To reduce the risk of skin cancer, you can follow these preventive measures:

1. Apply sunscreen: Use a broad-spectrum sunscreen with an SPF of 30 or higher on all exposed skin, even on cloudy days. Apply it generously and reapply every two hours or more frequently if swimming or sweating. Choose a sunscreen that protects against both UVA and UVB rays.

2. Seek shade: When the sun is at its strongest, typically between 10 am and 4 pm, try to seek shade. This can help reduce your exposure to intense UV radiation.

3. Wear protective clothing: Cover your skin with protective clothing, such as long-sleeved shirts, long pants, wide-brimmed hats, and sunglasses. Opt for tightly woven fabrics that offer better sun protection.

4. Avoid tanning beds: Tanning beds emit UV radiation that can damage your skin and increase the risk of skin cancer. Avoid using tanning beds altogether.

5. Be cautious around reflective surfaces: Water, sand, snow, and other reflective surfaces can intensify UV radiation exposure. Take extra precautions, such as applying sunscreen more frequently and wearing protective clothing, when you're near these surfaces.

6. Perform regular skin self-exams: Familiarize yourself with your skin, so you can detect any changes or abnormalities. Perform regular self-examinations to check for new moles, changes in existing moles, or any other suspicious skin growths. If you notice anything concerning, consult a dermatologist.

7. Get professional skin checks: Regularly visit a dermatologist for a comprehensive skin examination, especially if you have a family history of skin cancer or have had previous skin cancer diagnoses. A dermatologist can identify any potential issues and provide appropriate advice or treatment.

8. Protect children from the sun: Children are particularly vulnerable to the damaging effects of UV radiation. Keep infants under six months old out of direct sunlight, and use protective clothing, hats, and sunscreen on older children. Encourage sun-safe practices from a young age.

Remember that these preventive measures should be followed consistently and not just during the summer months or when visiting sunny locations. Sun protection should be a year-round habit, as UV radiation can still pose a risk even on cloudy or cool days.