The high stakes of risk communication.
BACKGROUND
Risk communication involves coping with lack of public knowledge of science, scientific complexity and uncertainty, disagreement among experts on risk characterization and comparison, assumptions in risk assessment, the role of advocates, distortion in the mass media, manipulative public relations, and public outrage.


METHODS
This article summarizes two case studies, one of an emerging issue, the use of oxygenates in gasoline, and the other of efforts to deter smoking in public places.


RESULTS
Risk communication is most successful when individuals are empowered than when they are manipulated or coerced.


CONCLUSIONS
Scientists should understand public concerns and values, express a commitment to dialogue and power sharing, and develop accurate risk assessment information.
Rowan
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Rowan & Blewitt, Incorporated, Washington, DC 20005, USA.
D002274:Carcinogens, Environmental / Q000009:adverse effects*; D003142:Communication; D015438:Health Behavior; D006266:Health Education; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D009369:Neoplasms / Q000209:etiology / Q000517:prevention & control*; D011639:Public Opinion; D011641:Public Relations; D018570:Risk Assessment; D012907:Smoking / Q000009:adverse effects
D002274:Carcinogens, Environmental