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A Relational Approach to Risk Communication  

Jing Zhu and Raul P. Lejano

It is instructive to juxtapose two contrasting models of risk communication. The first views risk communication as a product that is packaged and transmitted, unmodified and intact, to a passive public. The second, a relational approach, views it as a process in which experts, the public, and agencies engage in open communication, regarding the public as an equal partner in risk communication. The second model has the benefit of taking advantage of the public’s local knowledge and ability to engage in risk communication themselves. Risk communication should be understood as more of a dynamic process, and less of a packaged object. An example of the relational model is found in Bangladesh’s Cyclone Preparedness Programme, which has incorporated the relational model in its disaster risk reduction training for community volunteers. Nevertheless, the two contrasting models, in practice, are never mutually exclusive, and both are needed for effective disaster risk prevention.