Concept of Risk Communication Communication is an exchange of thoughts, messages and information through words, images, signals, writings or behaviors between two or more living creatures (Wikipedia, 2013). The purpose of communication is to inform, educate, or even occasionally persuade. Furthermore, risk is the potential exposure to harm and is triggered by the production of irresponsibility in the world (Rohrmann, 2008). Furthermore, risks associated with the level of future individual or group encounters, as well as the possibility of injury and risk, also implicate the public's cognitive judgments about this possibility (Cox, 2006). Risk perception arises from the process of modernization of human decision-making, with a high degree of uncertainty. The risks that are sometimes communicated scare a particular audience. Other times, the public is unaware or even apathetic about the risks. In other cases, some organizations have proven not to be credible in communicating risks to a certain portion of the public; or some audiences find the management of certain risks unacceptable. Strong emotion, or lack thereof, associated with risk on the part of the public can make communication difficult (Lundgren & McMakin, 2009; Cox, 2006). Arguments about potential risk rarely arise simply from communication problems, but faulty communication often becomes a factor that allows concerns to escalate and opposing groups to polarize (Bennett, Calman, & Curtis, 2010). The exchange of information about potential hazards in response to increased environmental risks between experts and the public about what constitutes an “acceptable risk” is called risk communication (Bennett, Calman, & Curtis, 2010). Risk communication often begins with a hazard, or potential harm or danger. to the environment or the health and safety of society (Lundgren & McMakin, 2009; Lindell & Perry, 2004). One example includes the spread of an infectious disease, severe acute respiratory syndrome (SARS), from Asia to 24 countries in February 2003, which created public health challenges (Abraham, 2006). The emergence of SARS risk communication stems from the recognition of dangers where the public tends to exchange information and evaluate actions to take to avoid undesirable outcomes (Lindell and Perry, 2004). One of the frightening aspects of SARS was the spread of the disease through casual human-to-human contact (Wright, 2008). Therefore risk communication has played a vital role in the information exchange required by the public to protect themselves from disease and reduce the risk of transmission (Abraham, 2006; Wright, 2008). In most cases, risk communication is most appropriate to inform, encourage or persuade consensus building between parties on a range of areas including risk levels, the significance or meaning of certain risks and decisions, actions or policies aimed at managing or controlling some risks (Lundgren & McMakin, 2009).