While effective media communication always aims to strengthen trust, its specific objectives can vary. The intention in some situations may be to proactively raise awareness of actual or potential risk, or to inform people prior to an emergency so they are better prepared to respond. In other cases, it may be a more reactive response to an existing situation. Other purposes include informing individuals and disseminating information on how to mitigate the effects of an emergency. In yet other cases, the purpose may be to build consensus and engage people in a public dialogue
