Getting the message across: is communicating risk to the public worth it?

The public and media often seem irrational in their conception of hazard and risk. Scare stories abound, and large sums of money may be spent to mitigate tiny risks. This article describes why it may be human not to be entirely logical about risk. The article also describes what makes risk professionals afraid of entering a public debate on risk. This information is then used to help define how we could improve communication with the public about risk. We discuss how the National Radiological Protection Board is tackling this now.