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Messages help focus all communication participants on the most important information and how to convey it. In a crisis, key messages are especially important for media spokespeople and those who staff phone hotlines. Message development in risk communication is not the same as developing a catchy slogan in an advertising campaign. Message development is not manipulative, nor is it a substitute for audience analysis or public participation. The point is to understand what they want and need to know and addressing those things in a clear, concise way. As public health researchers in the United Kingdom found, the idea is to state the risk information in a way that supports continued sharing on all sides. This chapter discusses some common pitfalls in developing messages, what people want to know about risks, and how to craft messages for various risk situations.