Evaluating Risk Communication

Abstract

This chapter inquires into the potential and limits of evaluation as a component of risk communication programs in diverse institutional settings. We begin by discussing the roles of institutional setting and government in risk communication. Then we ask why risk communication programs need to be evaluated and what assessments may contribute. We next inquire into the ways in which implicit models and paradigms of risk communication influence the way we think about objectives and approaches. We examine the evaluation process for insight into effective means for organizing and conducting the assessment. Finally, we propose specific criteria to guide the evaluation of risk communication programs.