The Hazelwood coal mine fire (near Morwell in regional Victoria) started on 9 February 2014 and burned for over six weeks. The Victorian Government established an independent Board of Inquiry to understand what went wrong and establish findings for the future. Redhanded, as specialists in communicating with regional and rural audiences, was asked to prepare an expert report and appear before the Inquiry to evaluate the communications from relevant authorities during the fire.
Redhanded undertook an extensive analysis of all available communications issued by authorities including the mine operator, CFA, EPA and Department of Health among others. Redhanded produced a detailed report and Lachlan Drummond, Strategic Director for Redhanded, was also asked to appear before the inquiry as an expert witness at the public hearings.
Redhanded contributed significantly to part five of the report, covering the area of communications, which can be found here:
http://report.hazelwoodinquiry.vic.gov.au/part-five-communications/communications/overview
A key finding was that authorities failed to fully understand the difference between information and communication and the demographic characteristics of the audience being targeted. An excerpt from the final report illustrates this:
“Mr Drummond explained to the board that the effectiveness of a communication method in informing or creating behaviour change is also determined by how well the chosen method resonates with the target audiences’ values. The Morwell region, like any community, required tailored communications that took into account particular social and demographic features.
The demographic data on inner regional Australia provides a rationale for the values that resonate with regional Australians. Values of higher prevalence in regional areas of Australia include high community orientation, Australian loyalty, traditionalists and political cautiousness. Mr Drummond reported to the board that these need to be understood clearly, before an event such as the Hazelwood mine fire, in order to develop suitable communications for regional areas.
As Mr Drummond explained: “In this case I would have thought that it would be standard practice, or perhaps best practice, to be prepared by understanding the demographic and social characteristics of the community, say of Morwell and the immediate surrounds…it would be critical and important to build contacts in advance of any crisis, contacts within the community, community leaders, develop networks, have relationships with editors and publishers of the local paper, and in effect build a team that, in the event of a crisis you can rally quickly.”
Those responsible for coordinating communications during the mine fire were only provided with demographic data on Morwell on 17 February 2014 (nine days into the fire) and acknowledged that Morwell, as a particular audience, should have been taken into account in advance of developing the communications strategy.
The Board of Inquiry accepted the report and testimony from Redhanded and made two specific communications-related recommendations including, 1. That the State reviews and revises its communication strategy and 2. That the State develop a community engagement model as part of its emergency management planning.
Redhanded was proud to be invited to assist the Board of Inquiry and the people of Morwell through our unique understanding of regional and rural audiences.