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

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.