Getting the Message Out Social Media and Word-of-Mouth as Effective Communication Methods during Emergencies
Wolkin, A., Schnall, A., Nakata, N., et al. (2019). Getting the Message Out: Social Media and Word-of-Mouth as Effective Communication Methods during Emergencies. Prehospital and Disaster Medicine. 34(1):89-94.
The authors used a rapid needs assessment to gather information on Americans’ preferred channels of information in an emergency. The study found that 75.0% of households used television as their primary information source; primary preference for social media ranged from 3.2%-41.8%, and 8.3%-10.4% of participants reported word of mouth was their main method of obtaining information. The study emphasizes the importance of multi-channel risk communication during emergencies.