Is fear a superfluous or counter-productive part of risk communication… or is it an essential element? Emergency managers work every day to increase disaster awareness and inspire preparedness. Many wonder if responsibly scaring people is a necessary part of that work. In this episode, we ask a world-renowned expert in risk communication if fear works, when it doesn’t and what makes for effective risk communication. We also discuss how little, in some respects, risk communication has changed over the past 2500 years.