Risk Communication in Practice: Applying Risk Communication Theory to Multiple Audiences in FEMA Trailer Communication Strategy

While use of risk communication theory in environmental emergencies is well documented, its use in complex, long-term situations may be less understood. More than 18 months after Hurricane Katrina, concern emerged that trailers the federal government provided might contain unhealthy levels of formaldehyde. The Centers for Disease Control and Prevention (CDC) was asked to conduct studies to assist in understanding levels of formaldehyde in trailers and protective actions needed. At the same time, CDC undertook community outreach to share information about indoor air quality as well as any study findings. In the course of this activity, Congress initiated inquiries, news reporting increased, and lawsuits were filed.

Using risk communication theory and models as a foundation, CDC created a multi-functional communication structure. Theory informed practice in recommendations for communication plans, content and types of materials, communication channels. Audiences included trailer residents, health professionals, members of Congress. Audience needs and concerns and educational and resource levels were widely disparate. CDC customized communication to meet specific audience needs in a climate of uncertainty and rapid change, multiple competing interests, and public attention focused on establishing blame.

Dissemination of information is a recognized component of public health practice. In an era of 24-hour, personalized information, the challenge of customizing for multiple audiences can be daunting for public health agencies. Effective application of risk communication theory can inform health communication practitioners and assist in customizing strategies and products to meet audience-specific needs, even when events are emerging and changing.