FROM PERCEPTION TO CHANGE. A MODEL FOR PREVENTION COMMUNICATION

Abstract

The paper presents and discusses a model for prevention communication in relation to natural disasters based on the Italian campaign, “I do not take risks.” The model consists of: a) the four stages of change in the prevention communication process: 1) perception and relevance: how to perceive an issue or significant problem, 2) knowledge: how to deepen the characteristics of the issue or problem that an individual considers relevant, 3) incorporation: how does one incorporate the issue into the imaginary, 4) change: how one can change behaviors and attitudes; b) the four principles of daily work for the prevention of communication: 1) monitor the media on a daily basis, 2) read the public space, 3) deal with the operators of information, 4) analyze the media landscape of the theme; c) the five dimensions of communication prevention strategy: 1) popularity in the messages, 2) use of narratives, 3) ritual in communication actions, 4) colonizing the imaginary: imaginary appropriation of market communication, 5) media education: building knowledge and awareness among citizens; d) the four phases of prevention communication impact assessment: 1) objectives, 2) community analysis, 3) measurement of involvement and participation, 4) impact assessment.