Communicating Crisis & Risk Messages that Motivate Resilience Brooke Liu, Ph.D. Associate Professor of Communication & Director of the Risk Communication.

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Presentation transcript:

Communicating Crisis & Risk Messages that Motivate Resilience Brooke Liu, Ph.D. Associate Professor of Communication & Director of the Risk Communication & Resilience Program, START This research was supported by the Science and Technology Directorate of the U.S. Department of Homeland Security through Contract Award Number HSHQDC-10-A-BOA Copyright © 2014, University of Maryland, All Rights Reserved 6/HSHQDC-12-J through START. Any opinions, findings, conclusions or recommendations presented here are solely the authors’ and are not representative of DHS or the United States Government.

Terrorism Studies Minor Graduate Certificate Training/Continuing Education Units More than 20 publically available data sets Access to over 200 SMEs 100s of articles, thousands of HSE students trained Introduction to START

National Consortium for the Study of Terrorism and Responses to Terrorism Research Presentation Overview Social Social media use before & during disasters Mobile Mobile messaging for imminent threats Traditional Journalists’ perceptions of social media’s value

National Consortium for the Study of Terrorism and Responses to Terrorism Conclude with Bridging the Gaps Image source:

National Consortium for the Study of Terrorism and Responses to Terrorism Part I: Social Media Use Before & During Disasters

National Consortium for the Study of Terrorism and Responses to Terrorism Case Study: CDC’s Zombie Apocalypse Preparedness Campaign Images source: emergency.cdc.gov

National Consortium for the Study of Terrorism and Responses to Terrorism Blog Promoted by Tweet Image source: Twitter

National Consortium for the Study of Terrorism and Responses to Terrorism Campaign Goes Viral Exceeds 60,000 blog page views/ hour within 3 days – up from about 80 blog page views/ hour prior to the promotion Top 10 Trend on Twitter Image source: Facebook

National Consortium for the Study of Terrorism and Responses to Terrorism Picked Up by Traditional Media Image source: CDC campaign evaluation metric materials More than 3.67 billion total impressions

National Consortium for the Study of Terrorism and Responses to Terrorism Case Study: Key Findings Social Media vs. Traditional Media Medium is the message in other work No differences among groups in this study Humor (Zombie) vs. Non-Humor (All Hazards) Zombie messaging = lower intentions to: prepare a kit, make a plan, & seek further info

National Consortium for the Study of Terrorism and Responses to Terrorism Social Media Use during Disasters

National Consortium for the Study of Terrorism and Responses to Terrorism START Experiment Results

National Consortium for the Study of Terrorism and Responses to Terrorism START Experiment Results

National Consortium for the Study of Terrorism and Responses to Terrorism START Experiment Results

National Consortium for the Study of Terrorism and Responses to Terrorism Part II: Mobile Messaging for Imminent Threats

National Consortium for the Study of Terrorism and Responses to Terrorism WEA Messages Content topics & order are set: Hazard, location, time, protective action, source Photo credit: slate.com

National Consortium for the Study of Terrorism and Responses to Terrorism How to best order content? Current short messages order: – Hazard, location, time, protective action, source Revised short messages order: – Source, protective action, hazard, location, time

National Consortium for the Study of Terrorism and Responses to Terrorism Do recommendations vary by hazard? Short messages (90 & 140-characters): Too little info to overcome pre-event hazard- specific perceptions More like a siren than warning Longer messages (1,380-characters): Enough info to shape public perception & event response Works across hazard types

National Consortium for the Study of Terrorism and Responses to Terrorism Familiarity Concerns WEAs Alert & warning concepts

National Consortium for the Study of Terrorism and Responses to Terrorism Do WEAs work? About 1/3 of survey respondents had been checking local media, with an increase to almost 50% within 15 minutes following the 1 st WEA

National Consortium for the Study of Terrorism and Responses to Terrorism Part III: Journalists’ Perceptions of Social Media’s Value during Disasters

National Consortium for the Study of Terrorism and Responses to Terrorism Why use social media? Breaking health & safety news Finding sources & fact checking Cross- promote news content Not for deep storytelling Speed Accuracy

National Consortium for the Study of Terrorism and Responses to Terrorism Cross-Study Conclusions Risk communication objectivesSpecific audience deficienciesMessages matter, if done well Specific message areas to improve Messages over medium for response

National Consortium for the Study of Terrorism and Responses to Terrorism Research in the Works…. Image credit:

National Consortium for the Study of Terrorism and Responses to Terrorism Bridging Gaps between the Academy & Government Agencies

National Consortium for the Study of Terrorism and Responses to Terrorism Questions? Brooke Liu, Ph.D. Associate Professor and Director of the Risk Communication & Resilience Stream