ABSTRACT
This chapter summarizes the main results of risk communication research. First, it addresses the main context variables which have an impact on the success or failure of any risk communication program. Those refer to levels of the risk debate, different types of audiences, and subcultural prototypes. The chapter deals with the major functions of risk communication: dealing with public perception; changing individual behavior; gaining trust and credibility; and involving stakeholders in the communication process. The chapter draws some suggestions for improving risk communication practice. For risk communication to be effective, one needs to be aware not only of the levels of risk debates, but also of the various subcultures within a society. The perception of risk is often part of an attitude that a person holds about the cause of the risk, i.e. consumption, production or use of hazardous materials. A sophisticated risk communication program requires an approach based on multi-channel and multi-actor information tailoring.
