Crisis & Emergency Communications Management

The Center for Risk Communication brings proven techniques to meet public and organizational communication challenges posed by public perceptions and misperceptions of risks and benefits. These techniques, developed from behavioral science knowledge based on university-level scientific research and years of practical experience, are critical when misperceptions of high concern issues create powerful barriers to effective communication. These and similar conditions require the unique solutions and guidance provided by the Center for Risk Communication.

The Center offers the following services and capabilities for meeting communication challenges:


What is perceived as real is real in its consequences

People’s behavior usually is predicated on perceptions – often misperceptions – that differ substantially from reality (facts). For people who are stressed misperceptions often spark strong emotions. A communication approach that offers only facts (that require rational processing) to people in an emotional state-of-mind is destined to fail.