CNCounty News

A key to managing disasters: Targeted communication

Heidi Stiller of NOAA talks to members of the NACo Resilient Counties Advisory Board Saturday, July 13 about how to sharpen communication efforts before and during a disaster. Photo by Denny Henry

Key Takeaways

“Prepare when the sky is blue,” is his mantra, Brunswick County, N.C. Commissioner Frank Williams, chair of the NACo Resilient Counties Advisory Board, told members July 13 at the Annual Conference.

It’s a message that many emergency managers and county officials heed. One way to use that “blue sky” time is to plan a risk communication plan, according to Heidi Stiller, the South regional director of the National Ocean Service Office for Coastal Management at the National Oceanic and Atmospheric Administration.

Resilient Counties Advisory Board

July 13

Find additional resources at Digital Coast Risk Communication topics page 

“Often, we start with ‘I’m going to come up with a message,’” she said. “You need to back up, and ask ‘What’s my overall goal? Who is my audience?’”

The first step, she noted, is to not only define your audience but the outcome you hope to achieve. “You’ve got to get really specific,” she said, offering the audience a three-step blueprint to reach that goal.

 

Step 1: Define your risk communication audience and outcome.

• Challenge: What is your biggest risk communication challenge? (such as keeping flood risk mitigation on elected officials’ minds as they make decisions about the county’s safety and future).

• Audience: List the audiences you’re trying to reach. Consider who you want to take action or who is most at risk. Then get specific. Segment your audience. What characteristics will you use to segment your audience (such as by geography or demographics)?

• Outcome: What action do you want your audience to take because of your efforts?

 

Step 2: Understand your priority audience.

• What do you know about your audience? How do you know this information? What assumptions are you making about them?

• What would you want to learn about them? How will you learn more about them?

 

Step 3: Connect with your audience.

• How will you connect with your audience? Consider where you will find them. How will you design the interaction to meet their needs?

In addition to the three-step blueprint, Stiller also stressed the importance of learning why some residents will not evacuate. Find out their barriers — are they worried about their pets? Find solutions and communicate that information, before a disaster is imminent.

“We can’t wait for audiences to come to us,” she said. “You must go where folks are. Are you trying to reach business owners? Go to the Chamber of Commerce. Are you trying to reach neighborhoods? Go to the HOA or the farmers’ market.”

Another way to reach residents is through established partnerships such as local churches. “Establish those partnerships, find out who those trusted members of the community are,” she noted. “They can be great communicators for us.”

Explaining the risk is also valuable, she said, but “you don’t want to just throw science at people, that’s tempting, but you need to explain. Stories are super powerful, seeing the visuals and hearing the story about what can happen.” 

When crafting a message to the public, “use plain language,” she said. “It’s not about dumbing it down. Use short words and short sentences.” 

A clear message should “identify actions people can take and the benefits or losses avoided, she said. “Such as, “Turn Around, Don’t Drown.”

Related News

Business along San Carlos Boulevard that were damaged during Hurricane Ian
Advocacy

New disaster recovery grants now open to support county economic development

The U.S. Economic Development Administration has launched the Fiscal Year 2025 Disaster Supplemental Grant Program, making $1.45 billion available to help communities recover from natural disasters and build long-term economic resilience. Counties affected by major disaster declarations in 2023 or 2024 are eligible to apply for funding to rebuild infrastructure, strengthen local economies and prepare for future disruptions. This program goes beyond immediate recovery, aiming to transform local economies and foster sustainable, long-term economic growth. 

Jeff Davis, left, embraces homeowner Houston Rea, who suffered a total toss of his home, after a tornado tore through his neighborhood in Laurel County, Ky. Photo by Sam Upshaw Jr./Courier Journal
News

Deadly tornadoes pummel counties across the South

Southern Kentucky counties bore the brunt of a May 16 tornado outbreak, with at least 17 fatalities confirmed as of last week in Laurel County alone. 

Female firefighter and group of firemen with fire trucks
Advocacy

Fire and emergency response grants now open for counties

On May 20, FEMA announced the opening of the Fiscal Year 2024 Staffing for Adequate Fire and Emergency Response (SAFER) Grant Program and the Fiscal Year 2024 Fire Prevention and Safety Grant Program, which support fire departments and firefighter organizations in increasing staffing and improving safety nationwide.