Vaccination and risk communication: summary of a workshop, Arlington Virginia, USA, 5-6 October 2000

The declining incidence of vaccine-preventable diseases has led to an increased public focus on the issue of vaccine safety. In an environment of increased consumerism, interest in alternative health practices and anti-vaccination lobbying, media reports that call into question the safety of scheduled vaccines can significantly raise parents' concerns. Recent media coverage of a suggested but unproved link between the measles-mumps-rubella vaccine and autism has highlighted the challenges of providing a consistent and co-ordinated response. For those concerned about effectively communicating the benefits and risks of vaccination, the field of risk communication can provide helpful insights. This paper summarizes the Workshop on Vaccine Communication held in the USA during October 2000. It highlights the perspectives given by consumers, providers, journalists and risk-communication experts and discusses implications for Australia. These centre around how government and health professionals might respond to vaccine safety scares in the public arena, and to parental concerns raised in clinical encounters. Finally, the potential risks and benefits of engaging with the anti-vaccination lobby are outlined.