Which item is a lag indicator in evaluating risk communication effectiveness?

• A. Behavior change
• B. Message reach
• C. Comprehension scores
• D. Plan updates

Answer: (A)

Lag indicators capture the final outcomes showing whether the risk message actually changes how people act over time. Behavior change fits this best because it reflects the actual adoption of safer actions or changes in practices after exposure to the communication. It demonstrates the real-world impact of the message on the audience.

In contrast, message reach only tells you how many people were exposed to the information, which is an exposure measure (a lead indicator). Comprehension scores gauge understanding, another lead indicator that happens before behavior changes. Plan updates reflect organizational responses or actions taken by the sender or system, not the audience’s behavior.