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Principles of Risk Communication 61

ness, dread, whether the risk is natural or manmade, and effects on
children.
• Be careful to use risk comparisons only to help put risks in perspective
and context, and not to suggest that one risk is like another; avoid compar-
isons that trivialize the problem, that attempt to minimize anxiety, or that
appear to be trying to settle the question of whether a risk is acceptable.
• Give people a sense of control by identifying specific actions they can
take to protect themselves.
• Identify significant misinformation, being aware that repeating it may
give it unwanted attention.
• Recognize that saying “no comment” without explanation or qualifi-
cation is often perceived as guilt or hiding something; consider saying
instead: “I wish I could answer that. However, …”
• Be sensitive to local norms, such as those relating to speech and dress.
• Always try to include in a media interview a discussion of actions taken
by organizations responding to the threat as well actions that can be
taken by the public.

Conclusion

Organizations have made substantial advances in recent years in their abil-
ity to detect, respond to, and control threats to that which people value,
such as their health, safety, and the environment. Many of these advances
are technologically based. Mechanisms for international and global coop-
eration and pooling of resources and efforts have also advanced.
Despite the above, it is the communication of our knowledge of the threat
and our actions that remains a significant challenge. Effective risk com-
munication can be extremely difficult. It needs to be carefully planned and
executed. Effective risk communication is essential to constructively engage
and inform policy makers, experts, officials, and the public. Experiences
and challenges posed by 9/11, anthrax, SARS (severe acute respiratory syn-
drome), and pandemic influenza underline the importance of risk com-
munication. Communication challenges are particularly pronounced
when the fear spreads faster and farther than the actual threat. One of the
most effective antidotes for fear is effective risk communication.