Identifying Trusted Sources for a Hurricane Event
Dr. Gina Eosco
Senior Social Scientist/Risk Communication Specialist, Eastern Research Group
@WxComm / @ERGupdate
Hurricanes are dangerous! Extreme winds, storm surge, inland flooding from heavy rains, and tornadoes can all be life threatening. Understanding your risk from these threats is important—and a trusted, credible source for hurricane information can help.
- The National Weather Service, including the National Hurricane Center
- TV stations
- Social media
- And others… like friends and family
But, are all sources of weather information the same? Are all sources trustworthy?
To answer that question, you first have to define what is meant by “trustworthy.” As it turns out, several factors contribute to people’s perceptions of trust, including the source’s knowledge and expertise, openness and honesty, and concern and care.[i] Using these factors of trust, here are some tips to identify trusted sources of hurricane information:
Does your source have hurricane knowledge and expertise? Knowledge and expertise are gained through a combination of study and practical experience. Does your source hire staff with degrees in meteorology? In addition to formal degrees, the American Meteorological Society certifies individuals who have “achieved a high level of competency in communicating complex weather.” The National Weather Association also offers a certification program. These certifications and corresponding logos are shown on TV next to a broadcaster’s name, online, or in someone’s biography.
Of equal importance is how many years of experience does your source have? Hurricanes are like fingerprints. No two storms are the same. Forecasters must observe, collect, and analyze complex data to determine the hurricane track, intensity, and potential impacts, like storm surge. It stands to reason that the more experience a source has with different storms, the more knowledge and expertise that individual has gained over time.
Determining if a source is open and honest is a bit more subjective. Here are a few guiding thoughts.
Does your source convey what he or she knows and doesn’t know? There is always some uncertainty with a storm. Communicating uncertainty is vital to an open dialogue about the risk of hurricanes. For example, during Hurricane Joaquin in September and October of 2015, the National Hurricane Center issued a new “key messages” section in their Tropical Cyclone Discussion and also sent it out on Twitter, at one point stating, “Because landfall, if it occurs, is still more than three days away, it’s too early to talk about specific wind, rain or surge impacts from Joaquin in the United States.” NHC openly shared what it did and did not know about the storm.
The last factor that leads to trust is perceiving that a source has concern and care for you. You might get the impression that a source feels concern and care by his or her tone of voice or word choice—but how do you really know? One way to gauge concern and care is by understanding the source’s mission. For instance, the National Hurricane Center explicitly states that its mission is
“To save lives, mitigate property loss, and improve economic efficiency by issuing the best watches, warnings, forecasts and analyses of hazardous tropical weather, and by increasing understanding of these hazards.”
Hurricanes can be fearful experiences to live through, and evacuation decisions can be equally as stressful. Hurricane risk information from a trusted source can calm those fears and provide the details you need to make an informed decision that is right for you.
Hurricanes may vary in their strength, but with trusted sources by your side, you can always remain #HurricaneStrong.
[i] Peters, R. G., Covello, V. T., & McCallum, D. B. (1997). The determinants of trust and credibility in environmental risk communication: An empirical study. Risk analysis, 17(1), 43-54.