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Title: Mad Cows and Mother's Milk: The Perils of Poor Risk Communication by Douglas Powell, William Leiss ISBN: 0-7735-1619-0 Publisher: McGill-Queens University Press Pub. Date: November, 1997 Format: Paperback Volumes: 1 List Price(USD): $22.95

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Average Customer Rating: 4 (1 review)

Rating: 4
Summary: A Must-Have for the Professional PR Library
Comment: Canadian authors Powell and Leiss provide a structured and interesting look at significant case studies, both Canadian and American, of issues and crisis management communications, or as they call it, "risk communications". The book provides an excellent background into risk communications. From dioxins among Canadian natives to silicone breast implants and cow's milk,excellent and recent case studies are deconstructed to identify the key successes and failures of the risk communications process. Finally, the book ends with 10 "lessons" for risk communicators--providing not so much the "how" answers, as the "why" and "what" answers. Easy to read, but scholarly in nature, an excellent addition to any public relations practitioners' library, and particularly Canadian practitioners, who have little to choose from in the way of good and recent Canadian case study analysis.

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