Communicating risk.

By:

Carney, Bill

Material type: Text

TextLanguage: ENG Publication details: MAY 1993Description: 3 p. : illSubject: The selection of a health risk communication strategy requires the determination of the real and perceived risks of a given situation. In a situation where both the real and perceived risks are low, such as in warning people of the dangers of sun tanning, the most effective response would be to communicate directly to the individuals at risk. In a situation where there is low real risk and high perceived risk, such as in the occurence of isolated cases of a fatal disease, the best response would be to ensure that all communications maintain a high level of credibility. On the other hand, in a situation where there is a high real risk and low perceived risk, the appropriate response would be to conduct a sustained long-term communication drive, such as the ones taken in antismoking campaigns. Finally, in a situation where both real and perceived risks are high, a well-executed crisis communications plan is perhaps the only way to counter public anxiety

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Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Australian Emergency Management Library	BOOK	302.2 COM (Browse shelf(Opens below))	Available		005729118

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Previous	302.17 SIE False alarm : the truth about the epidemic of fear /	302.17 SOC The sociology of panic /	302.17 VAN Chernobyl: four years later - attitudes, risk, management and communication.	302.2 COM Communicating risk.	302.2 DIF The Different worlds of science and mass communication : implications for information flow from the former to the latter.	302.2 ISS Issues and challenges in risk communication and the mass media : report on a workshop organized by the Institute for Risk Research held 26 October 1989.	302.2 ONE Developing a risk communication model to encourage community safety from natural hazards /	Next

Reprinted from Communication World; 1993; Vol. 10; p. 12-15

Reprint

The selection of a health risk communication strategy requires the determination of the real and perceived risks of a given situation. In a situation where both the real and perceived risks are low, such as in warning people of the dangers of sun tanning, the most effective response would be to communicate directly to the individuals at risk. In a situation where there is low real risk and high perceived risk, such as in the occurence of isolated cases of a fatal disease, the best response would be to ensure that all communications maintain a high level of credibility. On the other hand, in a situation where there is a high real risk and low perceived risk, the appropriate response would be to conduct a sustained long-term communication drive, such as the ones taken in antismoking campaigns. Finally, in a situation where both real and perceived risks are high, a well-executed crisis communications plan is perhaps the only way to counter public anxiety

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