Effective Risk Communication: A Message-Centered Approach / Edition 1

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The overlying purpose of this book is to construct a communication based approach to risk communication. In doing so, this book establishes a message-centered focus to risk communication. Section one of the book establishes definitions and parameters of risk communication, identifies the complex audience expectations for risk messages, and introduces a model of best practices for effective risk communication. In section two, the best practices are applied in four robust case studies. Section three includes chapters devoted to developing a mindful approach to risk communication, ethical considerations of risk communication, and a final chapter that discusses future developments of risk communication.
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Product Details

  • ISBN-13: 9780387797267
  • Publisher: Springer New York
  • Publication date: 10/20/2008
  • Series: Food Microbiology and Food Safety Series
  • Edition description: 2009
  • Edition number: 1
  • Pages: 185
  • Product dimensions: 6.20 (w) x 9.30 (h) x 0.60 (d)

Meet the Author

Timothy L. Sellnow is a Professor Risk Communication in the Department of Communication at the University of Kentucky, Lexington, Kentucky.

Robert R. Ulmer is a Professor of Communication and Chair in the Department of Speech Communication at the University of Arkansas—Little Rock, Little Rock, Arkansas.

Matthew Seeger is a Professor of Communication and Chair in the Department of Communication at Wayne State University, Detroit, Michigan.

Robert S. Littlefield is a Professor Communication in he Department of Communication at North Dakota State University, Fargo, North Dakota.

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Table of Contents

Pt. I Conceptualizing a Message-Centered Approach to Risk Communication

1 Introducing a Message-Centered Approach to Risk Communication 3

2 Best Practices for Risk Communication 19

3 Multiple Audiences for Risk Messages 33

Pt. II Cases in Risk Communication

4 The Case Study Approach 53

5 Cryptosporidium: Unanticipated Risk Factors 65

6 Hurricane Katrina: Risk Communication in Response to a Natural Disaster 77

7 New Zealand Beef Industry: Risk Communication in Response to a Terrorist Hoax 91

8 Odwalla: The Long-Term Implications of Risk Communication 105

9 ConAgra: Audience Complexity in Risk Communication 119

Pt. III Applications of a Message-Centered Approach to Risk Communication

10 Toward a Practice of Mindfulness 133

11 Ethical Considerations in Risk Communication 147

12 Future Directions 163

Index 179

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