Master the Disaster: States and Counties Take the Lead in Preparedness and Response
California is the figurative and literal epicenter for many of the most serious natural disasters. To their credit, local experts and authorities are facing these challenges head on. From floods, to wildfires, to earthquakes, California state agencies and counties are creating the best practices for preparedness and response. Below is an excerpt from a recent PR Week commentary from Patrick George, partner at KP Public Affairs, on the subject of natural disaster preparedness. The full commentary is available to subscribers here.
Over the summer in 2023, California experienced a series of weather events akin to a disaster movie – a massive deluge of rain, an earthquake, and a rare tornado. In a state accustomed to tests from mother nature, the past few days were without precedent. However, they are almost certain to be repeated and costly in California and elsewhere.
According to the National Centers for Environmental Information, which tracks annual costs of natural disasters, the U.S. experienced 18 separate weather and climate disasters in 2022 costing at least 1 billion dollars. Last year was the eighth consecutive year (2015-2022) in which 10 or more separate billion-dollar disaster events impacted the U.S.
To address the financial and human costs, awareness and education can help. State and county authorities can lead the way in preparation and response against unpredictable forces of nature. In doing so, they give the knowledge and tools needed for emergency response, law enforcement, employers, volunteers, and nonprofit relief organizations to play a role. Here are several key ingredients:
Coordinate messaging. State agencies and counties should originate messages about preparation and educating local residents on life-saving actions. For example, "drop, cover, and hold on" is the tried-and-true mantra in California for earthquakes. Other influential local organizations can bolster messaging within their networks to empower individuals to be prepared and poised for action.
Encourage technology adoption. From automated safety protocols in buildings to innovative apps like MyShake, which can provide a few seconds of notice before an earthquake strikes, state efforts are highly effective in encouraging adoptions. More than 2.7 million registered phones have downloaded the MyShake App and tens of thousands of alerts go out with each incident.
Engage in rapid response. In the recent weather events, California authorities employed various channels - traditional media, social networks, online platforms - to disseminate warnings, urging citizens to seek shelter and safety. In a disaster, the media are partners who can deliver crucial information swiftly.
Prioritize hard-to-reach populations. Vulnerable populations often bear the greatest risk and brunt of devastation. Through highly targeted outreach and community engagement, state and county agencies are credible sources who can ensure that the elderly, disabled, and underserved receive clear instructions and resources, fostering inclusivity and demonstrating that everyone's safety matters.
Track and document. In the chaotic aftermath of an act of God, state and county reports can serve as a reference point for evaluating message effectiveness, identifying successful tactics, and planning for the next event. These records can be shared with other regions facing similar challenges, ultimately enhancing overall disaster preparedness and response.
Though California appears to have averted the worst, the exact toll will be calculated over a matter of weeks and months. In that tabulation, state and county preparation and response outreach cannot be underestimated. By swiftly disseminating accurate information, fostering collaboration among stakeholders, and addressing the needs of vulnerable populations, tens of thousands heard and responded to instructions and stayed safe. Without a doubt, a skilled network of state and county professionals helped master these unpredictable challenges.
Patrick George is a partner at Sacramento-based KP Public Affairs. He has worked with state and local agencies, non-profits, and companies on disaster preparedness programs.
