Risk communication is a means of converting risk-based opposition to support for an organization. Harms and benefits play a part in support decisions. Constituents will not support a risk -creating organization if they either see no benefit to the risk or do not feel the benefits outweigh the risk. Of course , people will perceive risk differently because they vary in terms of risk tolerances. People can accept different levels of risk in their lives. People can look at the same risk and come to different conclusions about the likelihood of the risk and the degree of harm. Some people like to parachute out of airplanes while others view it as suicide. Similarly, some constituents can accept the risks from hazardous materials in their community because it provides jobs, while others reject those same risks.