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El. knyga: Effective Risk Communication: A Message-Centered Approach

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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 five 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.
This book is written for practitioners who are charged with creating and delivering risk messages to the general public; instructors who teach the following courses: Food Safety, Public Health, Health Communication, Risk Communication, Political Communication, Emergency Management; and also scholars who write in the areas of risk and crisis communication.

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.
Conceptualizing a Message-Centered Approach to Risk Communication.- Introducing a Message-Centered Approach to Risk Communication.- Best Practices for Risk Communication.- Multiple Audiences for Risk Messages.- Cases in Risk Communication.- The Case Study Approach.- Cryptosporidium: Unanticipated Risk Factors.- Hurricane Katrina: Risk Communication in Response to a Natural Disaster.- New Zealand Beef Industry: Risk Communication in Response to a Terrorist Hoax.- Odwalla: The Long-Term Implications of Risk Communication.- ConAgra: Audience Complexity in Risk Communication.- Applications of a Message-Centered Approach to Risk Communication.- Toward a Practice of Mindfulness.- Ethical Considerations in Risk Communication.- Future Directions.
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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