Instructional Strategies for Tailoring Risk Communication Messaging

This project provides a framework for establishing communication strategies that, when implemented routinely prior to a crisis can reduce recovery time and enhance public resilience. Current research provides a detailed summary of effective crisis communication. Existing research, however, has only recently begun to evaluate the effectiveness of communication strategies used prior to an acute crisis event. This project focuses on two highly relevant communication aspects in maintaining or rebuilding public confidence—accepting uncertainty and self-protection (Seeger, 2006; Sellnow, Ulmer, Seeger, & Littlefield, 2009). We selected these two aspects because of their salience in current literature and because of our presumption that they have relevance to post-crisis recovery. This project will build on previous research that has (a) successfully identified the importance of instructional messages in raising the perceived level of self-efficacy in consumers, and (b) identified empirical linkages between message content (including inoculation, explanation, and recommended actions) and perceived confidence in both the relevant government agency and self-efficacy. Through the integration of these past studies, responders will gain the ability to reach appropriate consumer groups with the most effective tailored messaging intended to reduce public fear and avoidance behavior.