Developing an evaluation tool for disaster risk messages

Abstract

Purpose – Risk communication is a critical component of individual health decision making and behavior. In disaster situations, it is crucial that risk-related messages are communicated accurately and that they reach and inform target audiences about the steps they can take to protect their health. Despite a global recognition of the importance of risk communication in responding to disasters, there remains a dearth of evidence on how to evaluate the effectiveness of risk communication messages. The purpose of this paper is to develop and assess a pilot tool to evaluate the effectiveness of disaster risk messages. Design/methodology/approach – A pilot evaluation tool was developed using the existing risk communication literature. An expert assessment of the tool was conducted using an open-ended survey and a focus group discussion with 18 experts at the Public Health Agency of Canada in February 2013. Findings – The tool measures content, reach, and comprehension of the message. It is intended to be a quick, internal evaluation tool for use during a disaster or emergency. The experts acknowledged the practicality of the tool, while also recognizing evaluation challenges. Research limitations/implications – This pilot exploratory tool was assessed using a relatively small sample of experts. Practical implications – This tool offers public health and disaster preparedness practitioners a promising approach for evaluating and improving the communication and management of future public health emergencies. Originality/value – This is the first practical tool developed to evaluate risk communication messages in disaster situations.

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“…The reason may be our sample of English language journals, language barriers, or differences in internet and social media use. Yet only three studies focus on Canadian social media users or cases (Bergeron & Friedman 2015;Saleem, Xu & Ruths 2014), one of which also includes data from twenty-one other countries (Murthy & Longwell 2012). A fourth reason for this identified gap may be differences regarding the research paradigms and concepts used.…”

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