Disaster Communications

Ministry of Agriculture and Rural Development

1
Disaster Communications

• Course Objectives
– Describe the basic communication process.
– Appreciate the value of empathic listening and effective
feedback.
– Understand how emergency communications differ from daily
communication and how to be most effective under emergency
circumstances.
– Understand how emergency communications differ from pre-
disaster risk communication.

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Disaster Communications

• Course Objectives
– Assess the multicultural communication needs of your
audience and adjust your verbal and nonverbal
message accordingly.
– Tailor your message to your audience.
– Consider technology as a communication tool.
– Use non-verbal communication to enhance your
message and accurately read the nonverbal cues of
your listener.
– Prepare an effective oral presentation.
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Disaster Communications

Ministry of Agriculture and Rural Development

Module 1
Introduction to Disaster
Communications

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 Module 1
Disaster Communications Introduction

• Module Objectives
– Conceptualize the main training topics covered in this
course.
– Relate the main topics of disaster communications to
your job and community.

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 Module 1
Disaster Communications Introduction

• Effective Communications
– Disaster managers must be skilled communicators
– Disaster communications can make the difference
between life and death for those at risk
– Effective communication during a disaster reassures
those at risk that their government is working on their
behalf
– Effective communication is greatly supported by
relationships that have been built before the disaster

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 Module 1
Disaster Communications Introduction

• Various Groups Respond Differently

– The audience receiving communications is comprised
of subgroups with different characteristics
– These characteristics affect the way different groups
might respond to an identical message
– Response during an emergency may differ from
response during a non-emergency

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 Module 1
Disaster Communications Introduction

• Characteristics of groups that may affect their

response to a message
– Lifestyle
– Education
– Native language
– Culture
– Lifestyle (rural, urban)
– Gender

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 Module 1
Disaster Communications Introduction

• Considerations when preparing a message

– Amount of preparation time available
– Topic
– Your role
– Purpose
– Desired response

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 Module 1
Disaster Communications Introduction

• Considerations when preparing a message

– Increase awareness of and sensitivity to
differences between people and the way they
communicate
– Customize your message

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Personal Application

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Disaster Communications

Ministry of Agriculture and Rural Development

Module 2
Basic Communication Skills

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 Module 2
Disaster Communications Basic Communication Skills

• Objectives
– Define “communication” and apply that definition to
various forms of communication.
– Describe why effective communication is important to
disaster management.
– Understand different communication styles and how
they affect interaction.

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 Module 2
Disaster Communications Basic Communication Skills

• Components of Communication
– Sending and receiving are the basic acts of
communication
– There are four components:
• The message source
• The message content
• The delivery channel
• The audience

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 Module 2
Disaster Communications Basic Communication Skills

• Components of Communication (continued)

– Scope of this course
• Intentionally directed content
• Specific, intended audiences
– Factors of successful communication
• Selecting a message source, content, and delivery channel
that is appropriate for the message goal and the target
audience

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 Module 2
Disaster Communications Basic Communication Skills

• Components of Communication (continued)

– Practices to increase effectiveness
• Increase your understanding of attitudes, beliefs, values,
communication patterns and rules prior to the emergency
• Increase your understanding of the mechanics of
communication

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 Module 2
Disaster Communications Basic Communication Skills

• Components of Communication (continued)

– Four critical steps that your audience must complete
to receive a message
• Hear
• Understand
• Believe
• Personalize

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 Module 2
Disaster Communications Basic Communication Skills

• Communication is a two-way process

– The sender sends a message
– The receiver gets the message and personalizes it
– The receiver sends feedback, becoming a sender
– The original sender now becomes a receiver and reacts
to the feedback
– A new communication sequence can be initiated

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 Module 2
Disaster Communications Basic Communication Skills

• Communication is a two-way process (continued)

– Although disaster managers must use various channels of
communication, not only face-to-face, the send/receive model
still applies
– Some channels of communication may not allow you to receive
the feedback instantaneously – for example, a radio broadcast
may elicit feedback at the next community meeting
– An effective communicator actively seeks feedback
– Listening behaviors and skills are essential

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 Module 2
Disaster Communications Basic Communication Skills

• Hearing vs. Listening

– Hearing is a sensory experience
– Listening is a voluntary activity; it includes interpreting
and applying empathy

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 Module 2
Disaster Communications Basic Communication Skills

• Active Listening
1. Decide to listen; concentrate on the speaker
2. Enter the speaker’s situation
3. Observe the speaker’s vocal inflection, level
of enthusiasm, style of delivery, facial
expressions and other non-verbal cues
4. Listen without interrupting
5. Confirm what you have heard
6. Provide feedback to the speaker
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 Module 2
Disaster Communications Basic Communication Skills

• Roadblocks to Effective Listening

– External roadblocks include distractions (noise),
environment (too hot, too cold, uncomfortable
seating).
– Internal roadblocks include emotional interference,
defensiveness, automatic dismissal, resistance to
change, stereotyping, etc.

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 Module 2
Disaster Communications Basic Communication Skills

• Tips for Active Listening

– Adjust your body posture
– Give verbal or nonverbal acknowledgement
– Avoid distracting behavior

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 Module 2
Disaster Communications Basic Communication Skills

• Communication Variables
– Differences between the Sender and Receiver
– Differences in communication styles
– Differences in previous experience

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 Module 2
Disaster Communications Basic Communication Skills

• Differences between the Sender and Receiver

– Attitudes
– Information level
– Communication skills
– Social systems
– Sensory channel
– Cultural differences

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 Module 2
Disaster Communications Basic Communication Skills

• Differences in Communication Style

– Differences in communication style often create an
extra challenge.
– Behavior patterns form our personal communication
styles. These patterns can be productive,
nonproductive, or even counterproductive, and the
interplay of these styles affects the effectiveness of
communications.

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 Module 2
Disaster Communications Basic Communication Skills

• Differences in Previous Experiences

– Differences in previous experiences create a filter
through which each of us ‘hear’ the world. Inference,
judgment, and generalization can become as
significant as facts.

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Group
Activity

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Personal Application

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Learning
Check

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Disaster Communications

Ministry of Agriculture and Rural Development

Module 3
Communicating in an Emergency

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 Module 3
Disaster Communications Communicating in an Emergency

• Objectives
– Describe how day-to-day communication differs from
emergency communication.
– Select the most appropriate form of communication for
a given situation.

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 Module 3
Disaster Communications Communicating in an Emergency

• Introduction
– During a disaster, people depend on information for
physical and emotional comfort. To be effective,
emergency communications must be timely, accurate
and clearly stated.

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 Module 3
Disaster Communications Communicating in an Emergency

• Characteristics of Emergency
Communications
– Emergency information is important
– Effective emergency communications follow certain
principles
– Timeliness is essential
– Emergency messages require a response
– There are barriers to communication

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 Module 3
Disaster Communications Communicating in an Emergency

• Emergency information is important

– It can mean the difference between life or death for
those at risk
– It provides reassurance that response and recovery are
underway

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 Module 3
Disaster Communications Communicating in an Emergency

• Principles for Effective Emergency

Communications
– Involve formal and informal leaders/stakeholders that
can help you reach the target audience
– Customize the message content and the channel to
match the intended receivers
– Create ownership of the message by communities at
risk

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 Module 3
Disaster Communications Communicating in an Emergency

• Timeliness is Essential
– Avoid rumor and speculation by making official
information readily available
– Prepare in advance by knowing the protocol and
deadlines for various media channels
– Have established relationships with media personnel

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 Module 3
Disaster Communications Communicating in an Emergency

• Emergency Messages Require Response

– Emergency communications differ from other kinds of
messages because their purpose is often to elicit a specific
response from the public rather than merely raise
awareness or provide knowledge, as might be the case in
other phases of disaster management.
• Barriers to Communication
– It is more difficult for people to hear messages
during a disaster. Stress, change of routine, and
lack of sleep all can be hurdles to.

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 Module 3
Disaster Communications Communicating in an Emergency

• Partner to Ensure That All Messages are

Consistent
– All messages sent through all channels of
communication should “speak with one voice”
– Partners to consider include:
• Disaster management officials
• Health officials
• Local, provincial, and central officials from other sectors
• NGO’s and the media

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 Module 3
Disaster Communications Communicating in an Emergency

• Communication Tips
– Ensure your message is clear!
• Present information in sequence; include purpose,
supporting documentation and a conclusion
• Be concise and avoid jargon, codes and acronyms
• Use common names for personnel and facilities
• Omit unnecessary details
• Synchronize message with other related authorities and be
consistent across mediums

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Group
Activity

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 Module 3
Disaster Communications Communicating in an Emergency

• Types of Communication
– Oral Communication
– Print Communication
– Electronic Communication

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 Module 3
Disaster Communications Communicating in an Emergency

• Oral Communication is fluid and dynamic, shaped

by speaker and audience, and enhanced by nonverbal
cues. Examples:
– Individual briefings
– Phone conversations
– Public speeches
– On-air interviews
– On-site press gatherings
– Public Service Announcements
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 Module 3
Disaster Communications Communicating in an Emergency

• Print Communication is static, can be passed on

intact, and exists independent of human memory.
Examples include:
– Facsimile transmissions
– E-mail
– Public notices, fact sheets or flyers
– Billboards and posters
– Press Releases or feature articles
– Internet postings
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 Module 3
Disaster Communications Communicating in an Emergency

• Appendix A: Sample Print Communications

– Press Release
– Incident Fact Sheet
– Information Sheet
– Checklist

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 Module 3
Disaster Communications Communicating in an Emergency

• Electronic Communication is used to rapidly

reach the widest audience. Examples include:
– Television and radio
– Internet sites
– News stories
– Twitter, Facebook and other social networking sites
– Text or SMS messaging

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 Module 3
Disaster Communications Communicating in an Emergency

• Choosing the Most Effective Communication

Channel:
– Reach the identified target audience
– Deliver the message when needed, as long as it is
needed
– Deliver the message reliably
– Enhance comprehension of content
– Accessible within resource limitations

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Group
Activity

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Learning
Check

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Disaster Communications

Ministry of Agriculture and Rural Development

Module 4
Identifying Community-specific
Communication Issues

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 Module 4
Disaster Communications Identifying Community-specific
Communication Issues

• Objectives
– Identify potential verbal and nonverbal communication
issues related to age, culture, language or disability.
– Identify groups in your community that require special
consideration when you are preparing and delivering
emergency communication.
– Develop a strategy to effectively meet the special
communication needs in the community.

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 Module 4
Disaster Communications Identifying Community-specific
Communication Issues

• Introduction
– You have learned basic communication skills and how
communicating in an emergency is different from other
communicating.
– Have you considered that some people in your community may
have specific communication needs that may require you to
change the way you communicate with them in an emergency?
– Lets look at why traditional messages do not always work with
all audiences or with special-needs groups.

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Group
Activity

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 Module 4
Disaster Communications Identifying Community-specific
Communication Issues

• Developing a Strategy to Meet Special

Communication Needs
– Attend cultural events
– Speak with leaders of the subgroups in your
community
– Read news articles to gain more insight
– Be sensitive to “puzzled” looks and changes in non-
verbal cues that might indicate your message is not
being received

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 Module 4
Disaster Communications Identifying Community-specific
Communication Issues

• Improving Communication with the

Community
– It is critical that you take into account cultural
differences when addressing communications
across cultures or to those with special needs.
• Don’t assume sameness
• Don’t assume that you understand what the other
person means
• Don’t inadvertently cause the behavior

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 Personal
Application

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Learning
Check

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Disaster Communications

Ministry of Agriculture and Rural Development

Module 5
Technology as a Communications Tool

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 Module 5
Disaster Communications Technology as a Communications
Tool

• Objectives
– Determine how and when technology can assist you
with communications.
– Identify appropriate and inappropriate uses of e-mail,
the internet, and other technologies.
– Select the best mix of high- and low-tech media.

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 Module 5
Disaster Communications Technology as a Communications
Tool

• Technology as a tool
– Selecting the best technology to support your message
maximizes its impact
– Changing the technology used is rarely the solution to
a communications problem
– There is no correlation between the complexity of the
technology and the effectiveness of the
communication

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 Module 5
Disaster Communications Technology as a Communications
Tool

• Technologies That Can Support

Communication
– Telephone
– Telecommunications Device for the Deaf
– Emergency Radios
– Fax
– E-mail
– Microphones and Overhead Projection Equipment
– Public Address System

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 Module 5
Disaster Communications Technology as a Communications
Tool

• Considerations When Choosing Technology

to Support Communication
– Sensitivity of information/privacy
– Concentrated or disbursed audience
– Simple or complex information
– Need to disseminate information quickly
– Need for documentation (suggesting printed materials
or the ability to receive a confirmation)
– Amount of time information needs to be available
– How quickly or often the information will need to be
updated
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 Module 5
Disaster Communications Technology as a Communications
Tool

• Considerations When Choosing Technology

to Support Communication (continued)
– How the audience is equipped
– Status of communications infrastructure (i.e., has
there been a service interruption)
– Possibility of combining technologies (high and low
tech) to meet the requirements of the situation and the
needs of the audience

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Group
Activity

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Case
Study

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 Personal
Application

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Learning
Check

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Disaster Communications

Ministry of Agriculture and Rural Development

Module 6
Effective Oral Communication

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 Module 6
Disaster Communications Effective Oral Communication

• Objectives
– Determine the appropriate type of oral communication
for the message and audience.
– Analyze your nonverbal cues to determine if they may
interfere with your message and how.
– Use nonverbal cues displayed by an audience to
improve the effectiveness of your communication.
– Recognize appropriate and inappropriate uses of
humor in oral communication.

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 Module 6
Disaster Communications Effective Oral Communication

• Matching the Type of Communication to

Message and Audience
– Types of Oral Communication
• One-on-one conversations
• Small group discussions
• Public presentations
• Media interviews

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 Module 6
Disaster Communications Effective Oral Communication

• Matching the Type of Communication to

Message and Audience (continued)
– Considerations when matching the type of
communication to the message and audience
• Whether information is personal or private
• Whether it is important to foster collaboration and to get
input/feedback from participants
• Whether recipients will have many questions
• The need to communicate a standard message to a massive
audience
• The need to control the message
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Group Activity

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 Module 6
Disaster Communications Effective Oral Communication

• Oral Communications with Mass Media

– Establish credible and productive working relationships
with representatives of the media
– Recognize that the audience is the general public not
the media representative; craft your message
accordingly
– Recognize that media representatives or their
organizations can distort your message through error,
incomplete context, or emphasis on non-essential facts

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 Module 6
Disaster Communications Effective Oral Communication

• Oral Communications with Mass Media

(continued)
– Minimizing misunderstandings
• Work actively to keep the media informed
• Keep up-to-date contact lists for media representatives
• Be aware of media deadlines
• Respond to media inquiries promptly
• Be respectful and tactful, even if you are asked questions
that make you uncomfortable
• Be honest about what you know, and offer to seek answers
for what you do not know

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 Module 6
Disaster Communications Effective Oral Communication

• Nonverbal Cues
– More than half of face-to-face communication is
expressed through nonverbal cues
– It is important to be able to read others’ nonverbal
cues and to understand how you can “speak”
nonverbally to amplify your message
– Reading nonverbal cues can help you to know if your
audience is receiving and understanding your
communication

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 Module 6
Disaster Communications Effective Oral Communication

• Nonverbal Cues (continued)

– Ways that people communicate nonverbally
• Eye movements
• Tone of voice
• Volume of expression
• Gestures
• Body posture

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 Module 6
Disaster Communications Effective Oral Communication

• Nonverbal Cues (continued)

– Messages that are communicated nonverbally
• Attitudes
• Emotions
• State of mind

Multiple nonverbal cues “clustered” together are more significant than a

single cue and can be used to detect a change in attitude, receptivity to the
message, or a particular state of mind

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Demonstration

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Exercise

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