Goals, obstacles, and strategies in risk communication: A problem‐solving approach to improving communication about risks

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Abstract
Research in the field of risk communication, the study of communication about uncertain physical hazards, has chiefly focused on enhancing understanding of risk concepts or making the development of risk management policy more democratic. For risk communication to be effective, a third focus is also necessary: risk communicators need an understanding of communication as a problem solving process. To facilitate this understanding, this paper offers a framework for analyzing risk communication situations and developing messages to use in those situations. The paper discusses four goals frequently pursued by risk communicators: creating awareness about the existence of important phenomena, enhancing understanding of complicated ideas, developing agreement about policy options, and motivating action. Obstacles to these goals and strategies for achieving them are identified in a diverse set of literatures.