IMPROVING COMMUNICATION STRATEGIES FOR EFFECTIVE FLOOD RISK MANAGEMENT

The role of flood risk management has become increasingly important in recent national and European legislation. For example, the Report of the Flood Policy Review Group informs policy in Ireland and promotes a shift towards flood management as an alternative to flood prevention. The management as opposed to the prevention of floods is also endorsed in the EU Floods Directive and requires member states to reduce and manage flood risks posed to human health, the environment, cultural heritage and economic activity by 2015. Effective communications strategies are recognised as essential components of flood risk management. However, strategies are commonly based on an information deficit model, which assumes that providing more information to the public at risk will produce more ‘rational’ responses. These strategies are based on the assumption that the public at risk will behave in a prescribed and predictable way when presented with the same flood related information. Such models however, fail to account for the uncertainty associated with the different ways in which people’s knowledge systems process and interpret this information. This uncertainty is referred to as interpretive uncertainty. It is not uncommon therefore, for very different and sometimes undesirable behavioural responses to result from those at risk when presented with flood related information. This paper presents the findings of a study that challenges the information deficit models and proposes instead that communications strategies for flood risk management reflect differences in individuals’ knowledge systems and the way in which information is processed and interpreted. The work is part of a larger ERA-Net CRUE project (UR flood ) and draws on the findings of a series of Irish case study areas. These include Ballinasloe, Co. Galway; Clonmel, Co. Tipperary; Wexford Town, Co. Wexford and an area in the catchment of the River Dodder in Dublin. Locations were chosen to encompass fluvial, pluvial, coastal, residual and ‘new’ flood risks. Extensive quantitative research was carried out in each case study area through self-completion postal questionnaires. Questionnaires were structured around key themes of risk awareness and perception, preparation for floods, previous flood experience, appropriate methods of receiving flood information and the understanding of uncertainty and risk in flood communications. Results from this survey are presented and both barriers and obstacles in flood communications strategies are identified. Following from this, recommendations are made for improving communication strategies. The paper will be useful to those involved in developing or improving local flood risk management plans in Ireland.