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Effective Communication between the Scientific Community and the Media.

There are many accounts of hazard warnings which, although received by the target population, have not been appropriately understood and/or acted upon. In all such cases, what needs to be explored is a social relational failure rather than a technological one. Although the relationship between the mass media and the general public has been thoroughly explored, that between the media and the scientific community has been generally neglected. Scientists who communicate warning information to the media must recognise the background, commitments, values, needs and expectations of those they communicate with. Their efforts should be directed at conveying information in a way which is useful to the target population and, at the same time, which appeals to the media. Various "communication strategies" for the achievement of this goal are outlined.