Risk communication and pandemic threat management

Abstract

Risk communication is an interactive process of exchange of information on risk (nature, severity and acceptability) among individuals, groups and institutions concerning issues that pose a threat to health, safety or environment. Risk communication is a fundamental tool of risk management when it includes risk reduction advices. Avian influenza, an epizooty caused by H5N1 virus, is a current example of the relevance of risk communicators in the management of a threat. Public health doctors, with an expertise on risk communication, should act as promoters of an appropriate level of risk perception concerning avian influenza through the empowerment of the public.