Proceedings of Coastal Zone 07 Portland, Oregon July 22 to 26, 2007 EMERGENCY COMMUNICATION AND RISK PERCEPTIONS IN NORTH CAROLINA’S COASTAL ZONE Heather Ward, Coastal Resources Management, East Carolina University Donna Kain, Department of English, East Carolina University Catherine Smith, Department of English, East Carolina University Tom Crawford, Department of Geography, East Carolina University John Howard, Department of Communications, East Carolina University Keywords: emergency communication, hazard response, and risk perceptions ABSTRACT Emergency communication is complex and multi-directional. The goal of our interdisciplinary project is to develop a method to study emergency communication and risk perceptions related to hurricanes and tropical storms along North Carolina’s coast beginning with a pilot study in Dare County. Over a four month period, we interviewed emergency planners and public information officers in multiple coastal counties, reviewed official communication operating procedures, and used several techniques to collect 55 surveys from people living or working in Dare County. Preliminary data indicates that emergency planners and public information officers assume that residents are primarily concerned with personal and family safety. However, initial analysis suggests that residents collect multiple sources of information and weigh a host of factors as they choose whether or not to evacuate, prioritizing them almost on an individual basis. Because risk perceptions and decision-making processes are nuanced and dynamic, analyzing communication from hazard planning to disaster response almost certainly requires integrative thinking and multi-disciplinary approaches. INTRODUCTION Almost every disaster after-action report identifies communication as a major failing, yet few comprehensive textbooks on natural hazards discuss emergency communication. Little published in academic literature considers communication before and during hurricanes and its connection to risk perceptions. Were pre-storm warnings persuasive and broadcast widely enough? Did people understand the severity of the approaching storm and, if so, why did some ignore evacuation recommendations? Which communication networks become the most important when electricity is out and guidance from above limited? Community leaders publish warnings and bulletins related to storm preparedness, weather updates, and the availability of shelters, clean drinking water and other necessities. Residents receive and process these warnings in complicated ways, using expert assessments from the National Hurricane Center, past personal experience with storms, family wishes, and practical concerns that may include pet ownership or congested evacuation routes. • To investigate the situated nature of the relationship between emergency communication and decision-making, we draw on methods used in research conducted at the University of North Carolina, Chapel Hill that helped improve