Prevention of post-disaster sequelae through efficient communication planning: Analysis of information-seeking behaviors in Montana and Alabama

Background:  An integral aspect of emergency preparedness includes risk communication and information dissemination prior to and during disasters.  Timeliness, accuracy and mode of dissemination can influence preparedness, and help or hinder the subsequent response efforts. This study analyzes factors that influence preparedness and utilization of information sources during emergencies.

Methods: An analysis of Behavioral Risk Factor Surveillance System (BRFSS) 2012 data (n=16811) was conducted for Montana and Alabama. A multi-nominal logistic regression modeled the relationship between information sources with demographics and levels of preparedness.

Results: Approximately 40.4% of individuals use radio, 26.4% use television, and 21.8% use other outlets. Of the 40.4% that use radio, 3.8% did not have a radio and batteries.  The 21.17% of individuals without a radio were 1.47x more likely not to have specific information sources. This was significantly associated with actual preparedness (p= <.001), which is associated with perceived preparedness (p=<.001). Interestingly, a lack of preparedness indicated radio use (OR=1.1) or other sources (OR=1.25), over television. An income of >$75k increased Internet use (OR=1.36) and radio (OR=1.12) over television, and college graduates were 2.45x more likely to use Internet, and 1.6x more likely to use radio than individuals who did not graduate high school.

Conclusions: These findings allude to information seeking behaviors based on socioeconomic determinants of health. Differences in media reliance are important for increasing preparedness. Emergency managers need to be aware of the expectations citizens have for receiving information and what communication methods are appropriate for target populations.