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Published on: November 21, 2017
Trust-Building Communication for Extreme Heat Preparedness
L D Mattson1, Bradley J Adame2
1Department of Humanities & Communication, Embry-Riddle Aeronautical University, 1 Aerospace Blvd, Daytona Beach, Florida, 32114, USA.
Summary
Building trust in emergency management agencies is key for effective extreme heat communication. Local agencies are perceived as more trustworthy, improving public risk perception and preparedness.
Area of Science:
- Environmental Psychology
- Risk Communication
- Climate Change Adaptation
Background:
- Extreme heat events present significant risk management and communication challenges.
- Public trust in climate governance leaders is often low, impacting the effectiveness of risk messaging.
- Strategies for building trust in authoritative sources for public safety are not well-defined.
Purpose of the Study:
- To investigate the impact of trust-building messaging on public perception of emergency management agencies.
- To determine if different levels of government agencies (local, state, national) influence trustworthiness.
- To assess how enhanced trust affects public attitudes toward extreme heat risk and behavioral intentions.
Main Methods:
- A randomized, controlled factorial experiment with 12 message conditions was conducted.
- A politically representative US sample (N=551) viewed video messages manipulating trust in emergency management agencies.
- Validated scales measured perceived trustworthiness, risk attitudes, climate change attribution, and behavioral intentions.
Main Results:
- Experimental trust-building messaging significantly influenced perceived source trustworthiness.
- Local emergency management agencies were rated as more trustworthy than state or national agencies.
- Trust-building messages improved attitudes toward heat risk perception and behavioral intentions.
Conclusions:
- Trust-building strategies and framing messages around local agencies can enhance the persuasive efficacy of extreme heat preparedness communication.
- Findings offer practical implications for improving emergency risk messaging and public engagement on climate adaptation.
- Enhancing trust is crucial for effective public health and safety communication during climate-related emergencies.
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