After reading the Risk Communication text by Lundgren and McMakin, pages 271-299, I found two concerns that may complicate my risk communication project. The first is that certain kinds of risk get more coverage (277), and the second is that the media are "event focused," (276).
The problem with certain kinds of risks getting more coverage is that in banking, there is always the risk of a robbery, but it is not something that happens every day, or to a large group of people that would be affected. Therefore, the only coverage that robberies will get is when one actually occurs. Even if a robbery gets coverage, it is most likely covered by the local news, and will only receive national media attention if it is a large bank, or there are fatalities. The potential risk is not being communicated effectively by the media. The focus of my project is two-fold; to prevent possible robberies, and to inform involved parties on how to correctly handle the situation after it has occurred. The problem of coverage complicates both aspects of my project. Although bank employees are the higher-risk group and rely on proper training to prevent and handle robberies, bank customers are also at risk and could benefit from being informed by the media. Since this is a risk that is only covered by the media after it occurs, it is hard to reach the part of my audience that is the consumer.
I can begin to account for this by using the distribution services discussed on page 287. The web services that "make news available to journalists" can be used to distribute important information to the public on how to deal with a bank robbery. There would be both information on preventative and safety measures, as well as what to do after the fact.
The second concern deals with the media being "event focused." This goes along with the coverage issue. The risk is not being communicated, it is the aftermath that the media focuses on. This issue complicates my project because there is no media attention being focused on preventative measures. Because most bank robberies are often not fatal, there is little focus on them even when they do occur. Since it can be a harmful situation for innocent bystanders, it is necessary to communicate the risk to the public.
One way to account for this is to use public service announcements that educate the consumer on how to handle the potential situation. The text discusses public service announcements as a way to "educate and raise awareness about significant social issues in a way that will change attitudes and behaviors and create positive social change" (289). This would be a good way to get my message out, because it promotes a "change in attitudes," which is the task I am trying to accomplish. Another way to educate the public is to have brochures available at the bank, not to alarm, but to inform.
