Strategic communication as planned behavior for science and risk communication: A theory-based approach to studying communicator choice

Abstract

This essay argues that we should treat science and risk communicators' choices about tactics, objectives, and goals as behaviors to advance both research and practice. Doing so allows for a discussion about how to use theories about behavior change and trust-building to help foster more strategic communication choices. The essay also seeks to anticipate and respond to potential arguments against using behavior change theories to encourage more strategic communication choices. We argue that it is possible to use behavior change tactics ethically if those tactics are aimed at increasing the likelihood that all participants in communication-including decisions makers like risk scientists-meaningfully engage with true, relevant information. Under the right conditions, such engagement is what should allow for the development of new knowledge, as well as a range of evidence-based evaluative beliefs, feelings, and frames. Being strategic when making choices about communication should also help with identifying situations in which justice, equity, diversity, or inclusion issues require additional attention. The essay concludes by noting that the difficulty of efficient and effective science and risk communication may require increased emphasis on getting experts such as scientists to collaborate with expert communication advisors. It may also be necessary to increase the capacity of science- and risk-focused communication practitioners.

Keywords: integrated behavior model; integrative model of organizational trust; risk communication; science communication; strategic communication; trustworthiness.