Communicating risk.
Material type: 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 anxietyItem type | Current library | Collection | Call number | Status | Date due | Barcode | |
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Books | Australian Emergency Management Library | BOOK | 302.2 COM (Browse shelf(Opens below)) | Available | 005729118 |
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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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