To be maximally effective and efficient it is best to target risk communication at the general public rather than specific audiences.

• A. True
• B. False
• C. Sometimes
• D. Not sure

Answer: (B)

Messages are most effective when they are tailored to the audience. People differ in knowledge, beliefs, language, literacy, cultural context, and the actions they can realistically take. A general public message tends to be too broad to address specific concerns and barriers, so it may fail to prompt the exact protective actions needed. By contrast, risk communication that targets specific groups—such as farmers, pet owners, veterinarians, or healthcare workers—can adapt the level of technical detail, use credible messengers, choose appropriate channels, and provide concrete, feasible steps that people can actually follow. In an outbreak of animal disease, farmers might need practical biosecurity steps and economic considerations, while the general public needs reassurance about food safety and simple guidance on how to stay informed. Coordinating both tailored messages and consistent overarching information helps maintain trust. Therefore, aiming only at the general public is not the best path for maximal effectiveness and efficiency.