THE BRENT-SPAR-CONTROVERSY - AN EXAMPLE OF RISK COMMUNICATION GONE WRONG

This perspective piece uses the theories and ideas of risk communicati on to shed light on the reasons why the proposed dumping of Brent Spar in the U.K. offshore waters caused such an international uproar. We p ostulate that the Brent Spar crisis is a classic example of risk commu nication gone wrong. Had the sinking of the storage buoy not been ampl ified by the media and the environmental group Greenpeace, and had not the U.K. Government nor Shell come across as distrustful it would pro bably have taken place without any public notice. We examine some of t he main reasons why Greenpeace succeeded in its risk communication and Shell/the U.K. Government failed. We conclude with a discussion conce rning some of the risk communication lessons learned from this crisis.