An Overview of Risk Communication

This chapter offers a general understanding of the field of risk, high concern, and crisis communication. It presents the case diary that illustrates the complexity of stakeholder engagement and the need to engage in active listening, demonstrate understanding, and pursue constructive dialog. The chapter discusses the importance of using risk communication principles and strategies in developing warnings and involving the community in developing education programs about potential dangers. An understanding of risk communication theory is helpful in understanding the various risk communication strategies and messaging. There are four basic risk and high concern communication theories: trust determination theory, negative dominance theory, mental noise theory, and risk perception theory. Risk communication will be successful only if carefully planned and designed for the specific situation and audience. Technical language and jargon are useful as professional shorthand, but they are barriers to the successful risk and crisis communication.