Risk Perception and Communication, Plugged-In: Fifty Years of Process

Thirty years after Baruch Fischhoff's (1995) influential article Risk Perception and Communication Unplugged, this commentary revisits the developmental stages and conclusions outlined in this seminal paper documenting and reflecting on the development of risk communication. Fischhoff's work has shaped decades of research and practice, and while not intended in this way, many institutional efforts continue to rely on the earliest, technically focused stages. We reflect on how the field has evolved in the context of Fischhoff's stages, considering the impact of digital platforms, participatory methods, and societal change since 1995 that shape risk communication today. Building on contemporary developments and our own experiences, we propose reordering Fischhoff's stages by moving partnership to the start of the communication process. We also revise its language to better reflect inclusive, collaborative, and dialogic approaches. Key themes include the persistence of information deficit models, the ethical responsibilities of communicators, and the tensions between theory and practice in risk communication. We also reflect on a selection of Fischhoff's (1995) conclusions, identifying still-existing, and evolving issues arising 30 years later. We argue that risk communication must be reconceptualized as a relational and political practice: One that respects public agency and centers partnership, rather than serving narrow persuasive aims. Fischhoff's contribution remains inspirational, provocative and instructive. It also challenges risk communicators to think more critically about the field's future and our responsibility to communicate risk ethically, inclusively, and meaningfully.