Dealing with the dangers of fear: the role of risk communication.

Among the many lessons of the homeland terrorist attacks of 2001 was that fear has powerful public health implications. People chose to drive instead of flying, thereby raising their risk of injury or death. Thousands took broad-spectrum antibiotics to prevent possible anthrax infections, thereby accelerating antimicrobial resistance. Such potentially harmful actions were taken by people seeking a sense of safety because they were afraid. This essay argues for greater emphasis on risk communication to help people keep their fears in perspective. Effective communication, not only through what the government says but implicit in the actions it takes, empowers people to make wiser choices in their own lives, and to support wise choices by society in applying limited resources to maximize public and environmental health.