title: The high stakes of risk communication.
abstract: 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.
authors.affiliation: Rowan & Blewitt, Incorporated, Washington, DC 20005, USA.
authors.forename: F
authors.initials: F
authors.lastname: Rowan
mesh_terms: 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
chemical_list: D002274:Carcinogens, Environmental