Communicating Emergency Preparedness: Practical Strategies for the Public and Private Sectors, Second Edition PDF
Preview Communicating Emergency Preparedness: Practical Strategies for the Public and Private Sectors, Second Edition
Communicating Emergency Preparedness Practical Strategies for the Public and Private Sectors Communicating Emergency Preparedness Practical Strategies for the Public and Private Sectors Second Edition Damon P. Coppola • Erin K. Maloney CRC Press Taylor & Francis Group 6000 Broken Sound Parkway NW, Suite 300 Boca Raton, FL 33487-2742 © 2017 by Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, an Informa business No claim to original U.S. Government works Printed on acid-free paper International Standard Book Number-13: 978-1-138-72106-7 (Hardback) 978-1-498-76236-6 (Paperback) This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been made to publish reliable data and information, but the author and publisher can- not assume responsibility for the validity of all materials or the consequences of their use. 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CCC is a not-for-profit organiza- tion that provides licenses and registration for a variety of users. For organizations that have been granted a photocopy license by the CCC, a separate system of payment has been arranged. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com and the CRC Press Web site at http://www.crcpress.com This book is dedicated to Shannon, Kelly, Will, Annabelle, and Miles, who remind us that risk messages are best measured by the lives they’ve protected. Contents Acknowledgments xiii Authors xv Introduction xvii Chapter 1 Individual Preparedness: In Theory and in Practice 1 Introduction 1 Communication Science: A Primer 6 Social Marketing 10 A Systems Approach to Disaster Preparedness Campaigns 14 Phase 1: Early Planning 15 Phase 2: Developing a Campaign Strategy 15 Phase 3: Implementing and Evaluating the Campaign 16 Purpose, Goals, and Objectives 16 Goal 1: Raising Awareness about the Hazard Risk 17 Goal 2: Guiding Behavior 18 Goal 3: Warning 20 Other Risk Communication Goals 23 Priorities and Goals of Risk Communication Recipients 24 Seeing the Bigger Picture: Communication as One Component of a Larger Solution 28 Campaign Requirements 35 The Dangers of Failed Risk Communication 38 Conclusion 39 References 39 vii viii Contents Chapter 2 Managing Risk, Emergencies, and Disasters 41 Introduction 41 Fundamental Emergency Management Concepts 43 Risk 43 Hazard 44 Vulnerability 44 Disaster 46 Safe 48 The Management of Risk 49 The Management of Emergencies and Disasters: Emergency Management Functions 51 Mitigation 51 Preparedness 52 Response 52 Recovery 53 The Management of Emergencies and Disasters: Emergency Management Structures 54 The Fire Department 54 Law Enforcement 56 Emergency Management 57 Emergency Medical Services 57 The Military 58 Other Emergency Management Resources 59 Private-Sector Emergency and Risk Management Structures 59 Governmental Preparedness Actions 61 Individual and Organizational Preparedness 62 Jurisdictional Management and Control: Defining Responsibility 63 What Is Public Emergency Preparedness? 65 The Advantages of a Trained Public 67 Conclusion 71 References 72 Contents ix Chapter 3 The Campaign—Step 1: Early Planning 73 Introduction 73 Define the Problem 75 Identify and Analyze the Hazard Risk 75 Define the Target Population 77 Identify Appropriate Solutions 91 Market Research 93 Existing Program Research and Gap Analysis 95 Determine Project Feasibility 95 Establish Realistic Goals and Objectives 96 Form the Planning Team and Coalition 101 Encouraging Partners to Join the Planning Team 108 The Media as a Partner 115 Drawing Up Partnership Plans 119 Project Management 120 Conclusion 124 References 124 Chapter 4 Step 2—Develop a Campaign Strategy 127 Introduction 127 Project Kickoff 127 The Campaign Strategy 129 Influential External Variables 138 Selecting Appropriate Settings, Channels, and Methods 140 Settings 141 Channels 143 Methods 149 Selecting Communication Channels and Methods 155 Selecting Spokespeople 161 Design and Develop Message Content 164 The Extended Parallel Process Model 166 The Health Belief Model 168
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