During the 2012 National Earthquake Conference in April 2012, Kate Long, Cal EMA Earthquake and Tsunami Program Deputy presented during a plenary session on risk communication. Her presentation, “Awareness to Action: The role of value-based messaging in communicating actionable risk to the public” is described in the following abstract: Awareness to Action.
In 2011, California Earthquake Authority (CEA) and California Emergency Management Agency (Cal EMA) partnered Value-Based market research to develop of a communications strategy persuasive and effective in moving California residents to a higher level of earthquake preparedness than currently exists. Prior sociology research recommended that educators “brand the message” but did not address a key component of any communications strategy – “what to say” – that will move more Californians to take more readiness actions. Using Harris Interactive’s proprietary VISTA™ (Values In STrategy Assessment) methodology, research focused explicitly on understanding and identifying the most personally compelling personal values in the decision-making process. This approach allows identification of the underlying needs and motivations of California residents as it relates to readiness and preparedness; showing how the rational and emotional components of decision-making are linked. The outcome of VISTA™ is a communications template, or map, depicting the decision-making thought process that gives a blueprint for action – those important factors that motivate our target audience toward immediate and long-term action.
For more information, contact Kate Long, Cal EMA