A revision of communication strategies for effective disaster risk reduction: A case study of the South Durban basin, KwaZulu-Natal, South Africa

Abstract

The study examined how effective forms of communication are, or could be, impacting themore traditional forms of emergency and disaster management communication throughthe print and electronic media and how an integrated communication strategy involving allstakeholders could prove to be successful. This study was of an exploratory and descriptivenature, using a case study of the South Durban basin to demonstrate how media analysis,community discussions and internal and external evaluations of current practices in use bymajor industrial players in the basin has thus far failed to reach its full potential for effectivedisaster risk reduction. Strongly emerging from this study was the finding that, as a resultof these evaluations, new systems are now being planned to incorporate social media as anintegral part of an overall communication strategy, which could have far-reaching implicationsfor corporate communicators and strategic planners.

Rethinking communication in risk interpretation and action

“…Hyvärinen et al (2015) emphasized that while the importance of involving local people in emergency response is widely recognized, its implementation is often fragmented due to a lack of structural attention and communications that can include a wide range of emergencies and applications of regional and cultural specific approaches adapted to local needs. Due to the reciprocal nature of communication, which includes multiple perspectives, decisions, and actions around risk, risk communication is noted to carry a political significance that ensures agreement and brings transparency (Skinner and Rampersad 2014). It means that communication needs to penetrate all of these mentioned complexities and must be empowered by the political power to make a difference at the local level.…”

Challenges of Issue Management in a Postmodern World: A Case Study of the South Durban Industrial Basin

“…Engen disaster management crews drove through the residential areas warning people through loudspeakers to stay inside their homes and keep the windows closed. Due to a lack of information and the visible threat of fire and smoke, rather than heed Engen's warning to stay indoors, most residents fled their homes causing more uncertainty (Skinner & Rampersad 2014). The response to this and a subsequent chemical accident at the same refinery in 2008 generated massive public response criticising the lack of an emergency response plan for the area (SDCEA 2008).…”

“…While causing massive damage to the refinery it also created panic in nearby communities. Earlier in the year an explosion at the nearby Island View petrochemical facility caused the meltdown of ten storage tanks, the death of an employee and the release of 64 times the emissions limit of the leukaemia and cancer-causing agent bromomethane (Skinner & Rampersad 2014).…”

“…The SDIB is known as South Africa's "environmental and disaster management hotspot". For decades, local communities have experienced very high levels of air, ground and water pollution, poor health conditions and constant exposure to high risks during ongoing industrial accidents (Jaggernath 2010;Barnett & Scott 2007;Sparks 2006;SDCEA 2008SDCEA /2009Skinner 1997;Skinner & Mersham 2002;Skinner & Rampersad 2014). …”

“…(Ozawa 1996). Crisis communication and contingency planning for ongoing disaster situations remains inadequate, with the strategies adopted by the major stakeholders insufficiently integrated to ensure effectiveness (Skinner & Rampersad 2014).…”