Risk communication can be difficult as you're dealing with a technical subject in which narrow parameters are taken into account, yet those who are affected look at the risk in much broader terms.
Risk assessment includes making decisions about the acceptability of risk, which is subjective.
Sonya and Laura discussed research done by Peter Sandman which shows that the level of trust in risk assessments is directly proportionate to the level of trust in the individual or organization who conducted the assessment, and whether there is any perception of empathy or concern. The public may see risk as more of a threat if it is involuntary, unfair, or beyond their control. They also discussed risk comparisons, considering the cost effectiveness of life-saving interventions, and suggested making more rational decisions about how much to spend on those interventions. People have a difficult time with the fact that they may, for instance, choose to cross the street, but they didn't choose this toxic substance, and feel differently about the control they have. Since the Environmental Policy Act of 1970, we've been worrying about how to get on top.