6: Role of Mass Media in the Disaster Preparedness - Jeff Neal

Utah is susceptible to earthquakes - KSL.com

Reading Summary 6: Role of Mass Media in the Disaster Preparedness

Jeff Neal

Reference: Seid-Aliyeva, Dinara E.; Professor, Geology Institute, Azerbaijan National Academy of Sciences; Role of Mass Media in the Disaster Preparedness and Sustainable Development of Society; March 23, 2006

Theme: The media has an important role in disaster preparedness.  They are the main resource to get information to the public and an informed public has a better chance of being prepared.

Summary: There is no place in the world that is safe from disaster, and this risk is increasing as cities continue to grow and developed.  Because of the rapid development many homes and buildings have been built in areas that are more at risk to disaster. In Utah we are susceptible to earthquakes and it has been predicted that Utah will have a major earthquake.  Because many of the existing buildings were built prior to earthquake building codes, many buildings have had to be improved or rebuilt.  The school districts have been rebuilding schools to meet the new codes. An equally important measure regarding disasters is being prepared.  The media has the responsibility of getting the information to the public that will help them prepare for a disaster.  The media controls the information.  FEMA and Emergency managers may develop the plan for disasters, but if the media doesn't help then the people at risk will not hear about the plan.  Many of the people who have been affected by disasters could have been helped if they were prepared.  The information on what to do and how to prepare in many cases does not reach the people that really need it.  The information that is shared with the public must be the truth and needs to be delivered in an exhaustive, and clam manner.  With the sharing of information the media can promote psychological mobilization and reduce social stain.  Much has been learned by the Caspian earthquake in 2000.  The people were not prepared for the earthquake and much of the reason was the lack of support from the media in delivering the information.

Application to the lesson topic: The media's role in preparing for a disaster is often overlooked in our emergency preparedness planning.  Media should be invited to the planning meetings and take part in the best methods to deliver the message to the public.  If we include the media then they will already be a part of the team when a disaster happens.  

Application to emergency services: The PIO is the media lesion with the media.  They must develop a good relationship with media members prior to an event.  This relationship will build a foundation of trust during a disaster, or incident. The PIO should also play a role in the delivery of information that help the public prepare for a disaster.