MIXED MESSAGES IN RISK COMMUNICATION

The exchange of risk information between risk managers and affected pa rties is frequently hampered by differences in the understanding or in terpretation of many words and phrases. Much of the terminology used b y risk practitioners may have different ''technical'' and ''colloquial '' meanings, resulting in ''mixed messages'' in risk communication. Se veral words and concepts commonly used in risk management that may be resulting in these ''mixed messages'' are discussed. These include pri mary underlying concepts, such as the various meanings of the word ''r isk'' itself, as well as the perplexity of the notions of ''safety vs. zero risk'' and ''probability.'' The potential ''mixed messages'' of the derived concepts of ''significant vs. nonsignificant,'' ''negative VS. positive results,'' ''conservative assumptions,'' ''population vs . individual risk,'' ''relative vs. absolute risk,'' and ''association vs. causation'' are shown to range from mild confusion to the complet ely opposite interpretation of these words and expressions. Suggested strategies for recognizing and mitigating the use of words and phrases which may create unnecessary confusion are presented.