Abstract
Frequently messages are conveyed about benefit and risk in medical imaging or in imaging-guided medical intervention that are quite different from the intended communication. This is because communication is not merely the words used to express an idea. The message involves many personal factors on the part of the communicator and on the part of the audience. The intent of this article is to disclose some of the underlying factors that disproportionately bias communication of benefit and risk. Suggestions on how to develop a holistic communication of benefits and risks are presented. It is recommended that communication about the application of radiation to patients be disassociated from standard radiation protection concepts. The medical profession should develop unique communication tools to deliver a message that focuses on benefit/risk as a holistic entity, not benefit or risk as separate entities.
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