Blaming the message: population reaction to crisis information dissemination and its impact on household preparedness

Purpose This study aims to examine how the population’s reaction to crisis information dissemination can influence household preparedness. While crisis communication plays a crucial role in national emergency response strategies, the effectiveness of such communication depends on how receiving populations interpret and act upon the information. The research investigates the relationship between crisis information dissemination and household preparedness. Design/methodology/approach The study uses data from 15 household qualitative interviews from 2019 to 2021 on the crisis information brochure, “If Crisis or War Comes”, across Sweden, using the Situational Crisis Communication Theory (SCCT) framework to explore how crisis communication is perceived in light of household preparedness. The analysis focusses on perceptions and significance of the brochure using thematic analysis. Findings Results reveal that population reactions can mediate the relationship between crisis information dissemination and household preparedness across five themes. While Sweden’s high trust in authorities can facilitate crisis communication, it may also limit proactive engagement with preparedness efforts by focusing on the information rather than the process. Furthermore, incorporating information on the roles of societal institutions, such as banks, could improve the receiving population’s understanding of crisis preparedness within a broader societal framework. Practical implications The research offers practical implications for policymakers, emphasising the need for tailored communication strategies that enhance individual and societal preparedness. Originality/value Research contributes to crisis communication literature by shifting the focus from government-led dissemination efforts to the receiving population’s perspective. By integrating SCCT, the study provides previously unexplored insights into how population perception can alter the relationship between crisis information and preparedness.