Brookhaven involves employees in communication‐management revamp: Relationship‐building creates a “reservoir of goodwill”

Abstract

Purpose

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.

Design/methodology/approach

The paper draws on interviews with top managers, communication specialists, employees and members of the community.

Findings

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.

Practical implications

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.

Originality/value

The paper details effective ways of risk communication management.

Citation

(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/10.1108/09670730910996554