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Communicating risk from the standpoint of public relations: preliminary reflection

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Resumo:There is lack of consensus as to the meaning of risk, whether in the scientific community, or among technicians, decision makers and the media, plus the general lay public “ up to the population that intends to be informed about and actively involved in risk mitigation. There is an urgent need to share the notion of risk, bringing together the perceptions of experts and the uninformed public. This relationship of agreement between different levels of knowledge is called risk communication. The practice of integrated risk communication, strategically aimed at different levels of awareness and information, is an effective way of understanding, assessing and acting upon risks. Such communication is close to an ideal of governance of risk, as a channel for the exchange of information/education and opinions between stakeholders, thus enabling decisions on the behaviours to be implemented. Starting from the study of the communication in a local authority, this article reflects upon the role that public relations can play in anticipating risk, as well as in training stakeholders for a concerted and timely response to different interpretations of hazards and uncertainties in today's society.
Autores principais:Nunes, Mariana Miranda
Outros Autores:Pereira, Sandra
Assunto:Public relations communication and risk governance municipalities Relações Públicas comunicação e risco governança autarquias
Ano:2021
País:Portugal
Tipo de documento:artigo
Tipo de acesso:unknown
Instituição associada:Imprensa da Universidade de Coimbra
Idioma:português
Origem:Territorium

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