Bushfire and the role of the media
Role of the media
The media plays an important role in bushfire awareness, particularly when it comes to communicating safety and preparedness messaging and emergency warnings.
It’s crucial the public are kept informed through every stage of a disaster, in the lead up to, during, and in the aftermath of an event.
This work is vital but also requires nuance, with an obligation to provide accurate and clear messaging that keeps communities alert to any threat without causing widespread panic.
Media reporting heavily influences community perception around what’s happening on the ground and whether they have confidence in disaster response and recovery efforts.
It’s in everyone’s interests – community, frontline agencies and media – that correct information is being circulated, to avoid misinterpretation or a sensational reactions at times of crisis.
An understanding of disaster management arrangements in Queensland also provides valuable insight into the chain of responsibility and activities carried out by authorities during an emergency.
This includes knowing where to get the most current disaster information to report accurately while managing competing priorities and deadlines.
Bushfires are terrifying events and no one should underestimate their impacts on a community and its residents.
The trauma caused is often unseen, and those who have had to leave their homes or shelter in evacuation centres may find it difficult to share their experience publicly.
Impact of media reporting on the community
Accurate and reliable information
During an emergency, the community expects media reporting to be timely, clear, accurate and reliable.
Consistent with these expectations, the public will choose a media source based on the quality of the information, the manner in which it is presented, and its timely availability.
Community vs Audience
Understanding the audience when reporting on an emergency is crucial.
There are communities who are living the emergency, and there is the rest of the audience who want to know about the emergency.
Frequent and tight deadlines provide a level of pressure on news reporting that is often not helpful to the community living the emergency.
The workflow and structure of disaster management authorities in Queensland means new information won’t be available on the hour, every hour.
Alternative sources of information through interviews on the ground give the fresh updates media outlets and audiences want.
Often in these circumstances the interviewee provides new information or very specific details of an event that may not be confirmed or even known by the emergency authorities.
A benefit of media being in an impacted community during an emergency is they can relay information from the ground to relevant authorities.
Interviews with people directly experiencing the disaster should be done with the understanding this is an individual’s experience, and that experience has been traumatic.
Recent bushfires in southern Queensland have highlighted how distressing fires are to individuals and communities.
Media was not given access to evacuation centres to ensure the safety and welfare of evacuees, allowing people to shower, eat, rest and access community services in privacy.
Reporters need to be mindful of their presence in a disaster zone, making sure it’s not intrusive and does not add to a person’s distress.
Take, rather than give guidance, from any interviewee following a disaster event.
Working together in a disaster
Although going about their work in different ways, emergency authorities and the media have one common goal: helping impacted community.
Authorities need the media to get information to the community and the media relies on authorities to get correct and reliable information for the wider public.
Recognising the benefits of both sources of information will ensure the best outcomes for people impacted directly by severe weather.
Finding someone to blame
Research shows people look to blame someone for a bushfire more than any other disaster.
Whether it’s a potential arsonist or prior activities by a business or government agency, there is often a push to place responsibility on an individual or organisation, which is an unhelpful approach, particularly when emotions are heightened.
In the pursuit of “quick clicks”, finding someone to blame for a bushfire only promotes the spread of misinformation, especially on social media and throughout community pages and networks.
It also ignores or brushes over other prevailing factors that may have contributed to a fire, for example drought conditions increasing fuel load. This results in reduced understanding of true cause and effect, and impacts communities’ ability to improve resilience against future bushfires.
Extinguishing bushfire myths and misconceptions
Understanding common myths about bushfires helps to ensure our communities are well informed when media reports on these events.
Learn about bushfire myths including wind direction, speed, embers, ignition, surface fuel and canopy fires.