Flood Management Tool Series, Technical Document No. 22 ¦ 2015
The Tool “The Role of the Media in Flood Management” describes the potential functions of media during the whole flood management cycle, from prevention and awareness-raising, to emergency warnings, to relief measures and restoration. After defining the basic concepts of communication and risk perception, the publication shows how the intermediate position between decision-makers and the population occupied by media confers upon them the essential but delicate responsibility of bridging between the two parties. It is therefore suggested that the actual relation between media and floods could be transformed into a more effective contribution to the flood management process through the building of a cooperative relation with policy-makers, on one side, and the development of a Communication Strategy, on the other side. Finally, some good practice examples are provided for the main kinds of mass media, both from official and unofficial sources.