My involvement in IPUR’s activities and projects during my internship has exposed me to the world of risk perceptions and communication. The major projects I worked on include a case study on the Flint water crisis in 2015, an insight report highlighting findings from a study on COVID-19 risk perceptions and a few impact reports summarising key insights from research projects.

Notably of these three, the other interns and I spent a considerable amount of time on the case study where we were tasked with analysing public health disasters and the communication decisions that allowed easily preventable scenarios to happen and worsen. We also looked into the policy options that had been available for decision makers to choose from and dived into reasons why they may or not have been viable options. 

Partly due to its sensationality and global news coverage, I had been well aware of the Flint water crisis and the outrage it generated. Interestingly, it also took its place in popular culture over the past few years, with a few covering the case podcasts and even a Netflix docu-series in 2018. Yet, it was only during my time at IPUR that I delved deeper into the origins, development and conclusion of the crisis.

As a Business Analytics major, in my daily course of work, I do not engage myself in qualitative research. Stepping into the shoes of a researcher gave me insights on the process of academic research and the rigour and tenacity required to see a research project through to completion.

Over the weeks, having read countless academic articles and acquiring relevant research skills, I began work on my case study and the following are a few of my takeaways from the Flint water crisis with regards to risk communication.

1. Risk communication should never obscure the truth and give false reassurances in attempts to reduce fear and anxiety.
2. False reassurances reduce public trust, which once lost takes years of concerted efforts to rebuild.
3. Public concerns should be listened to and if valid, governmental authorities should investigate further.
4. Risk communication should be timely and accurate. If genuine mistakes do occur, communicators should take accountability and rectify errors as soon as possible.
5. Policymakers ought to use social media analytics to analyse the efficacy of their current plans so as to prepare alternative strategies if the need arises.

As I reflect on what I have learnt over my time here, I realise that the importance of effective risk communication cannot be understated. Though risk communication came across as a trivial matter to me at first, as I understood how communicating risk well can very well be the difference between a well handled crisis and utter disaster, my perspectives have truly changed for the better.