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The Relevance Of Risk Communication

INTRODUCTION
It is the purpose of this paper to analyse the connection between, and relevance of, Risk and Communication. Through outlining how risk is portrayed and interpreted, a discussion with regard to the effect, and the effectiveness, of risk communication will be undertaken with special consideration given to the Political domain. A concentrated analysis will be developed under the following categories: a) Defining risk communication, b) Perception of risks in association with communications, c) Perceived risks, actual or fabricated? d) Effects of communications and it will conclude with a summarisation of the key concepts.

DEFINING RISK COMMUNICATION
“Compared with earlier centuries, risk and uncertainty are more salient and very much at the core of modern society.”
(Bernstein 1996 cited in Waring and Glendon 1998, p.429).
Risk as an entity encompasses many meanings and perceptions in vast areas of business. Most commonly associated with the financial and insurance sectors, risk has now evolved into the daily lives of each and every human being in existence.

“Not only private sector companies, but hospitals, schools, universities and many other public organisations, including the very highest levels of central government, have all been invaded to varying degrees by ideas about risk and its management.”
(DEMOS, 2004)
Risk generally depicts the possibility of loss, uncertainty, the chance of loss, differing outcomes from those expected and more so is associated with danger, jeopardy and hazard. An accepted and useful characterization for the broader spectrum of disciplines is that,

“Risk is defined as the variation of the actual outcome from the expected outcome. Risk therefore implies the presence of uncertainty…uncertainty surrounds the outcome.. the degree of uncertainty determines the level of risk… this in turn can be interpreted in terms of the frequency and probability that an event will occur and the particular outcome that...