Swine flu for grownups

What is certain is that health officials risk mishandling how they explain this new and potentially alarming threat to the public. Although they know a lot about virology and public health, they often know next to nothing about how to talk (and listen!) to people about risks.

So here's a primer on the swine flu pandemic risk communication, framed in terms of what health officials shouldn't do when they're telling you about this new disease.