Risk Communication-1

Risk Communication-1 - Communicating about Risks [Phillip...

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03/05/12 1 Communicating about Risks [Phillip G. Clampitt, Ph.D.]
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03/05/12 2 1. What is risk communication? Communicating about relative benefits and hazards benefits hazards relative “weighing alternatives” Examples Smoking Alcohol Drugs
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03/05/12 3 2. Analyzing risks Well developed science Based on fault trees Major dimensions Exposure Effect (“who” impacted, children) “ … the risk may be well understood in a statistical sense but still be uncertain at the level of individual events” (Morgan, Scientific American )
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03/05/12 4 3. Perceptions of Risk Not linear or straightforward Two dimensions Ability to observe Ability to control So what? Perceptions change Reactions change Communications should change
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03/05/12 5
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6 4. Principles of perception What is a tolerable risk for some is intolerable for others Trust is a critical factor Experts
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This note was uploaded on 03/04/2012 for the course COMM 480 taught by Professor Clampitt during the Fall '09 term at Wisc Green Bay.

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Risk Communication-1 - Communicating about Risks [Phillip...

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