DISASTER COMMUNICATION STRATEGIES IN FLOOD RESPONSE: A CASE STUDY OF THE PUNJAB DISASTER MANAGEMENT AUTHORITY (PDMA)

Abstract

Disaster communication has been discovered to be very effective in risk mitigation, preparedness, and management of flood response. This paper examines the disaster communication efforts of the Punjab Disaster Management Authority (PDMA), specifically focusing on how Facebook and X were used during the floods in Punjab. The research employed the quantitative design method, and a sample of 1,600 youths of the age group 18-25 years was used across eight flood-prone districts. The study examines how PDMA communication campaigns affect the population's awareness, community involvement, information-seeking behaviour, behaviour change, and participation in holistic disaster management, including prevention, preparedness, response, and recovery. According to the descriptive statistics, the mean scores for all significant variables are above the overall average, indicating a generally positive attitude toward and positive results from PDMA's disaster communication activities. Factor analysis has high construct validity, as evidenced by high sampling adequacy and high variance explained. The independent-samples tests revealed that there was no significant difference between the genders, which means that there was equal access to the communication campaigns. However, one-way ANOVA indicates significant differences between groups in all the major variables, and indicates that there is campaign efficacy based on exposure, previous flood experience, and engagement. The findings indicate that PDMA's use of social media to facilitate catastrophe communication programs was effective in increasing flood preparedness, awareness, and adaptive behaviour. At the same time, the identified group-level differences indicate that more audience-specific, focused communication approaches would be needed. The study adds to the literature on disaster communication. It offers viable ideas for enhancing social media-based approaches to managing disasters and fostering community resilience to floods in flood-prone regions of Punjab.