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The same authors have produced a number of interesting papers in the same vein, easily found by search under one of their names and 'risk:ti'
Roy Marsh

From: Evidence based health (EBH) [mailto:[log in to unmask]] On Behalf Of Michael Power
Sent: 23 September 2011 15:29
To: [log in to unmask]
Subject: Communicating risk

For those who are interested in the challenge of communicating risk, here is an excellent review and set of guidelines on communicating risk:
Helping Patients Decide: Ten Steps to Better Risk Communication.
Fagerlin A, Zikmund-Fisher BJ, Ubel PA.
http://www.ncbi.nlm.nih.gov/pubmed/21931068
And, here are interesting evidence and commentary on presenting risk as frequencies
Time to Retire the 1-in-X Risk Format
Brian J. Zikmund-Fisher
Med Decis Making 2011;31 703-704
http://mdm.sagepub.com/cgi/reprint/31/5/703
 
The 1-in-X Effect on the Subjective Assessment of Medical Probabilities
Stefania Pighin, Lucia Savadori, Elisa Barilli, Laura Cremonesi, Maurizio Ferrari, and Jean-François Bonnefon
Med Decis Making 2011;31 721-729
http://mdm.sagepub.com/cgi/content/abstract/31/5/721
 
The main message is to avoid comparing frequecies with different denominators. Eg "2 out of 3 compared with 5 out 7" is a no-no,  unless you want to impose a high cognitive load on your audience
 
Michael