as it goes, this approach is not necessarily
the best way of ensuring co-ordination and use of best practice
on a practical basis. The Cabinet Office, as we have noted, has
published useful guidance, but it does not seem to adopt the role
of leadership on risk communication. This point echoes our concerns
over the leadership of the risk programme as a whole, as outlined
in paragraph 155. The Treasury has led on risk, but its focus
is very much on the management of risk in Government programmes
and projects rather than on risks to the public, where individual
departments take the lead, supported by Cabinet Office guidance
on best practice. We
recommend that the Cabinet Office assume greater responsibility
as the centre of excellence on risk communication within Government.
It should have a leading role in collating and disseminating best
practice on risk communication, commissioning further research
as appropriate, in conjunction with other departments, and for
monitoring performance in implementing guidelines.
THE ROLE OF DEPARTMENTAL CHIEF SCIENTIFIC
ADVISERS
175. It is well established that the messenger is
vital in ensuring that scientific advice is conveyed authoritatively
and is believed. The GCSA's Guidelines advise that in public presentations,
departments should "wherever possible consider giving experts
(internal or external) a leading role in explaining their advice
on a particular issue, with ministers or policy officials describing
how the government's policies have been framed in the light of
the advice received".[357]
The Department of Health guidance notes that messages are judged
first and foremost not by content but by whether the messenger
is trusted.[358] The
Cabinet Office guidance on Communicating Risk explores
how to identify who is placed to deliver messages. This will depend
upon the nature of the message and the role the Government is
taking: for example, whether it is seeking to provide accurate
information on which people can make a judgment or seeking to
reassure the public that steps are being taken to mitigate risks.
It states that:
"where the need is for information to help people
make their own decisions, ministers may not be best placed to
give it, because public attitude research shows that they are
not always trusted. In these circumstances it may be better to
use a respected independent source to give that information".[359]
The guidance recommends that a cadre of suitable
people is developed and trained and that to deliver these messages:
"Full use should be made of trusted, independent
partiesleading academics, NGOs, subject experts, industry
bodies, doctors, professional bodies such as the Engineering Institutions
and accounting and actuarial bodies
".[360]
We strongly endorse the development
of alternative voices for the provision of information and advice
of a technical nature. Given the issues of trust identified by
research, the often instinctive reaction of departments to field
a minister should be resisted.
Conveying uncertainty