The Canterbury Tales: Lessons from the Canterbury Earthquake Sequence to Inform Better Public Communication Models

Abstract:

This research evaluates the public education earthquake information prior to the Canterbury Earthquake sequence (2010-present), and examines communication learnings to create recommendations for improvement in implementation for these types of campaigns in future. The research comes from a practitioner perspective of someone who worked on these campaigns in Canterbury prior to the Earthquake Sequence and who also was the Public Information Manager Second in Command during the earthquake response in February 2011.

Documents, specifically those addressing seismic risk, that were created prior to the earthquake sequence, were analyzed, using a “best practice matrix” created by the researcher, for how closely these aligned to best practice academic research. Readability tests and word counts are also employed to assist with triangulation of the data as was practitioner involvement. This research also outlines the lessons learned by practitioners and explores their experiences in regards to creating these materials and how they perceive these now, given all that has happened since the inception of the booklets. The findings from the research showed these documents lacked many of the attributes of best practice. The overly long, jargon filled text had little positive outcome expectancy messages. This probably would have failed to persuade anyone that earthquakes were a real threat in Canterbury. Paradoxically, it is likely these booklets may have created fatalism in publics who read the booklets. While the overall intention was positive, for scientists to explain earthquakes, tsunami, landslides and other risks to encourage the public to prepare for these events, the implementation could be greatly improved. This final component of the research highlights points of improvement for implementation for more successful campaigns in future.

The importance of preparedness and science information campaigns can be not only in preparing the population but also into development of crisis communication plans. These plans are prepared in advance of a major emergency and symbiotic development of strategies, messages, themes and organizational structures in the preparedness stage can impact successful crisis communication plan implementation during an emergency.