A generation ago there was enormous support for vaccination against vaccine-preventable diseases (VPDs). In the mid-20th century, VPDs, like measles and polio, had annual mortality rates in the tens of thousands (Gussman, 2009; Larson, Brocard Paterson & Erondu, 2012). However, today different perceptions of the risks of vaccinations have led to an increase in the number of individuals forgoing scheduled vaccinations. This assignment will investigate different risk perceptions associated with childhood immunization through the use of risk perception literature. Secondly, the literature on risk communication will be examined to identify ways in which authorities can effectively engage in risk communication with the general public, in particular regarding VCDs, with the aim of improving immunization rates and therefore herd immunity. Risk perception has been extensively examined since the 1970s and continues to be a focus of modern literature in the field of risk management. Risk perception is defined as the “probability of a negative outcome, or a factor that increases that probability” (Larson et al., 2012, p.1054). In the context of vaccinations, risk perception is explained in terms of an individual's perception of the possibility of harm occurring if vaccinations are not administered (Weinstein, Kwitel, McCaul, Magnan, Gerrard & Gibbons, 2007). Scholars have identified several theories, based on psychological and social determinants, to help explain why differences exist in how individuals perceive the same risk (Roeser, Hillerbrand, Sandin & Peterson, 2013). Theories related to psychological determinants, such as the Dual Process Theory (DPT) and the Health Belief Model (HBM), are widely supported and consequently...... half of the article....... , Al-Qazaz, H .K, Salih, M., Jamshed, S. Q., & Elkalmi, R. M. (2014). Are parents' knowledge and practice regarding immunization related to children's vaccination compliance? a mixed method study. BMC Pediatrics, 14(20), 1-7. doi:10.1186/1471-2431-14-20 Roeser, S., Hillerbrand. R,. Sandin, P., & Peterson, M. (2013). Essential elements of risk theory. doi: 10.1007/978-94-007-5455-3_1Vannice, K.S., Salmon, D.A., Shui, I., Omer, S.B., Kissner, J., Edwards, K.M., ...Gust, D.A. (2011). Attitudes and beliefs of concerned parents about vaccines: Impact of timing of immunization information. Pediatrics, 121, S120-S126. doi:10.1542/peds.2010-1722RWeinstein, N.D., Kwitel, A., McCaul, K.D., Magnan, R.E., Gerrard, M., & Gibbons, F.X. (2007). Risk perception: evaluation and relationship with the influenza vaccine. Health Psychology, 26(2), 146-151. doi:10.1037/0278-6133.26.2.146