Working with Groups → Communications media

Communications media

Adequate, appropriate and timely communication is key to the success of disaster mitigation, preparedness, response and recovery. Using a variety of media can maximise access to information, and opportunities for feedback.

Communication is essential BEFORE disasters – e.g. early warnings; disaster preparedness and DURING the emergency - what to do; where to go/not go; updates on threats such as ‘after-shocks’; mobilisation of relief; public health campaigns.

Trends in Humanitarian Media

New technologies are developing all the time, and the humanitarian sector is working hard to find the most effective ways to embrace and use these advances, though it is important to ensure they do not exclude the affected population and in particular the most vulnerable groups.

Media	Uses	Limitations
Internet	Dedicated websites with up-to-date information. Can be interactive. Access to wide range of information.	Many people still cannot access the web, or are not web literate.
Call centres / Helplines	Offer timely, accurate, practical information on where to find and access humanitarian services.	Needs resources –staffing, input and feedback from wide range of stakeholders
Cell phones and SMS	Can be used in assessments. Can be 2-way to give and request information.	Needs access to phones, networks and literacy.
Social networking	Blogs, Facebook, Twitter , YouTube. Can be used for informal dissemination of information. Many organisations and clusters use these	Informal. Problems of access, and lack of control over content. Focus on younger population
Email	Useful for key stakeholders. Can be used to direct people to website. Personal approach.	Gathering email addresses; privacy; Information overload; keeping up-to-date addresses
Traditional Humanitarian Media
Newspaper / publications	Particularly effective for disaster preparedness, public health campaigns, advocacy messages.	Audience needs to be literate. Need journalist.
Leaflets / newsletters / posters / noticeboards	Easy to produce and distribute in large numbers. Useful to inform/ update passing audience. Easy to set up. Useful for bold simple messages	Needs a distribution process. No guarantee it is read. How to grab attention of targeted audience? Not interactive. Limited amount of information.
Video / CDs / DVDs	Useful training tool. Can be entertaining /overcome illiteracy Can be interactive. Use visual and audio. Can include a lot of information. Easy to distribute.	Needs equipment to view. Can be too generic. Can take time to produce and updating difficult.
Community networks	Word of mouth tends to spread quickly. Use existing structures.	Can be exclusive. Messages open to misinterpretation.
Story telling / theatre / games / photos etc.	Uses traditional methods to encourage exploration and learning. Strong learning tools for public health campaigns; disaster preparedness. Engaging, entertaining, inter-active,	Can be difficult to ensure message is clear. Need to be appropriate, and accurate. May still exclude some groups. Not appropriate for certain groups

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In deciding which media to use, consider.

What sources of information does the target audience normally use?
What about subgroups (women and men, children etc.) as access may be variable?
Can you use more than one media, to increase impact?
What technological limits might apply? (electricity, printing, transport, computers, internet access)
How much information, and what quality of information, would be most appropriate for this audience?
How quickly does the information need communicated?
What time do you have to prepare and develop?
Is there a standard message for a mass audience?
Do you need feedback?
Do you need a permanent record?
Does the message need regularly updated?
How can the impact be monitored?