Facing the Facts
As the technology landscape continues shifting, the American public’s communication methods are increasing and gradually becoming more mobile-oriented. The 2013 study showed that nearly one-in-three (28 percent) emergency managers identify the public’s varied communication preferences as the greatest challenge they face. These challenges include effectively reaching a growing, older population with many special language and other needs. For those with hearing and vision impairments, physical limitations and varying debilities, communication preferences may extend beyond traditional land line phone calls and email, to include text messages and social media channels and more.
“The increase in the number of communication layers emergency managers are up against has drastically added to the complexity of developing an effective, all-encompassing communications program,” said Wilson. “Age, physical disabilities and cultural differences are human factors that they have always had to recognize and take into consideration, but rapid mobile and social media technology growth has only compounded the issue — making it not only challenging to reach community members wherever they are, but increasingly difficult to drive a sense of urgency.”
As communication preferences continue to change and diversify, emergency managers must consider a layered approach that can reach all community members effectively and efficiently. That includes not only enabling new technologies, but also successfully integrating these with traditional communication methods in a way that drives citizens — of all ages, needs and communication preferences — to action.
Driving a Public Sense of Urgency
Community members trust emergency managers to provide them with the tools they need during an emergency, making it critical that they leave no stone unturned when it comes to effective communication. More than half of respondents (58 percent) trust local and regional government officials to ensure sufficient public safety standards, communication and planning.
The 2012 survey results found that less than one half (47 percent) of community members would take action based on a potential severe weather warning. It comes as no surprise, then, that nearly one-in-four (22 percent) emergency managers said that apathetic community members are their greatest challenge, according to the 2013 study. In fact, the study found only 20 percent of emergency managers feel that their community members are very aware of existing alerting and notification systems in their area.
“An emergency manager’s goal is to generate 100 percent awareness among the community,” said Wilson. “It is critical that they not only ensure that families and community members have an emergency plan in place, but that they understand all of the possibilities for receiving real-time messages in emergency situations — from siren notifications, to a text message or email alert, and much more.”
In order to best reach community members, emergency managers need to consider the places where each of their citizens seeks information. As expected, one of the toughest challenges for emergency managers is the cost associated with new tools and equipment. The 2013 survey found that for 75 percent of emergency managers, the greatest deterrent to updating emergency communication systems is their budget. Yet, there are many ways to interact with the public that are simple and cost effective, many of which emergency managers have already embraced. According to the survey:
- 81 percent are promoting their activities and programs at community events and meetings
- 72 percent are communicating with their community directly though emails, direct mail, and phone calls
- 67 percent are communicating with the public through a community website
The Need to Be More “Social”
New technology enables community-wide engagement and can help drive emergency responsiveness among citizens — often at the touch of a button. This presents new opportunities for emergency managers to expand their reach. Only 55 percent of emergency managers are currently using Facebook as part of their alerting and notification system, and three-in-10 currently are not providing educational tools through websites and social media.
“By evaluating modern technology, emergency managers can supplement communications plans with new ways to take a more comprehensive outreach approach and ultimately connect with more community members,” said Wilson.