1 / 15

Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico

Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico. Elizabeth Petrun Sayers 1 , Andrew M. Parker 1 , Rajeev Ramchand 1 , Melissa L. Finucane 1 , Vanessa A. Parks 2 1 RAND Gulf States Policy Institute, New Orleans, LA

gregory
Télécharger la présentation

Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Reaching Vulnerable Populations and Building Trust: Crisis Communication in the Gulf of Mexico Elizabeth Petrun Sayers1, Andrew M. Parker1, Rajeev Ramchand1, Melissa L. Finucane1, Vanessa A. Parks2 1 RAND Gulf States Policy Institute, New Orleans, LA 2 Louisiana State University, Baton Rouge, LA March 14, 2017

  2. Vulnerable populations: Who are they and why do they matter? • “any group that cannot be reached effectively during the initial phases of a public safety emergency with general public health messages delivered through mass communication channels” (Reynolds, 2007, p. 97) • Need to know which populations require specialized messages or communication during a crisis • Identify cultural differences among non-dominant groups • Determine if communication from the government or other authorities involved in disaster response is received differently by non-dominant groups • Failing to examine these needs could mean that vulnerable populations fail to receive risk/crisis communication; or receive communication that is unnecessary or confusing 2

  3. Demographics, Source Preferences, and Trust • A variety of factors will influence how individuals use and engage with media • Preferences and trust in sources vary with the availability of new channels (e.g. new media and explosion of mobile devices) • Although, trust in media today has fallen since the 1990s (Swift, 2016) • RQ1: How do demographic characteristics (i.e. sex, race/ethnicity, age, and education) affect source preferences? • RQ2: How do demographic characteristics (i.e. sex, race/ethnicity, age, and education) affect trust in information sources? 3

  4. Survey on Trauma, Resilience, and Opportunity in Neighborhoods in the Gulf 3 Counties N=375 2 Counties N=384 23 Counties N=529 12 Parishes N=609 16 Counties N=623 Probability-based telephone survey (landline/cell phone) Weights yield generalizable results Examine the effects of the DHOS 4

  5. Sample Spanned the Population of Gulf Coast Residents (Weighted) 5

  6. Results: Source Preferences, Relative to TV SEX (Ref=Female) RACE/ETH (Ref=White) AGE (Ref=35-64) EDUCATION (Ref=H.S.) 41% Television - Other 33% + 18-34 - 65+ + Bach. + Masters Internet 10% Print media - Blacks + Bach. + Masters 10% Word-of-mouth - Hispanics - 65+ + Less than H.S. - Vocational 5% Radio + Males - Blacks - 65+ 6

  7. Key Take-aways 7

  8. Results: Trust in Info. Sources SEX (Ref=Female) RACE/ETH (Ref=White) AGE (Ref=35-64) EDUCATION (Ref=H.S.) Mean; SE +Younger adults; +65 Doctor 2.94; 0.05 Local Media 2.33; 0.05 +Younger adults - Less than H.S. +Some college+ Academic 2.11; 0.05 - Some college - College Friends/Family 2.08; 0.05 + 65 Religious 1.99; 0.05 + Blacks + 65 National Media 1.86; 0.04 - Males + Blacks + 65 - Less than H.S. Business 1.67; 0.04 * To measure trust in doctors, respondents were asked about trust in health information 8

  9. Key Take-aways 9

  10. Conclusion • The U.S. Gulf Coast has unique source preferences that differ from the national population • This survey is the first of its kind to offer local insight to source preferences • Trust in information sources also varies; and is likely attributable to the unique social, political, and economic conditions • Response organizations tasked with mitigating the short and long term consequences of disasters may find this data useful • Reaching and cultivating trust with vulnerable populations is important for delivering essential messages and facilitating recovery 10

  11. Thank you!Contact: epetrun@rand.org

  12. Appendix: Demographic Pref. Literature

  13. Appendix: Trust Literature

  14. References • American Press Institute (API). (September 16, 2014a). News consumption patterns among African Americans and Hispanics. American Press Institute. Retrieved from: https://www.americanpressinstitute.org/publications/reports/survey-research/news-consumption-patterns-african-americans-hispanics/ • American Press Institute (API). (March 17, 2014b). Social and demographic differences in news habits and attitudes. American Press Institute. Retrieved from: https://www.americanpressinstitute.org/publications/reports/survey-research/social-demographic-differences-news-habits-attitudes/ • American Press Institute (API). (April 17, 2016). How trust differs across generation, socioeconomics, race and ethnicity, and gender. American Press Institute. Retrieved from https://www.americanpressinstitute.org/publications/reports/survey-research/news-trust-across-age-class-race-gender/ • Berube, A., & Katz, B. (2005). Katrina’s window: Confronting concentrated poverty across America. Brookings Institution. Retrieved from https://www.brookings.edu/research/katrinas-window-confronting-concentrated-poverty-across-america/ • Huang, E. (2009). The causes of youths' low news consumption and strategies for making youths happy news consumers. Convergence: The International Journal of Research into New Media Technologies, 15(1), 105-122. doi: 10.1177/1354856508097021 • Lasker, R. D., & Weiss, E. S. (2003). Broadening participation in community problem solving: a multidisciplinary model to support collaborative practice and research. Journal of Urban Health, 80(1), 14-47. doi: 10.1093/jurban/jtg014 • National Cancer Institute (NCI). (2012). Trust and use of media for health information among U.S. Hispanics. hints briefs. Retrieved from: https://hints.cancer.gov/docs/Briefs/HINTS_Brief_22.pdf

  15. References • National Oceanic Atmospheric Association (NOAA). (2011). New NOAA report highlights economic and ecological value of the Gulf coastal region. NOAA. Retrieved from http://www.noaanews.noaa.gov/stories2011/20110802_gulfataglance.html • Nielsen. (March 5, 2014). The female/ male digital divide. Nielsen. Retrieved from: http://www.nielsen.com/us/en/insights/news/2014/the-female-male-digital-divide.html • Norman, J. (July 8, 2016). Americans increasingly turning to specific sources for news. Gallup. Retrieved from: http://www.gallup.com/poll/193553/americans-increasingly-turn-specific-sources-news.aspx?g_source=position5&g_medium=related&g_campaign=tiles • Pew Research Center. (February 6, 2008). Where men and women differ in following the news. Pew Research Center. Retrieved from: http://www.pewresearch.org/2008/02/06/where-men-and-women-differ-in-following-the-news/ • Reynolds, B. (2007). Crisis and emergency risk communication: Pandemic influenza. Atlanta, GA: Centers for Disease Control and Prevention. • Riffkin, R. (September 28, 2015). Americans’ trust in media remains at historic low. Gallup. Retrieved from: http://www.gallup.com/poll/185927/americans-trust-media-remains-historical-low.aspx?g_source=position3&g_medium=related&g_campaign=tiles • Saad, L. (July 8, 2013). TV is Americans’ main source of news. Gallup. Retrieved from: http://www.gallup.com/poll/163412/americans-main-source-news.aspx • Swift, A. (September 14, 2016). American’s trust in mass media sinks to new low. Gallup. Retrieved from: http://www.gallup.com/poll/195542/americans-trust-mass-media-sinks-new-low.aspx

More Related