Putting the first audience first: conducting useful evaluation for a risk-related government agency.

@article{Balch1995PuttingTF,
  title={Putting the first audience first: conducting useful evaluation for a risk-related government agency.},
  author={George I. Balch and Stanley M. Sutton},
  journal={Risk analysis : an official publication of the Society for Risk Analysis},
  year={1995},
  volume={15 2},
  pages={163-8}
}
The risk communication practitioner in a government agency has two essential, interdependent tasks. One is to help develop and monitor effective communication programs with various external public audiences. The other task is to do the same thing for the senior government managers whose support is a prerequisite to addressing the first audience. Hence, the second audience--the manager--is really the first. This paper addresses ways in which communication practitioners can satisfy this crucial… CONTINUE READING