The perception and communication of risk: a guide for the local health agency.

A local public health agency is expected to respond to a wide spectrum of health concerns, the management of which usually requires effective communication of information, and dialogue with concerned communities. Local health departments have not always found this to be a smooth process. This paper begins by reviewing the public's construction and perception of risk, and examines the changing popular view of the health agency with respect to trust and credibility. The health agency's role and responsibilities in the area of risk communication are addressed in the form of a checklist drawn from a wide range of field-tested sources.