What's Happening?
Griffith University researcher Dr. Susan Grantham has recommended that Queensland authorities utilize TikTok and trusted influencers to improve communication during natural disasters. Her study, published in The Communication Review, analyzed government messaging during Tropical Cyclone Jasper in 2023 and Tropical Cyclone Kirrily in 2024. Grantham found that the reliance on political figures in disaster briefings diluted critical safety messages, leading to public disengagement. She emphasized the need for an integrated crisis communication strategy that combines traditional media with social platforms like TikTok to effectively counter misinformation and reach younger demographics.
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Why It's Important?
The recommendation to use TikTok and influencers highlights a shift in crisis communication strategies, recognizing the growing influence of social media platforms in disseminating information. This approach could significantly impact how government agencies engage with the public, especially younger audiences who primarily consume information through social media. By leveraging these platforms, authorities can ensure accurate and timely information reaches a broader audience, potentially increasing compliance with safety directives and reducing the spread of misinformation during emergencies.
What's Next?
Queensland authorities may consider formal partnerships with influencers to amplify official messages on platforms like TikTok. This strategy could involve creating engaging content that resonates with younger audiences, ensuring that critical safety information is effectively communicated. Additionally, government agencies might explore establishing a consistent presence on social media to guide narratives and counter misinformation in real-time, adapting their communication strategies to the evolving media landscape.
