Mad cows and mother's milk

Communicating the nature and consequences of environmental and health risks is one of the most problematic areas of public policy in western democracies. Given the perceived risks associated with the food we eat, chemicals in the environment, and modern technologies, consumers need clear and timely explanations of the nature of those risks - but rarely get them. Using a series of case studies, Douglas Powell and William Leiss outline the crucial role of risk management in dealing with public controversies and analyse risk communication practice and malpractice to provide a set of lessons for risk managers and communicators.