Skip to main content icon/video/no-internet

The precautionary principle is a centerpiece of risk communication theory. From a public relations perspective, organizations engage in policy debates that have a simultaneous impact on them and their stakeholders. Uncertainty is inherent in all risk communication and decision making, as competing voices argue over the extent to which a risk exists, who it is likely to affect, and with what magnitude. As such, the debate centers on whether the presence of the risk, such as a chemical in food, poses a benefit or unacceptable harm. Typically science cannot solve the issue with certainty.

Thus, discourse employing the precautionary principle is a means of managing uncertainty. Steve Maguire and Jaye Ellis (2009) defined the precautionary principle as “a guide for decision making about risks—and inevitably, therefore, about risk-generating activities and technologies—in a context of scientific uncertainty” (p. 119). The essence of the precautionary principle, from a communication and risk decision-making standpoint, requires a willingness of all relevant parties to recognize, analyze, and openly discuss uncertainty in a public format with the objective of preventing harm or at least keeping it within acceptable limits.

Burden of Proof

At present, this principle is applied in policy decisions that are based on risks to the environment. It is seen as a “conservative” assessment championing the rubric of “do no harm.” When organizations seek to harvest natural resources or build new facilities, for instance, there is an inherent impact on the environment. The organization may see this impact as trivial or sufficiently outweighed by potential benefits. Conversely, residents or environmental groups may judge the environmental impact as risky and intolerable. The principle provides a standard framework for structuring public deliberation of such risk issues especially when the consequences of a risk can only be determined over time.

Public debates on risk issues typically focus on scientific evidence that notable harm will or will not occur based on the changes advocated by the organization. In some cases, however, the scientific evidence is conflicting, sparse, or simply not available. In these cases, the precautionary principle asserts that the changes advocated by the organization should not be implemented until better evidence is available. This proposition places the burden of proof on the organization proposing the implementation of new technology, access to resources, or new facilities. Guided by the precautionary principle, burden of proof refers to which party has the responsibility for proving that a proposed change will or will not create unacceptable levels of risk.

If the principle is not implemented, organizations can argue that the burden of proof lies with those opposing the proposed change. From this perspective, those opposing change are obligated to generate conclusive evidence that the harm caused by the proposed action outweighs the benefit. Shifting the burden of proof may appear as a subtle philosophical distinction; however, the impact on communication and public policy is considerable. From the rationale of the precautionary principle, if an organization cannot establish that the changes they seek create a negligible risk to citizens and the environment, the proposed changes should be delayed until sufficient evidence is available.

...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles

Sage Recommends

We found other relevant content for you on other Sage platforms.

Loading