Sandman discusses how to effectively communicate risks to the public and the media.
He identifies a number of factors affecting risk communication, and discusses ways to better help the public deal with risk and uncertainty. The media also try to personalize risks. These tendencies are often frustrating for experts who are accustomed to making nuanced evaluations and using broad statistics. Sandman argues that there are valid reasons for these tendencies, and that effective risk communication must accommodate them. Journalists seek to offer information to the public in a form which is consistent with the decision at hand.