Public Official Insurance: Understanding Public Perceptions of Risk

As a public official, you are the liaison between the administration, or whichever branch, board, or organization you serve, and the rest of the public. In times of crisis or change, you also become the voice of authority, communicating with the public. That also exposes you to unique risks.

In a crisis situation, a communication strategy is crucial. Misinformation, misinterpretation of information, or a lack of understanding on both sides can cause confusion and alarm. Risk communication does not simply mean explaining the current situation at hand. It is often embedded in broader social issues. And, the idea of risk is measured, described and perceived differently by many people. What one person perceives as a threat may not be as great of a risk to another. This can also affect the way public officials communicate with the public.

For example, a public health official or scientist may use a one-in-a-million comparison to convey that, in a group of one million people, only one person will be affect. In other words, the odds are in your favor.  However, to a citizen listening who is worried about the safety of their family, that one person could be someone they know. Instead of viewing it statistically, they will often personalize the risk. Simply a statistical reason isn’t a sufficient enough explanation, and the communication strategy needs to be expanded, perhaps to explain steps people can take to mitigate the risk.

Knowing how the public will perceive a risk can help tailor a communication strategy. Certain risks and situations will cause more alarm than others. For example, risks that affect adults are more accepted than risks that perceived to affect children. Risks that are under an individual’s control, such as a political scandal are more accepted than risks that one can’t control, such as a natural disaster. Public officials face some liability risks in their roles. However, during times of crisis or change, the margin for error is smaller and the stakes are greater. Understanding how the public perceives risk can help public officials develop a better risk communication strategy.

At PGU, our Public Officials Liability program cover actions or decisions alleging financial loss or the violation of civil rights and cover legal fees incurred in the defense of and entity or public official. This protection is essential for any municipal government entities including but not limited to cities, towns, townships, boroughs, villages, authorities, special service districts, and commissions. Contact us today for more information. 804-272-6557

Source: Risk Communication Guidelines, U.S. Department of Health