Today we’re shining a spotlight on the work of Lisa Robinson at BBC Media Action, the BBC’s international charity that works to provide impartial, impactful, trustworthy media to people in need so that they can make informed choices to transform their lives. All too often in the design of early warning and early action systems, stakeholders do not adequately recognise the importance of effective communication. However, without investment in this critical piece of the puzzle, early warnings may not be understood, trusted, or sufficiently motivating – which means early action will not be taken. Lisa’s work involves supporting media and other organisations around the world to jointly communicate about risk better and ensure that early warning and early action is normalised where it is needed. Lisa also co-chairs REAP’s Risk Communication Working Group, building shared understanding amongst international actors around how to advocate for and build effective risk communication systems.
1. Tell us about BBC Media Action's work on communicating for early warnings and early action - how do you hope to benefit vulnerable communities?
BBC Media Action supports media in low- to middle-income countries to meet the needs of local populations across a range of issues, focusing on governance, social inclusion, and climate action.
Media Action has supported early warning and early action by helping local media better understand how early warning systems work, what information audiences need, and how to engage better with a range of stakeholders, from climate scientists and government to civil society to communicate early warnings more effectively.
Vulnerable communities benefit when local media can communicate timely, trusted, clear, action-oriented early warnings at scale, and enable these groups to voice concerns and questions in ways that improve the early warning systems over time.
In addition, BBC Media Action has conducted research on why people who have received early warnings do not take early action in response. This insight can help practitioners across the sector think about how to communicate with the public about risk over time so that people are more likely to take early actions when prompted.
2. Can you give some examples of successful early warning/early action initiatives you have worked on?
I recently led a multi-country project called “Risk Communication for Early Action” (RiCA), in partnership with UNDRR.
In Somalia, Cambodia and Barbados, we convened key stakeholders from media, government, civil society, and others working on disaster risk and ran interactive workshops to improve how they could jointly communicate better with the public.
We conducted research with key influencers and audiences in each country and shared this with the stakeholders to inform their communication strategies going forward.
In Somalia, we focused learning on early warning and early action in conflict settings. In Cambodia, we focused on hard-to-reach populations due to geography, language, social barriers, and more. In Barbados, we focused on vulnerable populations that might be underserved by mainstream media (e.g. fisherfolk and the elderly) as well as the role that mis- and disinformation can play.
Globally, the project developed a “Pocket Guide on Risk Communication” with a focus on early warning and early action. It also developed an “Essential Research Guide” to inform risk communication strategies. Both are available to practitioners publicly.
3. How has being a REAP Partner helped you scale up your work?
REAP has convened conversations about communication for early warning and early action that have drawn out a wealth of knowledge among member organisations, enabling us all to learn from each other.
I was able to apply these connections and insights to practical projects (like RiCA, mentioned above) and align activities in ways that were most beneficial to everyone – and ultimately to people at risk who have benefitted from improved early warning systems.
4. What do you see as the next 1-2 priorities to tackle so that we can take early action to scale?
One priority is to engage with publics about risk and early warnings over the long term to shift knowledge, attitudes and preparedness so that they can take informed early action when the time is right. Working closely with local media to integrate discussions about risk, early warning and early action into creative, everyday programming is entirely possible but requires collaboration and investment.
Another priority is to consistently measure the impact of risk communication and early warning to determine what works. Too often the communication ‘product’ is judged by how it looks or sounds, as opposed to how robust the strategy was behind it and whether people took action as a result.
We know what needs to be done for more effective early warning communication and early action. With REAP’s help, we can join forces and do it!