The high stakes of risk communication.

BACKGROUND

Risk communication involves coping with lack of public knowledge of science, scientific complexity and uncertainty, disagreement among experts on risk characterization and comparison, assumptions in risk assessment, the role of advocates, distortion in the mass media, manipulative public relations, and public outrage.

METHODS

This article summarizes two case studies, one of an emerging issue, the use of oxygenates in gasoline, and the other of efforts to deter smoking in public places.

RESULTS

Risk communication is most successful when individuals are empowered than when they are manipulated or coerced.

CONCLUSION

Scientists should understand public concerns and values, express a commitment to dialogue and power sharing, and develop accurate risk assessment information.