ABSTRACT
In very broad terms, the challenge of crisis and risk communication is to base judgments on sound science, responsible values, and reasonable policy which challenges convention and even puts obstacles in the way of those who work to make the system responsive to lay publics’ concerns and their often limited ability to engage with, understand, and appreciate complex messages. In discussions of crisis and risk assessment, response, and communication, credibility is one of several problems identified. Those who should be credible—viewed as having credibility—may not enjoy that status, whereas persons who do not deserve to be viewed as credible on such matters, obviously may be highly credible. Treatises on crisis and risk communication range from the highly theoretical, to the research based, and the totally practical. The latter is often characterized by guidelines tested through experience by professional communicators and offered as best practices.
