The Queensland Fire and Emergency Services (QFES) are reliant on their owned media channels (website and social media channels) to communicate to the public during natural disasters such as cyclones, floods and bushfires. Done effectively, this content can be shared through earned media on other social platforms and via PR editorial delivered through mainstream media.
Whilst social media is a key channel for QFES to communicate to the public, it’s also an avenue the public use to share their own information and images during times of disaster. However the public’s information, whilst fast, is too often incorrect. And if people act on incorrect information, in the direst of situations they may evacuate when they shouldn’t or indeed not evacuate when they should. The consequences are grave including massive loss of property and lives.
Ansible was tasked by QFES to develop a solution that would enable a faster way to better inform the Queensland public through owned and earned media channels using verified information during the initial response to disasters such as floods, cyclones and bushfires. This information is critical for saving property and lives and should keep pace with public social media posts.