In today’s wired world, social media—from the Internet to Twitter to text messaging—can be an effective communication tool for those ready to use it. But while most emergency management agencies are adept at getting the word out via traditional broadcast methods, a recent study found many are missing out on communication opportunities afforded by social media.
Untapped Potential: Evaluating State Emergency Management Agency Websites 2008 examined 51 agency websites and surveyed agency public information officers (PIOs) to determine use and attitudes regarding the role of the Internet in crisis communication. The study found emergency planners need to recognize the value of social media as a communication tool—especially during a crisis—and that PIOs need to become more Web savvy.
The report authors, David W. Guth and Gordon A. Alloway of the University of Kansas, make six recommendations based on the research, including better defining the purpose and audience of agency websites, giving PIOs with direct access to top management the responsibility for making site content decisions, making staff contact information more easily accessible, creating more easily remembered web addresses, and generally improving staff technology knowledge.
The full text of the report, including feedback journalism, public relations, and emergency preparedness experts, is available online.
Jolie Breeden is the lead editor and science communicator for Natural Hazards Center publications. She writes and edits for Research Counts; the Quick Response, Mitigation Matters, Public Health, and Weather Ready Research Award report series; as well as for special projects and publications. Breeden graduated summa cum laude from the University of Colorado Boulder with a bachelor’s degree in journalism.