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The proposed model of public response to marketplace advocacy accounted for approximately 80% of variance in attitude toward a campaign promoting the coal industry. Marketplace advocacy is used by corporate interests to generate support for risk-related products, and the findings indicate trust in the message sponsor and perceptions of industry accountability are key to lay audiences' negotiation of these messages. Perceptions of trust and accountability led to favorable persuasion coping outcomes for the sponsor—identification with positive message themes and favorable evaluation of the information in the message—which in turn led to positive attitudes toward the campaign.

Communication targeting resource communities, sites of potentially damaging industries such as forestry, mining, and logging, requires an understanding of risk perceptions among residents living within these communities. Among concerns facing these communities is social stigmatization, an actual or feared negative psychological experience associated with living in a community with an undesirable industry. This study of a coal-mining resource community was conducted with the purpose of exploring a range of perceptions associated with ongoing exposure to a resource industry, including the experience of social stigma. This study used focus group interviews with stakeholders to highlight the personal voices of the resource community experience. A model of stakeholders' perceptions of industry risks and benefits is introduced, and important distinctions between hypothetical risk perceptions and perceptions of resource community stakeholders are explored. Implications for communicating with resource communities are also discussed.