ACOM340_Chapter12

Modernthinking onewaycommunicationdoesnotwork

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Unformatted text preview: ating About Health, Third Edition, du Pré Copyright © 2010 by Oxford University Press, Inc. Modern thinking One­way communication does not work Professionals geared toward social mobilization: large­scale efforts in which community members and professionals work interactively to define goals, raise awareness, and create hospitable environments for healthy behaviors Relies on teamwork, diversity, shared leadership, and active involvement Communicating About Health, Third Edition, du Pré Copyright © 2010 by Oxford University Press, Inc. Risk and Crisis Communication Risk Communication Ongoing process that involves not just one message but many diverse messages about risk factors as well as interactive discussions about how people perceive factors and judge risks and how they feel about the risk of messages themselves Don’t want to ignore telling public information Be open about what you know, even if you don’t have all the answers Citizens rarely panic when they are well informed Communicating About Health, Third Edition, du Pré Copyright © 2010 by Oxford University Press, Inc. Three risk communication traditions Helping people who are insufficiently concerned appreciate that a serious risk exists Reassuring and calming people who are excessive...
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