In general, risk communication refers to the real-time exchange of information, advice and opinions between experts and masses exposed to the threat, which can compromise their survival, health, economic or social well-being. The primary objective of effective risk communication is to enable people at risk to take well-informed decisions not only to protect themselves, but also their loved ones from the emergency by taking appropriate and timely protective and preventive actions. However, the success of risk communication is eventually dependant on thorough understanding of people at risk (in terms of their knowledge, practices, perceptions, concerns, beliefs, etc.); experts attributes (such as their credibility, caring and empathic nature, level of trust between experts and affected persons, etc.); and ability of the communicator to promptly detect the prevalent rumors/myths/misconceptions and address them before these start interfering with the preventive and control measures.
Language: en
", language="en", issn="2008-7802", doi="10.4103/2008-7802.173910", url="http://dx.doi.org/10.4103/2008-7802.173910" }