Risk Communication and Community Engagement in Mass Gathering: A Conceptual Framework

ABSTRACT Risk communication represents a dynamic and enduring process that significantly contributes to enhancing health management during mass gatherings. The development of an effective and adaptive communication framework, alongside community engagement, can facilitate informed decision‐making and mitigate societal vulnerabilities. This study aims to clarified dimensions of risk communication in mass gathering in context of Iran and generate a Risk communication conceptual framework in mass gathering. This study employs a qualitative design, conducted between 2023 and 2024. Participants were intentionally selected, and data were gathered through semi‐structured, in‐depth individual interviews. The data were analysed by qualitative content analysis, and semantic codes were extracted and classified. Twenty risk communication managers and experts participated in this study. The analysis revealed four primary themes: contextual factors (including cultural infrastructure, social, economic, and political conditions, ethnic and linguistic diversity, and health literacy levels), causal factors (encompassing facilitating and attenuating causal elements), strategies (such as establishing a risk communication process, identifying audience segments, proactive content creation, fostering communication flow and information dissemination, timely awareness initiatives, educational campaigns, and interactive communication), and consequences (including rumor management, enhancing social engagement, improving health literacy, promoting behavioral changes in health, and ensuring effective health management during mass gatherings). Mass gatherings, irrespective of their intent, frequently lead to intricate and potentially hazardous scenarios. As mass gathering events unfold, they present unique challenges that necessitate comprehensive risk communication strategies.