Media Relations and Disaster Scenario

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measures taken by governments and concerned authorities in disseminating information about impending natural calamities is a laudable gesture. It shows the care of the authorities towards its subjects appreciably. These communiques passed on through the many media are useful to not only take preventative measures and warding off more casualties when forewarned but also undertake rapid rescue actions where a calamity has struck. Natural calamities have both immediate as well as long-term effects. The personnel manning such communication facilities have to take split-second decisions in choosing the most effective way of passing on the risk situations that they receive. The issue discussed here is "what are the constituents of natural risk communication and also how such information should be meaningfully, economically, and securely delivered (Ahmad, et al., 2011).

In recent times, the environmental disaster is not a thing in passing. They are occurring with increasing frequency worldwide. It has started to affect people's psyche personally as well as whole communities more than ever before. They have affected not only materially and physically but also psychologically. Natural disasters halt economic growth and negatively affect the socio-political stability of nations. The emotional and physical costs to the society and communities are multidimensional, in that the scars left behind take longer to heal and require careful handling. The financial costs to reinstate the economic and commercial activities are enormous. It requires a large amount of time, energy, and resources to re-build a devastated region. The role of the local institutions in absorbing the intensity of the calamitous information has to be fully understood. After all the local communication construct eventually makes the region aware of the impending or transpired calamity, that is localized or even in far-off places. The repercussions of natural calamities can have far-reaching effect. It becomes the responsibility of the communication personnel to ensure that the local populace understands the full impact of the disaster. The mass media plays a vital role in accelerating the recovery process and its importance should be emphasized amongst the local population. Inadequate and improper preventive measures actuated by authorities, caused by limiting information of natural disasters have known to cause irreparable damage to property and also cause economic processes to halt or at least slowdown considerably. They also cause a huge loss of lives. Risk communications needs more attention in future to pre-empt losses accrued due to environmental calamities. (Ahmad, et al., 2011).

As per his research, the source that provided the information is not credible. That is mainly because of disparities in the cultural ethos and priorities of the media institutions of relevance. Therefore, Doran (2004) proposed a closer co-ordination between disaster management institutions and the media for disseminating data more accurately and efficiently (Ahmad, et al., 2011).

As a result, the United Nations (UN) has initiated formation of an Indian Ocean tsunami warning system in 2005, which will extend right up to the Atlantic Ocean. Such a warning system is imperative to disperse data and warning to regions in the vicinity of Pacific Ocean. Most of the populace comprehends the extent of damage wrought by natural calamities only after they are subjected to it. The developmental processes have taken a toll of the environment. The nature's sustainability has suffered, consequently. Information technology has opened up newer avenues to communicate emergencies. Environmental risks constitute of incidences or trends, caused by either nature or human beings that can potentially harm human well-being, life, or even whole ecosystems, including material assets or the economical dimension (i.e., commercial and social disruption).(Ahmad, et al., 2011)

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Proper planning makes it easy for the authorities to manage the natural disasters at a quicker pace and overcome the crisis that the country is facing. Operational and strategic planning establishes the top priorities and also shows the capability and the requirements of the disaster. This also helps to clearly see the picture and the stakeholders also carry on with the roles they have to perform (DHS, 2013).

Disappointment was shown during the hurricanes in Washington in 1989 and 1992 towards the officials of FEMA who did not perform properly during the disaster. A lot of delays had been made to deliver assistance and the matter was highlighted a lot in the media. Disaster control system has to be planned and built before time so that during the disaster or when there is a chance of a natural disaster, the authorities are prepared and the people suffering do not have to face any kind of delay.

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Blaming for the delay on the federal government or entirely on the authorities of FEMA is not a sensible action. The disaster control systems need immense practice and there have been more than 20 natural disasters during the 1980s. In order to confront and prevent future problems, there needs to be a strong communication link between the government and the authorities (Miskel, 2006). Learning from the past mistakes, FEMA planned out their future goals to prevent any crisis that arises. Some of their capabilities for preparedness include prevention of any disaster that arises, protecting the residents and citizens against the hazards and threats, fulfilling any loss that is suffered of property and respond in less time to save property, lives and other important needs of the people (National Preparedness Goal, 2011).

CDC in 2005 learnt a lot of new lessons when faced by Hurricane Katrina. It also supported the Health Department and organized themselves in a better manner to overcome other disasters. Several health issues that came up as a result of the hurricane were also helped by the CDC and more than seven hundred experts of CDC helped to overcome the different problems than came into existence and all than with better communication with the federal government as well (CDC, 2006).

Lately, the significance of communication with the masses in dealing with the destructive impact of naturally occurring disasters was taken up with not only scientists but also engineers and policy advisors in the government sector during the global Conference held on Natural Disaster Reduction along with the Roundtable conference on the Media, Disaster and Scientific Information. During these conferences, more than 5000 representatives originating from a number of countries highlighted that sensitive, precise as well as present communication methods can be the most effectual method to cut down not only the loss of lives but also property destruction. Furthermore, such methods can also enhance public awareness relating to climate change as well as environmental calamity. Only through effective interaction and communication can ordinary individuals be trained to be able to take practical steps to safeguard themselves from devastation when disasters take place (Wenham, 1994).

Worldwide media and engineering have changed the way individuals are getting access to information. Modes of communication have been revolutionized mostly in the recent century, which has hence had a huge effect on the public. Recent strides in communications are significant in tending to the effect of environmental calamities. It is a worthwhile notion to engender an explicit connects of reporters with authorities that anticipate natural calamities so that participation between these two entities can take place in an organized fashion. A meaningful connect thus formed prior to and in the aftermath of disasters permits planning and alleviation measures to be taken all the more adequately and thoroughly. Having encountered the fallout of calamities and having sentiments of affectability and trust, effective routines for correspondence between the two entities can help enhancing the nature of news providing details regarding the issue of natural calamities.

Katz et al. (1974) affirmed that the capacities of the mass communications as the "watchman" of the nature communicates mankind's characteristic response or reaction to increase security and insurance through data wherever media recipients are effectively subject to mass communications to acquire most recent data on happenings and advancements around them. In present times of digital communication devices, there is growing dependence on communication gadgets and facilities. Facebook Statistics (2011), report that over eight hundred million clients are active on it alone. All the more extensively, aggregate Internet clients have moved to over thirty percent of the world populace, that is in excess of 2,000,000 individuals (Internet World Statistics, 2011). General populace, conventional or advanced, relies on correspondence to make connections amongst themselves to live together, to proceed with standards and convention, and adapt to changes that is manifesting in the physical environment. Ball-Rokeach and Defleur (1976) stated that information have cognitive and emotional consequences for individuals. Reliance on mass communications will only increase when the drive, fulfillment, and security are in consonance with media framework. In view of study carried out by Henke (1985), the need among group of recipients to think about the nature's domain will accentuate the utilization of news media. Media works as the protector of mankind by continually reporting about any looming natural calamity. Media clients are said to be dynamic when they rely on upon media to get data on what is occurring.....

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