Models of risk communication

The main purpose of this article is to make analysis of communication models which are applied communicating risk, to spotlight the main features of communication models. Analysis of academic literature is used for research. Communication of risk is inevitably related to those models of communication which specify how does the exchange of information proceed. Communication of risk requires a special attention and carefulness, because otherwise the risk may be increased. It is remarkable that communication of risk is managed quite intricately and so it must be done very responsibly. Analyzing models of communication attention is drawn not only to the process but also to the participants – society of risk, for which effect of boomerang is typical, also the increased demand of safety, doubts about the highest authorities, distrust with experts, scientists, media, correction of brave action and etc. In the article attention is drawn to process of amplification, during which information about risk is carried and responsive mechanism of society is being formed. Signals of risk transmit trough “stations of amplification”, which process them either intensifying or weakening them (strengthening/weakening of risk is determined by the amount of information, degree of analysis depth, level of dramatization and revelation of symbolic meanings of information). It should be noted that doing risk communication it is very important to draw attention to concreteness of communicated message, its validity, timeliness, objectivity, analysis of problems, argumentation, conditions which may influence: the perception of risk, formation of public behavior, objective audience, channels of communication, their security, availability of mass, means of communication, and promptly receive and react to society’s feedback according to conditionsViešosios komunikacijos katedraVytauto Didžiojo universiteta