This paper aims to examine how, following a leak of radioactive material, Brookhaven National Laboratory (BNL) used risk communication management strategies that resulted in an award for its excellent public communications.
The paper draws on interviews with top managers, communication specialists, employees and members of the community.
The paper reveals five major themes of BNL's risk communication practices: leadership communications; commitment to stakeholder relationships; integrated communication function; employee participation; and symmetrical cultivation strategies.
The paper shows how non‐profit organizations facing environmental risks should: develop positive relationships with their employees and involve them in risk communication programs; internally promote the work of communication departments; reward employees' efforts towards developing good relationships in the community; and train their employees to communicate with the community through grassroots or neighborly interaction.
The paper details effective ways of risk communication management.
(2009), "Brookhaven involves employees in communication‐management revamp: Relationship‐building creates a “reservoir of goodwill”", Human Resource Management International Digest, Vol. 17 No. 7, pp. 29-31. https://doi.org/10.1108/09670730910996554Download as .RIS
Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited