170 8 Risk Communication Education for Local Emergency Managers: Using the CAUSE Model for Research, Education, and Outreach Katherine E. Rowan, Carl H. Botan, Gary L. Kreps, Sergei Samoilenko, and Karen Farnsworth George Mason University. Communication skills are integral to emergency management. Local emergency managers working for cities and counties throughout the United States cope with earthquakes, rail, air, and highway incidents, loods, droughts, ires, hurricanes, tornadoes, industrial accidents, cyber-terrorism, and terrorist attacks. They (a) gather information to analyze threats; (b) share information; (c) collabo- rate with all layers of government, businesses, schools, nonproits, and residents; (d) coordinate and release alerts and warnings; (e) plan and carry out evacuations, and (f) develop and implement public education programs (Bea, 2005; Drabek & Hoemer, 1991; U. S. DHS, 2006a). Each of these inherently communicative activities requires character, empathy, intelligence, leadership, and con- siderable communication skill. But despite the extent to which communication is inherent in emergency management work, the amount of formal communication education accessed by local emergency managers is not extensive. A 2006 survey of county emergency management ofices found that “over half of top emergency managers (57 percent) have more than a high school education, but only less than 10 percent hold either a bachelor’s or postgraduate degree within the ield [of emergency management]” (Clarke, 2006, p. 1). This is a severe problem considering that most emergency managers play important roles in improving public education and eliminating illiteracy regarding health, risk prevention, and safety. Currently, there are a number of initiatives aimed at supporting local emergency managers through advanced education (e.g., Emergency Management Institute, www.emilms.fema.gov; FEMA Higher Education Project, n.d.; Thomas & Mileti, 2003; USDHS, 2006b). In addition, prominent sociologists, communication scholars, and consultants offer seminars and consulting in risk and emergency communication (see, for example, Covello, www.centerforriskcommunication. com; Heath & Abel, 1996; Sandman, 1993, www.psandman.com). Continuing education is offered through the Centers for Disease Control and Prevention, and other federal and state ofices that up- date emergency managers on new threats such as pandemic lu (www.pandemiclu.gov). Heath_C008.indd 170 Heath_C008.indd 170 5/11/2008 11:27:18 AM 5/11/2008 11:27:18 AM