In 2020, public safety took on a new meaning as local officials and first responders alike were tasked with informing, protecting and responding to residents not just about issues related to the pandemic, but also the everyday emergencies that continue to occur. These stresses coupled with a year filled with social unrest, misinformation, political polarization and extreme weather have impacted those who are tasked with protecting the general public — and how the general public perceives them.
To understand more about these perceptions as well as the emergency communication challenges facing state and local agencies, we partnered with independent research firm, Researchscape, to field a national survey of more than 1,000 American adults in late 2020 and early 2021. In the survey, we asked questions about the vaccine rollout, trust in local officials and first responders, preferred methods of communication and more to get the public’s take on what needs to improve when it comes to public safety and emergency communications. Here’s what the survey found:
Trust in Coronavirus Guidelines and Vaccine Rollout
Only about a third of respondents (31%) say they completely trust updates from local officials about the coronavirus. While multiple factors contribute to that lack of trust, respondents are most likely to say it is because they don’t trust the facts local officials use to make their recommendations (57%), the recommendations and guidance change too frequently (54%) and that local officials exaggerate the severity of the situation (44%).
The survey also reveals most respondents lack solid knowledge of their state’s plan for vaccine rollout — even as those plans were already underway:
- Only 38% of respondents rate their knowledge of their state’s plan for vaccine rollout as excellent or good, and there is a near-even split between those who heard about vaccine rollout in their state (53%) and those who have not (47%).
- 75% of respondents have some level of confusion about where they fall in their state’s vaccination plans, and only 25% of respondents know exactly where they fall in their state’s rollout.
As public officials continue to communicate with residents on COVID-19 guidelines and vaccine distribution, direct alerts via phone calls and texts to residents emerge as the most trusted way to receive information from local officials: 34% of respondents say that receiving updates the way they choose, such as via text, email or phone call, would increase their level of trust.
Return to Public Spaces Brings Safety Concerns
With vaccination planned for the general population this summer, a return to gatherings brings safety concerns with it in the latter half of 2021. Most respondents are either very or somewhat concerned about acts of violence as they return to congregating in public spaces.
Public events like concerts and festivals, and locations such as malls and shopping centers, schools and universities are where respondents are most concerned about violence, with 75% or more very and somewhat concerned about acts of violence in each of those places. Schools and universities are among the places where respondents are concerned about acts of violence — which may signal a shift in focus back to school safety as students return to classrooms on a more regular basis later this year.
What does it All Mean?
Many factors — such as the spread of disinformation, social unrest and the COVID-19 crisis — likely contribute to the low level of trust we see between the public and officials tasked to protect them. This poses a big problem for local leaders who are trying to keep residents safe — especially during the ongoing pandemic.
However, it does not have to be this way— while the survey did highlight some areas that need improvement, it also showed some areas of promise. Many people are open to receiving communications, providing information to enhance emergency response and more — local leaders just need to know how to approach residents appropriately and rebuild that community trust. A few suggestions based on the survey findings include:
- Use voices your community trusts: While only 22% of respondents trust information from local officials, that number increased significantly when it comes to first responders. For example, 62% of respondents trust information from firefighters and 59% from EMTs. To improve community relations and trust, it may make sense for elected officials to take a backseat when it comes to sharing information and let public safety officials take the helm.
- ·Give residents options for communications: Many respondents shared that receiving direct alerts and getting personalized alerts would increase their trust in the information they received. State and local agencies should deploy technologies that give residents choices over how and when to receive alerts — and use that same technology to appropriately target those who need specific information. The more personalized local leaders can make updates, the more receptive residents will be and the more likely the information will be read.
- Apply technology to innovate on safety: Whether it’s through offering safety profiles, personalized outreach or other tactics, local agencies need to continue to collaborate and share data to ensure the best protection for the residents they serve.
There’s a general understanding that the events of the past year have been a challenge for public safety and local leaders as they tried to keep the public informed during the ongoing pandemic crisis. However, lessons learned from this time can also be used to rebuild trust in communities through smart and strategic communications in 2021 and beyond.
About the author: Todd Miller is the SVP of Strategic Programs at Rave Mobile Safety.
