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

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.