“Striking the right balance”: tensions in municipal risk communication management for preparedness

PurposeThe aim of the study is to deepen the knowledge about municipalities' risk communication for preparedness. This objective was pursued by analyzing how risk communication functions were organized in municipalities and by scrutinizing tensions in risk communication management.Design/methodology/approachThe study relies on 19 qualitative, semi-structured interviews with communication practitioners in Swedish municipalities. The sample was purposive and included Swedish municipalities varying in number of inhabitants, geographical location, degree of urbanization, size and risk profile.FindingsRisk communication is seen as a sub-field of crisis communication in municipalities' communication management. The task of initiating risk communication activities and campaigns is frequently assigned to the municipalities' safety units or emergency coordinators and is normally not part of communication practitioners' duties. Municipal communication practitioners often face challenges in trying to demonstrate the significance of the practitioners' role in risk communication and other risk-related activities within the municipality. The practitioners' work is characterized by four categories of tensions that are identified as follows: constitutional/legal, organizational, cultural and technological.Practical implicationsThe identified tensions in risk communication are important for reflexive practitioners to consider, and the paper suggests three steps that municipal communication managers can take to handle them.Originality/valueThe study contributes with novel knowledge about municipal communication management in a context of risk communication. The study challenges the existing and dominant risk communication research and offers a more contextual and reflexive understanding of actual risk communication processes in municipalities.