Risk = Hazard + Outrage: A Conversation with Risk Consultant Peter Sandman
In our recent podcast “The Truth is Out There… Isn’t It?,” we hear from professional skeptics, former UFO investigators, and “social incompetence” experts. One fascinating interview that didn’t make the final cut was with Peter Sandman, a “risk-communication consultant” whose work was also cited in Freakonomics. (Here is how he came to be what he is.)
Sandman breaks his work into three areas: scaring people who are ignoring something that is legitimately dangerous and risky; calming down people who are freaking out over something that’s not risky; and guiding people who are freaking out over something that is legitimately risky. To accomplish all this, Sandman came up with a useful equation: Risk = Hazard + Outrage. Here are some excerpts from Stephen Dubner’s interview with Sandman, which ranges from the perceived risk of WMD’s in Iraq to the debate over climate change.