The Appropriateness of Emergency Communication Channels Used by the Garissa County Crisis Team: Case of the 2018 Floods in Bura East Ward

Abstract

This study sought to review the appropriateness of communication channels used by Garissa County crisis team during the 2018 floods in Bura East Ward. Specific objectives of the study were; to identify the communication channels used by the crisis team to communicate with the community; to investigate the community sources of information on floods, and, to examine the appropriateness of communication channels used in disseminating emergency information on floods. Classical Rhetoric theory was used to explain how a channel for message delivery influences perception while participatory communication theory expounded on the importance of audience research to best understand the communication needs of the target audience. Exploratory design was used to gain insights into this fairly new phenomenon of floods in Bura East. The study employed a qualitative research approach. Purposive sampling was applied to sample 15 key informant interviews, and members of three focus group discussions. The data was presented in a narrative format and analysed thematically. The study established that the channels used by the crisis team to communicate to the community are incongruent with the community sources of information. In addition, there are unresolved and underlying issues breeding resistance like, differences in wetland management and border wrangles between Tana River and Garissa Counties. Lastly, the study found that audience research was not conducted to understand the community’s information needs in order to design the best tools to use to communicate with them. The study recommends that the crisis team should diversify their channels of communication to include: youth leaders, farmer groups and bandas which are more accessible to the community in Bura East. Similarly, the community should also embrace other communication channels like apps, short message service and broadcast media in order to get richer information. Further, the study recommends use of imagery by media and other communicators to lay emphasis and appeal to the emotional part of the recipients. Additionally, audience research should be carried out to understand the recipient community, come up with proper messages, and choose the right channels. Research, too, should inform policy and collaborative relationships amongst the crisis team members.