ABSTRACT
Risk communication is concerned with identifying the most appropriate and effective ways of discussing risks with a broad variety of publics. Risk communication is also, in part, a research area often guided by-and, in turn, inspires-the study of how risks are perceived by various audiences; that is why this is concerned with risk perception and risk communication taken together. Risk communication practice is a professional subspecialty closely connected to fields such as risk analysis and risk management, risk communication research, and professional communication practice. Risk communication research makes use of concepts such as risk information seeking and information processing. One contemporary risk communication challenge involves parents who fail to get their children vaccinated against familiar childhood diseases because they have heard claims that these vaccines may cause autism. Risk communication in a pluralistic democratic society obviously presents a variety of ongoing tensions and contradictions, including the coexistence of seemingly incompatible goals.
