Tip Sheets

Avian flu: Understanding the risk - What frightens rarely kills

Edited excerpts from a lengthy transcript from "The Next Big (Health) Crisis - And How to Cover It," a conference cosponsored by AHCJ at the Nieman Foundation.

In this session, Peter Sandman, a risk communicator from Princeton, N.J., addressed communicating with people about risk, how and why people respond in the ways they do to messages they receive about danger. He explains the connection between risks that kill people and those that upset them, and how best to approach audiences based on their beliefs about the risks they face.