Chapter 4.11 Researching communication and communicating research in Health EDRM
Authors: Humphrey A, Robinson L, Bonney J, Turner S.
Chapter 4.11 describes the key factors to consider in evaluating and researching emergency risk communication programmes, including:
- Specific objectives of communication before during and after disasters.
- Particular challenges and opportunities in health emergency and disaster risk management (Health EDRM) communication research.
- Techniques used in measuring behavioural change inspired by communication programmes.
- Key principles of quality communication – all of which require further research.
What is this chapter about?
People involved in Health EDRM research need to communicate their findings clearly and there is also a need for research into the methods used for emergency risk communication. The integration of communication programmes into all aspects of the disaster cycle, use of evidence-based techniques to develop these programmes and use of an appropriate balance of media for delivering the programmes can help with this. Furthermore, following recognized schema for evaluating such programmes can make a valuable contribution not only to disaster risk reduction in the communities served, but also to generating transferable knowledge to inform emergency risk communication programmes in a diverse range of situations and societies.
This chapter describes the key aims of communication before, during and after disasters. It outlines challenges associated with conducting Health EDRM communication research in disasters, techniques that may be used in emergency communication research, and essential components for communicating risk effectively for an emergency. These include trust, integration and what are known as the seven “C”s of effective communication. The chapter also outlines the necessity of combining quantitative and qualitative methods when evaluating any communication campaign.
Case studies presented in the chapter:
- The ‘All Right?’ Campaign, Canterbury, New Zealand 2012.
- ‘Staying Alive’, Health Professional led Urban Radio, Ghana 2015.
- ‘Amrai Pari’ reality TV programme, Bangladesh 2014.
- The Pandemic Roadshow, New Zealand 2007.
What are the key messages of this chapter?
- Emergency risk communication (ERC) is an essential part of emergency preparedness.
- The essential components of effective communication during emergencies are trust, integration and the seven “C”s of effective communication – correct, concise, clear, courteous, complete, considered, concrete.
- Research and evaluation of ERC can be difficult in the pressured environment of an emergency or disaster, but can be achieved with careful advance planning.
- In order to learn from and improve ERC, formal evaluation techniques should be applied to ERC, which requires forethought and funding.
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