Interesting idea...I think of risk assessment as a first step with preparedness being the application or action taken on one's assessment. But you may be right, "risk assessment" may be less off-putting for some.

In trying to get others to think about risk assessment/preparedness, I point to current events (power out for days in St. Louis and Queens) or historical events that affected masses of people (Katrina, huge ice storm in Canada, 9/11) and encourage people to put themselves in those people's shoes. Usually gets people thinking. Or, I look at something fairly minor like the recent CTA train derailment/fire in Chicago where a filter mask and small flashlight would've been simple EDC items that could've made a differenc.