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.

6- Informing the Public about Bio Terrorism Threats through the Popular T.V. Show 24 - Randy Rask

Randy Rask

Reference: 

Murphy, Sheila; Huang, Grace; Cody, Michael; Berkowitz, Mandy; Beck, Vicki; Wilkin, Holley; Glik, Debora. Conference Papers -- International Communication Association , 2006 Annual Meeting, p1-29, 29p

Theme:

This article is about how health advocates, communication scholars, Fox executives, and the popular television show 24 worked together in a study to bring to light disaster preparedness.  Through the television drama, different influences were incorporated on how to be prepared during a biochemical attack. 

Summary:

-          Post 9/11, the need to inform the public on how to be prepared for a terrorist threat has been brought to light.  Several agencies such as the Centers for Disease Control and the Department of Homeland Security have made efforts to inform the public on how to properly be prepared for a disaster. 

-          Through surveys it has been proven that Americans are not informed enough or prepared adequately for such emergencies. 

-          If the public does not willingly seek out information on these matters, then other options should be tried.  This is when "entertainment-education" was brought about for information about terrorist threats and how to be prepared for them.

-          There are many advantages to using this method such as

-higher levels of interest on the topic among viewers

-repetition of content through multiple dialogues

-allowing the viewers to experience a range of emotional reactions which are often similar to the role models depicted in the drama.

-  Season 3 of 24 is about a virus that a terrorist group had planned on using against the United       States.  Four of the episodes in this season were very important in this study on infectious diseases. 

- The virus was released in a hotel and guests began to be infected with it.  An infected man is found at an emergency care unit and then national health agencies quarantine the building to keep all of the people inside.  During these pivotal episodes, seven outcomes are explored in the study.

                1.)  Severity of threat and susceptibility

                2.) How infections are spread

3.) Beliefs and attitudes about quarantine and isolation

4.) Tracking a person

5.) Action steps during an emergency

6.) Will drama over failed quarantine make agencies appear less prepared?

7.) Interpersonal Dialogues

- After the season ended, a survey was posted online on the Fox network.  14,814 United States residents participated

- The survey included questions on matters such as the spread of viruses and steps taken if a person violated quarantine

- The study showed that those who viewed the entire season including the four key episodes had a greater knowledge of biochemical attacks and how viruses are spread along with how to quarantine and react in the situation.

Application to lesson topic:

I think that this applies to the lesson topic in a sort of obscure way, but it definitely still does.  Although a T.V. drama such as 24 is not necessarily media, it can still be used in a positive way to get information out to the public on disaster preparedness.  Most Americans are not prepared for disasters and the media has a hard time getting through to citizens on how to properly be prepared for a disaster.  Using entertainment television rather than informative television, I think that many more viewers can be reached. 

Application to Emergency Services:

Emergency service agencies need to be aware of how prepared people are during disasters.  Whether the knowledge of disaster preparedness is received from the internet, news, or a dramatic television series, it is good to know how prepared residents are. 

Reading Summary #2 From Mike Wayman

I seem to have 'issues' with the blog.

I haven't seen a score for summary #2 and so i thought I'd resend it just in case

I'm sorry, I'll keep trying to figur it out....I blame my age :-)

Mike Wayman

Ethics and Trauma: Lessons from media coverage of Black Saturday

Mike Wayman

Reference:

 Muller, Denis. February, 2010. Ethics and Trauma: Lessons from media coverage of Black Saturday. The Australian Journal of Rural Health, Vol 18(1). pp. 5-10.

Theme:

What lines do the media cross or not cross for a story.

Summary:

·       Covering Victoria's 'Black Saturday' bush fires in February 2009 traumatized many of the media people involved, and confronted them with many difficult ethical dilemmas." (Muller,1). 

·       The issue was how to treat the scene, the survivors and the pressure from editors, rivals, authorities and victims. 

·       The Center for Advanced Journalism at the University of Melbourne used this experience as it's first research project.  They interviewed 28 people from all aspects of the media, including on scene reporters, studio anchors, camera men and photographers.  They found that even 3-6 months later many of those interviewed still had an emotional response to what they saw and experienced. 

·       The findings were broken down into five categories, access, treatment of people, maelstrom of pressure, deciding what to publish and emotional impact.

·        Under access the biggest thing addressed was how the media viewed and dealt with roadblocks. The answers to how they handled a roadblock was, find another way in, get past by chance, get past by deception, resist deception, accept the roadblock.  Overwhelmingly the media expressed their desire to get the story trumped unethically getting around the roadblock.   Another ethical dilemma was whether or not to go onto private property.  Again the media had a variety of answers to this ethical query.  Some didn't go on private property, others only when "a little" bit on, others went on until asked to leave, some were taken to the scene by residents and shown around.  

·       As for the treatment of the survivors and victims, there's no set in stone standard but most media held to the same moral code.  Prior consent was needed for identifiable individuals. People should be asked only once, refusal should be accepted, and people will not be badgered. Close-up intrusion on grief or moments of intimacy can and should be avoided.  It is a betrayal to of survivors and victims to not follow up and check on them.  Intrusion is unavoidable but it should be minimized.  (Muller, 7).  Through these interviews sometimes the media comes away with information that is sensitive and personnel.  But it's also newsworthy, so the moral dilemma is to share the story or to respect the privacy of those most affected. 

·       The maelstrom of pressure is always the driving force of any news outlet.  There are four main pressures on the media, editors, rivals, authorities, survivors and victims.   The news desk demands stories from survivors.  Rivals want the same.  There's also the problem with the authorities, they always know more than they are willing to share. 

·       Then the dilemma of what to report or not report as you hear from survivors in the depths of their despair and grief.  Then the issue was the impact of what was reported.  What is viewed as breaking news and may be a scoop for one news station, may have that station win the night, but at what cost? 

·       Referring to the beginning of the article when media was reported to still being affected 3-6 months later, that also applied to the survivors.  It's the responsibility of the media to publish or air cautiously.  The effects of what they say and show last and never go away.

 

 

Application to Lesson Topic

This article took one disaster but applied it across the board as questions all members of the media should be asking.  If they aren't willing to ask, then the people on the ground need to have these issues addressed and prepared for.

Application to Emergency Services:

This article didn't really answer any questions.  It seemed to ask more than answer.  But the application to emergency services is if an emergency services department takes the questions approached in this article and has a plan to address them, I think it will help in future emergencies to deal with the media.  These questions, if answered with the survivors and victims best interest in mind,  are a good blue print with how to deal with the inevitable media.  

Reading Summary from Mike Wayman #4

Mike Wayman

Reading Summary

References:

Horsley, J. (2012). Planning for Spontaneity: The Challenges of Disaster Communication Fieldwork.International Journal Of Qualitative Methods, 11(3), 180-194.

 

Theme:

There hasn't been an established method for communication during a disaster.  Getting people who know what to look for and report on are keys to a comprehensive on site report of a disaster.

Summary:

·       There is no precedent for a study of communication during an unfolding disaster event.

·       Disaster management literature has not examined the communication practices of a disaster response organization

·       Among the many benefits of fieldwork is the opportunity to use the data gathered

during a disaster to immediately input the data

·       Researchers need disaster-specific training to help them be prepared to enter the field to collect data.

·       A challenge of disaster fieldwork is access to informants, interview participants, and

disaster-related documents.

·       The researcher for this article overcame some of those challenges to conduct a participant-observation study of the American Red Cross during the 2009 floods in North Dakota

 

 

Application to the lesson topic:  Communication during a disaster is an important part of a disaster plan.

Application to emergency services:

How EMS is involved in the communication plan of a disaster has a huge impact on how information is delivered during and after a disaster. 

Reading Summary #5 from Mike Wayman

Reference: Motschall, M., & Cao, L. (2002). An Analysis of the Public Relations Role of the Police Public Information Officer. Police Quarterly, 5(2), 152.

Theme: Police departments have been working for decades to set up a more direct and effective system of communication with the public, specifically through their public information officers.

Summary:

·       Sworn police officers, as well as increasing numbers of non law enforcement with journalism/communication backgrounds, are assuming the role of public information officer

·       The position is designed to inform the media and the general public about agency operations, events, and activities.

·       An effective public relations program will enhance community relations, establish a positive relationship between the organization and the press, and aid the organization's ability to attract the support of those involved in the budget approval process

·        PIO activities typically are media-relations focused, but they also can include many of the traditional public relations activities of coordinating special events and producing newsletters

·       Principal tasks cited were media-relations oriented, including fielding media inquires, arranging news interviews, holding press conferences, and disseminating press releases

 

Application to the lesson topic: PIO is a position that has increased in necessity over the years and is now a staple to most public service departments.

Application to emergency services: Having a PIO on staff will help take the stress and pressure of "making a statement" away from EMS personnel, so they can focus on patient care and/or securing a scene.

6- Ashley Burningham- Maintaining Media Relations During Disasters

Ashley Burningham

Reference:
Trahan III, J. V. (1993). Media Relations in the Eye of the Storm. Public Relations Quarterly, 38(2), 31-32.

Theme: Media relations is an important component of disaster preparedness and response and we must work together to get a job done.

Summary:
- August 24, 1992, Hurricane Andrew struck Florida.
- Within 24 hours, there were hundreds of media inquiries and media personnel on scene.
- An Army Reserve Unit was activated to handle media inquires. (Joint Task Force Andrew)
- JICs Mission:
1. Handle media inquiries for Andrew
2. Coordinate media responses of all federal agencies.
3. Escort media
4. Prepare a daily media briefing
5. Assist with print and electronic products
6. Establish Radio Recovery - 24 hour a day radio coverage in three languages throughout Miami.
- Communication objectives:
1. Help inform victims where and how to get help
2. Inform people what measures were being taken
3. Inform members of the task force what was going on
4. Maintain high morale in the task force.
- Audiences:
1. Primary- victims and members of task force
2 Secondary- Miami residents, Florida residents, U. S. Citizens
-Milestones:
1. Task force fully operational by 9/2/92
2. Mobile Public Affairs by second week of September.
3. JIC had trilingual media conference speaker.
- Lessons learned:
1. Need an easy to understand crisis plan
2. Need a mobilization readiness center
3. Establish your communication channels
4. All media inquiries need to be made by one group
5. Must be totally accessible to the media.
6. Be patient with the media
7. Have realistic media deadlines.
8. Find answers to "I don't know answers" and follow up
9. Be professional an demand truthful coverage.
10. Pracice

Application to Lesson:
This weeks lesson was about media relations and disaster preparedness. This article discussed Hurricane Andrew and how their disaster response involved the media. It included experiences as well as lessons learned.

Application to Career:
The media is an extremely relevant component of responding to a scene. They will be there, and they are usually the messenger of information to the public. It is important to establish and maintains healthy relationships with local media. Better relationships will decrease the complexity of responding to a disaster later.

6 - A Social Marketing Perspective on Disaster Preparedness - Michael Newland

 Michael Newland

Reference:

Guion, D., Scammon, D., & Borders, A. L. (2007). Weathering the Storm: A Social Marketing Perspective on Disaster Preparedness and Response with Lessons from Hurricane Katrina. Journal of Public Policy & Marketing, Vol 26 Issue 1, Pg. 20-32.

Theme:

The lessons that we learned from Hurricane Katrina taught us that a social marketing approach to disaster management could increase the likelihood of positive outcomes for individuals and communities when a disaster strikes.

Summary:

·         Katrina suggests that improved preparedness for and response to disasters requires behavior changes on the part of residents in the disaster area and emergency management organizations.

·         The basic four-phase model of disaster management includes: Mitigation, Preparedness, Response, and Recovery.

·         Because natural disasters are so unpredictable mitigation mostly takes place with preemptive measures. Local, State, and Federal governments establish and enforce rules and regulations to achieve agreed on plans. “Mass media can play a critical role during the mitigation phase because media coverage contributes to the formation of public attitudes, which in turn influence legislative actions.”

·         During the preparedness phase, we focus on reducing the negative consequences of disasters. We aim to encourage people to make choices about protective behaviors and monitoring compliance with community plans. “Community education is an important goal of preparedness, and thus the media are essential partners in this phase of disaster management.”

·         During the response phase emergency teams make every effort to: Provide short-term disaster relief, rescue victims, and to provide shelter. Coordination between the many different agencies is vital. “Information is an important key to coordination, and the mass media play a major role in disseminating such information during this phase and the next.”

·         During the recovery phase, public organizations start to restore social systems and rebuild physical environments. “An important role of the media during the recovery phase is communicating information about available assistance.”

·         We learned a lot about disaster response and the media from Hurricane Katrina. “The media presence during Hurricane Katrina allowed the world not only to see the atrocities experienced by the evacuees but also to see clearly and repeatedly the contradictions and failings by all levels of government.”

Application to the lesson topic:

The media and disaster preparedness/response goes hand in hand. The media plays a crucial role to both the public and response agencies. It allows for massive amounts of information to be passed relatively easily.

Application to emergency services:

During disaster emergency services agencies may need to know more information just like the public. The media allows emergency services personnel to learn more about the crisis so that they can do a better job of continuing their relief efforts.