| Abstract: | While cognitive heuristics may produce successful, efficient outcomes, they can also introduce predictable biases that may be unavoidable even for seasoned experts. This study connects the concept of “professional intuition” to the practice of strategic communication, suggesting that people may rely on heuristics to profile an audience. These judgments, in turn, influence crafting of communication to meet the audiences’ assumed needs, the defining element of an audience-centered approach. Using interview and observational data, this study examines how national park staff use heuristic cues to evaluate visitors during face-to-face interactions. The assessments employees make, in turn, influence whether they encourage or discourage visitors from participating in inherently risky recreational activities. This visitor proficiency profiling, together with the strategic communication strategies employed, extends audience-centered communication to include both informal messages as well as individuals not necessarily trained as risk communicators. Both applied and theoretical implications of this research are considered. |
