Research-Based Disaster Planning

Targeted Messages

Despite the breadth of empirical disaster research, government agencies and first responders still rely on assumptions regarding resources, actions, and behaviors that may lie in contrast with past research on disaster preparation and response. Of particular note, stark differences exist in the assumptions utilized in the formation and dissemination of pre-disaster information, and on the relief efforts targeted toward affected publics in the aftermath.

While government agencies and first responders still rely largely on undifferentiated messages distributed through a single medium (typically television), research on audience reception and response in the time leading up to and immediately following a disaster suggests that this may not be an ideal approach. First, research in media use during disaster indicates that people are more likely to seek out information from those they perceive as similar, thus necessitating multiple voices and outlets. Research exploring the intercultural factors associated with disasters has indicated that African Americans, and African American women in particular, respond better to messages and campaigns that they perceive to be specifically targeted to them, lending support to the argument that general messages are less effective in motivating specific subpopulations. Documented differences across subpopulations also exist in terms of media consumption habits, thus affecting ideal message placement. Research on message effectiveness following crises and disasters has also indicated that minorities are less likely to ascribe credibility to a risk or warning message without confirmation from known others, specifically interpersonal networks. This research is troubling, considering that in many instances, adherence to government directives before a disaster may be essential to issues of health and safety.

As noted by communications professor Patric Spence and colleagues, messages involving disaster preparation and recovery may be most effective if they are targeted toward specific audiences. Current messages (such as http://www.ready.gov) are very general, and largely undifferentiated in terms of a target audience. Risk messages are typically components of larger communication campaigns using television, radio, and print to distribute messages related to crises and disasters. These campaigns are typically funded by nonprofit organizations, federal grants, or community organizations that have an active interest in supporting the local community. Thus, the mechanisms [Page 589]may already be in place for the consideration of local audience needs and potential responses, yet this is seldom considered. Even more successful public information campaigns have focused on broader groups, such as teenagers or college students, but still neglect to consider structural inequalities and differences in informational access and interpretation between affected groups. Broadly speaking, these campaigns fail to consider differences within larger populations, and would be well advised to consider the responses and access to information within each of these highly specified groups in order to most effectively inform them of the conditions of a crisis or disaster and motivate them to take remedial actions. Further, research in emergency communication indicates that these campaigns must pay especially close attention to differences in audience access and response that may be associated with race and socioeconomic status.

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