Expanding the crisis planning function: Introducing elements of risk communication to crisis communication practice

Abstract This study suggests the use of elements of risk communication for use by crisis communication practitioners who will face an increasing industrial reliance on new technology which might be associated with potential health and environmental harm. A case study of a small company crisis revealed that the elements of anticipation, public involvement, public trust, technological comparison, and media tolerance might be useful to public relations practitioners dealing with technological crises.

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