Lesson 5 "Effective communication of disasters" - Jeffrey Martin

Lesson 5 Reading Sumary

Jeffrey Martin

Reference: Lowrey, W., William, E., Gower, K. K., Robinson, J. A., Ginter, P. M., McCormick, L. C., & Abdolrasulnia, M. (2007). Effective media communication of disasters: Pressing problems and recommendations. BMC Public Health, 797-8. doi:10.1186/1471-2458-7-97

Theme:  Public information officers and journalists have a symbiotic role working together to provide information to the public. 

Summary:  Journalists are usually unprepared to report on natural disasters and terrorist attacks.  News reports of terrorism and natural disasters, however, sometimes have been faulted for inaccurate, incomplete, and sensational coverage that may contribute to public misunderstanding of risks.  Public information officers should develop media contacts and plan what information they will release.

·         Historically, public health's response to disasters has been improvised and impromptu.

·         Use the Internet and other mobile technologies to develop and disseminate resources.

·         Participate in drills and exercises. Gain standing for journalists and PIO's to participate routinely in disaster response drills and exercises.

·         Take advantage of existing programs and publications.

·         Neither journalists nor PIO's perform well in terms of addressing the information needs of special populations during health-related emergencies.

Other reading:  Wilt, M. (2006). BALANCING THE RELEASE OF PUBLIC INFORMATION DURING AN ANIMAL DISEASE OUTBREAK. Case Western Reserve Journal Of International Law, 38(3/4), 625-628.

This articles discusses the release of information from an animal disease outbreak in Ohio. PIOs were initially proactive with their release of information, but were conflicted on what information to release as the incident progressed.  Although this article is about animals, the same principles apply to human disasters.

Application: Public information officers have very complicated and important jobs.  They are not always needed, and should use down time between incidents to prepare.  You can prepare by making new contacts, having pre-scripted responses for incidents, or making sure you have the authority to release information the public needs.