The IDEA Model Theoretical Framework: An Explication of Risk Communication as Engaged Public Relations

Timothy L. Sellnow, Deanna D. Sellnow, Bengt Johansson, Derek R. Lane, Matthew W. Seeger

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

2 Scopus citations


The chapter features the IDEA model theoretical framework as a lens for exploring risk communication from the perspective of public relations. Risk communication is conceptualized as an instructional endeavor of public relations where dialogue and genuine relationships are primary. Through instructional communication, publics are engaged in ongoing communication intended to aid them in comprehending their levels of risk and in making informed decisions about their safety. The model is based on four elements that comprise an ideal risk message: internalization through affective learning, distribution of messages as ongoing dialogue, explanation through cognitive learning, and action through behavioral learning. As a theoretical framework, the model provides proposition for predicting the actions of intended at-risk audiences.

Original languageEnglish
Title of host publicationPublic Relations Theory III
Subtitle of host publicationIn the Age of Publics
Number of pages19
ISBN (Electronic)9781000830835
StatePublished - Jan 1 2023

Bibliographical note

Publisher Copyright:
© 2023 selection and editorial matter, Carl H. Botan and Erich J. Sommerfeldt; individual chapters, the contributors.

ASJC Scopus subject areas

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting


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