Ninuk Purnaningsih dan Djuara P Lubis
Abstract: The purpose of this paper is to learn about the model of risk communication, analyze the problems in risk communication process, and arrange the strategy of risk communication in the extension case of Avian Flu. Based on the experience in doing extension and investigation of literatures and mass medias, the main problem of risk communication is the opinion differences between the experts, so that the information spread is mixed up and sometimes is incompatible each other; the sources of information is insensitive to the conditions, the values, and the confused community; and from the community’s point of view, the sources of information is not credible both from the communication skill aspect, the mastery of material, and unsupporting behaviour. It means, there is doubt at the accuracy, honesty, and competency of the source of information. The communication strategy must involve opinion leader in order that the communication process in controlling Avian Flu could be community based. The sources of information need to master the information because the statements from the sources of information which are incompatible each other will be counfusing to the community
Keywords: Risk communication, Extension, Avian Flu, Strategy of communication
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