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Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico

Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico. Elizabeth Petrun Sayers 1 , Andrew M. Parker 1 , Rajeev Ramchand 1 , Melissa L. Finucane 1 , Vanessa A. Parks 2 1 RAND Gulf States Policy Institute, New Orleans, LA

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Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico

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  1. Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico Elizabeth Petrun Sayers1, Andrew M. Parker1, Rajeev Ramchand1, Melissa L. Finucane1, Vanessa A. Parks2 1 RAND Gulf States Policy Institute, New Orleans, LA 2 Louisiana State University, Baton Rouge, LA March 14, 2017

  2. Vulnerable populations: Who are they and why do they matter? • “any group that cannot be reached effectively during the initial phases of a public safety emergency with general public health messages delivered through mass communication channels” (Reynolds, 2007, p. 97) • Need to know which populations require specialized messages or communication during a crisis • Identify cultural differences among non-dominant groups • Determine if communication from the government or other authorities involved in disaster response is received differently by non-dominant groups • Failing to examine these needs could mean that vulnerable populations fail to receive risk/crisis communication; or receive communication that is unnecessary or confusing 2

  3. Demographics, Source Preferences, and Trust • A variety of factors will influence how individuals use and engage with media • Preferences and trust in sources vary with the availability of new channels (e.g. new media and explosion of mobile devices) • Although, trust in media today has fallen since the 1990s (Swift, 2016) • RQ1: How do demographic characteristics (i.e. sex, race/ethnicity, age, and education) affect source preferences? • RQ2: How do demographic characteristics (i.e. sex, race/ethnicity, age, and education) affect trust in information sources? 3

  4. Survey on Trauma, Resilience, and Opportunity in Neighborhoods in the Gulf 3 Counties N=375 2 Counties N=384 23 Counties N=529 12 Parishes N=609 16 Counties N=623 Probability-based telephone survey (landline/cell phone) Weights yield generalizable results Examine the effects of the DHOS 4

  5. Sample Spanned the Population of Gulf Coast Residents (Weighted) 5

  6. Results: Source Preferences, Relative to TV SEX (Ref=Female) RACE/ETH (Ref=White) AGE (Ref=35-64) EDUCATION (Ref=H.S.) 41% Television - Other 33% + 18-34 - 65+ + Bach. + Masters Internet 10% Print media - Blacks + Bach. + Masters 10% Word-of-mouth - Hispanics - 65+ + Less than H.S. - Vocational 5% Radio + Males - Blacks - 65+ 6

  7. Key Take-aways 7

  8. Results: Trust in Info. Sources SEX (Ref=Female) RACE/ETH (Ref=White) AGE (Ref=35-64) EDUCATION (Ref=H.S.) Mean; SE +Younger adults; +65 Doctor 2.94; 0.05 Local Media 2.33; 0.05 +Younger adults - Less than H.S. +Some college+ Academic 2.11; 0.05 - Some college - College Friends/Family 2.08; 0.05 + 65 Religious 1.99; 0.05 + Blacks + 65 National Media 1.86; 0.04 - Males + Blacks + 65 - Less than H.S. Business 1.67; 0.04 * To measure trust in doctors, respondents were asked about trust in health information 8

  9. Key Take-aways 9

  10. Conclusion • The U.S. Gulf Coast has unique source preferences that differ from the national population • This survey is the first of its kind to offer local insight to source preferences • Trust in information sources also varies; and is likely attributable to the unique social, political, and economic conditions • Response organizations tasked with mitigating the short and long term consequences of disasters may find this data useful • Reaching and cultivating trust with vulnerable populations is important for delivering essential messages and facilitating recovery 10

  11. Thank you!Contact: epetrun@rand.org

  12. Appendix: Demographic Pref. Literature

  13. Appendix: Trust Literature

  14. References • American Press Institute (API). (September 16, 2014a). News consumption patterns among African Americans and Hispanics. American Press Institute. Retrieved from: https://www.americanpressinstitute.org/publications/reports/survey-research/news-consumption-patterns-african-americans-hispanics/ • American Press Institute (API). (March 17, 2014b). Social and demographic differences in news habits and attitudes. American Press Institute. Retrieved from: https://www.americanpressinstitute.org/publications/reports/survey-research/social-demographic-differences-news-habits-attitudes/ • American Press Institute (API). (April 17, 2016). How trust differs across generation, socioeconomics, race and ethnicity, and gender. American Press Institute. Retrieved from https://www.americanpressinstitute.org/publications/reports/survey-research/news-trust-across-age-class-race-gender/ • Berube, A., & Katz, B. (2005). Katrina’s window: Confronting concentrated poverty across America. Brookings Institution. Retrieved from https://www.brookings.edu/research/katrinas-window-confronting-concentrated-poverty-across-america/ • Huang, E. (2009). The causes of youths' low news consumption and strategies for making youths happy news consumers. Convergence: The International Journal of Research into New Media Technologies, 15(1), 105-122. doi: 10.1177/1354856508097021 • Lasker, R. D., & Weiss, E. S. (2003). Broadening participation in community problem solving: a multidisciplinary model to support collaborative practice and research. Journal of Urban Health, 80(1), 14-47. doi: 10.1093/jurban/jtg014 • National Cancer Institute (NCI). (2012). Trust and use of media for health information among U.S. Hispanics. hints briefs. Retrieved from: https://hints.cancer.gov/docs/Briefs/HINTS_Brief_22.pdf

  15. References • National Oceanic Atmospheric Association (NOAA). (2011). New NOAA report highlights economic and ecological value of the Gulf coastal region. NOAA. Retrieved from http://www.noaanews.noaa.gov/stories2011/20110802_gulfataglance.html • Nielsen. (March 5, 2014). The female/ male digital divide. Nielsen. Retrieved from: http://www.nielsen.com/us/en/insights/news/2014/the-female-male-digital-divide.html • Norman, J. (July 8, 2016). Americans increasingly turning to specific sources for news. Gallup. Retrieved from: http://www.gallup.com/poll/193553/americans-increasingly-turn-specific-sources-news.aspx?g_source=position5&g_medium=related&g_campaign=tiles • Pew Research Center. (February 6, 2008). Where men and women differ in following the news. Pew Research Center. Retrieved from: http://www.pewresearch.org/2008/02/06/where-men-and-women-differ-in-following-the-news/ • Reynolds, B. (2007). Crisis and emergency risk communication: Pandemic influenza. Atlanta, GA: Centers for Disease Control and Prevention. • Riffkin, R. (September 28, 2015). Americans’ trust in media remains at historic low. Gallup. Retrieved from: http://www.gallup.com/poll/185927/americans-trust-media-remains-historical-low.aspx?g_source=position3&g_medium=related&g_campaign=tiles • Saad, L. (July 8, 2013). TV is Americans’ main source of news. Gallup. Retrieved from: http://www.gallup.com/poll/163412/americans-main-source-news.aspx • Swift, A. (September 14, 2016). American’s trust in mass media sinks to new low. Gallup. Retrieved from: http://www.gallup.com/poll/195542/americans-trust-mass-media-sinks-new-low.aspx

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