Communicating Hurricane Evacuation Orders: A Case Study
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Leadership & Media Communication in the Face of a Potentially Catastrophic Hurricane
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This is an old presentation from 2006 on leadership and media communication in the wake of Hurricane Rita. Considering the threat posed by Hurricane Sandy and the extent of the evacuation orders all along the East Coast, I figured it might be a timely presentation to share. Full citation: Weisgerber, C. & Butler, S. (2006, April). “Should we stay or should we go? Leadership communication in the face of a potentially catastrophic hurricane”. Paper presented to the Crisis Communication Division of the Southern States Communication Association, Dallas, TX.
Transcript of Communicating Hurricane Evacuation Orders: A Case Study
Leadership & Media Communication in the Face of a Potentially Catastrophic Hurricane
NOAA MediaOfficialsInsiders
Aid Services1st Responders
Media Public
Discussion
Experience
Media
Intensification Loop
Context: Hurricane Katrina
Hurricane Rita: Crisis Communication Model
Gatekeeping functions & sensationalism reduces the Cone of Uncertainty.Path of devastation becomes inevitable.Discussion of alternative scenario becomes irresponsible.
“When this is over and everybody’s home, two things need to be investigated and corrected: Houston’s evacuation plans - and television news’ role in making us all crazy this past week.” Ken Hoffman (Houston Chronicle)
MEDIA COMMUNICATION
‣ An official category 5 monster
‣ The most powerful hurricane ever to enter the gulf
‣ One of the largest storms ever to hit the Gulf Coast
‣ One of the largest and most destructive storms that people in these parts have ever seen
‣ Third strongest Atlantic hurricane ever recorded
‣ A very enormous storm
‣ The worst of hurricanes
‣ About as strong as a hurricane gets
Naming the Storm in the Media(Examples from news broadcasts between Sept. 21 & Sept. 22)
Media Descriptions of Worst Case Scenarios
“Pretty much everything in its path is going down, Wolf. Well constructed buildings, they’d have to be pretty solid concrete to be able to sustain winds like that.” CNN meteorologist
“Well-built homes will be destroyed. [...] But well-constructed homes, (will be) very well demolished through the storm system, not much can survive that.” CNN meteorologist
“Residences and industrial buildings (will) be destroyed. All shrubs, trees, signs (will be) blown down.”
“There could be as much as $73 billion worth of damage, 124 million tons of debris, destroying maybe 120,000 homes.”
Graphics as Fear Appeals
“You see Galveston there, the inlet. What we’re talking about, if you went to this category of storm would be flooding [sic] that would make the picture look like that.”
“Basically the island would disappear underwater.”
“Essentially it would all go completely underwater.”
-- Wolf Blitzer talking to CNN correspondent (The Situation Room, Sept. 21)
Amplifying the Problem in the NewsThe Situation Room with Wolf Blitzer (Sept. 21, 2005)
Blitzer: Hurricane Rita now officially a Category 5 monster [...] the mayor now calling for a voluntary evacuation of the Houston area. That’s about 4 million people in the Greater Houston Metropolitan Area. Mayor Bill White said this only a few moments ago.
(Begin Video Clip)
White: All people who are in the storm surge areas, all the regions, A, B, and C, are encouraged to evacuate.
NOAA MediaOfficialsInsiders
Aid Services1st Responders
Media Public
Discussion
Experience
Media
Intensification Loop
Context: Hurricane Katrina
Hurricane Rita: Crisis Communication Model
Mandatory, voluntary, or general evacuation?
“We are calling for voluntary evacuation from several different areas.” Mayor Bill White, Sept. 21.
“Is there a mandatory evacuation in Houston or is this simply voluntary?” “There is a mandatory, and mandatory does not mean that we’re going to force people to leave.” Wolf Blitzer talking to Houston Police Chief Harold Hurtt, Sept. 22.
“We’re not going to stop anybody. And now we are in the process of adjusting the plans to accommodate everybody that wants to leave.” Police Chief Hurtt, Sept. 22.
“If some people insist on staying -- perhaps they should write their Social Security numbers on their arms with indelible ink.” Louisiana Governor Kathleen Blanco & Port Lavaca Mayor Alan Tharling, Sept. 22.
42% of people outside evacuation areas left.
“You see Galveston there, the inlet. What we’re talking about, if you went to this category of storm would be flooding [sic] that would make the picture look like that.”
“Basically the island would disappear underwater.”
“Essentially it would all go completely underwater.”
-- Wolf Blitzer talking to CNN correspondent (The Situation Room, Sept. 21)
Messages before & during the evacuation
‣ Get water & batteries
‣ Stay on the evacuation route
‣ Fuel trucks are underway
‣ Contra-flow is about to open
‣ You made the right choice
‣ Drive until you find a hotel
Problem:
‣ No routes out & no gas
‣ No hotels
‣ 100+ degree heat
Official Advice: “Buy water and batteries”Empty store shelves in the wake of Rita
“You see Galveston there, the inlet. What we’re talking about, if you went to this category of storm would be flooding [sic] that would make the picture look like that.”
“Basically the island would disappear underwater.”
“Essentially it would all go completely underwater.”
-- Wolf Blitzer talking to CNN correspondent (The Situation Room, Sept. 21)
Messages before & during the evacuation
‣ Get water & batteries
‣ Stay on the evacuation route
‣ Fuel trucks are underway
‣ Contra-flow is about to open
‣ You made the right choice
‣ Drive until you find a hotel
Traffic
Traffic
21% spent 20 hours or more on the road
“You see Galveston there, the inlet. What we’re talking about, if you went to this category of storm would be flooding [sic] that would make the picture look like that.”
“Basically the island would disappear underwater.”
“Essentially it would all go completely underwater.”
-- Wolf Blitzer talking to CNN correspondent (The Situation Room, Sept. 21)
Messages before & during the evacuation
‣ Get water & batteries
‣ Stay on the evacuation route
‣ Fuel trucks are underway
‣ Contra-flow is about to open
‣ You made the right choice
‣ Drive until you find a hotel
“Drive until you find a hotel” Best Western Vacancies
“Drive until you find a hotel” Best Western Vacancies
‣ Media graphics as fear appeals
‣ Media discussion of worst case scenarios
‣ Media sensationalism in naming the storm
‣ Media misrepresentations of official messages
Rita: A Communication Crisis?
‣ Unclear evacuation orders
‣ Unhelpful advice to stranded motorists
‣ Exaggerated statements of the way back
Corinne Weisgerber, Ph.D.Associate Prof. of Communication St. Edward’s University@corinnew
Shannan Butler, Ph.D.Associate Prof. of Communication St. Edward’s University@shannanbutler
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