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Enhancing Risk Communication for Effective Public Response to Emergencies

This resource highlights the importance of effective risk communication in fostering public awareness and action during emergencies. It addresses key factors influencing public response and offers insights to improve preparedness.

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Enhancing Risk Communication for Effective Public Response to Emergencies

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  1. Risk Communication From Awareness to Action www.do1thing.com

  2. Risk Communication • Public Education • Warning/Emergency Information

  3. Public Response • 52% of families don’t have an emergency plan • 51% would not know what to do if told to “shelter in place” • 36% say they have done nothing to prepare

  4. Public Response • 3 out of 5 say they would not follow emergency instructions in a smallpox incident • 2 out of 5 would not follow instructions in a dirty bomb incident

  5. The Process Information/ Warning given Intend not to act Aware Action Intend to act

  6. The Process

  7. Intention • 43% have disaster supply kit • 31% intend to make a kit • 26% do not intend, or had not considered making a kit

  8. Factors • People who do not trust public officials are half as likely to obey emergency instructions • People who lack trust are often the same people who lack resources Caring/Empathy Honesty/ Openness Commitment/ Dedication Competence/ Expertise Factors in Public Trust

  9. Factors • The older someone is, the less likely they are to follow emergency instructions • It takes three messages (or a message and two confirming sources) to move most people to action “Believing a warning message increases the likelihood of responding to it.” - Dennis Mileti

  10. Effective Messages • Specific • Frequent • Certain • Delivered by multiple media • Confirmed by other sources

  11. Socio-economicstatus Action Knowledge/ beliefs about disaster, disease & behaviors Information sources Individual’s Risk Perception Gender Race Actions of local government Perceptions of local ecology/ environment Education Eve Gruntfest: Risky Business

  12. “It isn’t what we don’t know that kills us, it’s what we know that ain’t so.”Mark Twain

  13. Intention + Resources = Action WON’T Resources Resources CAN’T No resources No resources

  14. Intend not to act • Don’t believe they will be personally affected by disaster (54%) • Preparedness won’t be effective (45%) • Haven’t thought about it (52%)

  15. Intend not to act • Too expensive (37%) • Too time consuming (35%) • Don’t know how (44%)

  16. Intend not to act

  17. For yourself, your family and your community

  18. Resources • University of Colorado Natural Hazards Center. (2005). Quick Response Research Report 178: Evacuation Behavior in Response to the Graniteville SC Chlorine Spill. • Mileti, Dennis and Elwood Beck. (1975). “Communication in Crisis: Explaining Evacuation Symbolically.” Communication Research, 2, 24-49. • Center for Advancement of Collaborative Strategies in Health. (2004). “Redefining Readiness.” • Hart Research Associates. (2005). “The Aftershock of Katrina: Public Not Moved to Prepare.” • Covello, Vincent. (2006) “Risk Communication and Message Mapping.” Journal of Emergency Management, 4 (3), 25-40 • Green, Marc. The Psychology of Warning. Visual Expert Human Factors. <www.visualexpert.com/Resources/psychwarnings.html> • Gruntfest, Eve. (2002). Toward Improved Understanding of Warning (Abstract). US WRP Warm Season Precipitation Workshop.<box.mmm.ucar.edu/uswrp/warmseasonabstracts/gruntfest.htm>

  19. Resources • Paton, Douglas, Leigh Smith and David Johnston. “When Good Intentions Turn Bad: Promoting Natural Hazard Preparedness.” Australian Journal of Emergency Management February 2005. <www.ema.gov.au> • Gordon, Rob. (2006). “Acute responses to emergencies: findings and observations of 20 years in the field.” AustralianJournal of Emergency Management, 21 (1),17-22. • Ripley, Amanda. (2006). “Floods, Tornadoes, Hurricanes, Wildfires, Earthquakes…Why We Don’t Prepare.” Time 20 Aug 2006. <www.time.com/time/magazine> • Perry, Ronald, Michael Lindell, and Marjorie Greene. (1982). “Crisis Communications: Ethnic Differentials in Interpreting and Acting on Disaster Warnings.” Social Behavior and Personality, 10 (1), 97-104. • Tarrant, Michael. (2006). “Risk and Emergency Management.” Australian Journal of Emergency Management, 21 (1), 9-14. • Gruntfest, Eve. (2005). “Risky Business: Innovations in Natural Hazards Public Education Based on Research and Practice.” <http://www.uccs.edu/~geogenvs/ecg/presentations.htm>

  20. Contact Information Ronda Oberlin Lansing Emergency Management 517-483-4110roberlin@lansingmi.gov

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