Effective communication is the key to minimising human-caused fires and hence the impact wildfires hold for New Zealand communities. It is essential that fire agencies target their audience, messages and methods of communication to be most effective.

Scion has analysed communication strategies within three New Zealand rural and rural-urban interface communities as part of the Bushfire CRC’s Effective Communication: Communities and Bushfire project. This research has shown that a simple one size fits all approach is not effective in communicating fire messages. Communication must target both the audience (type of fire user), and the message (awareness, information, fire prevention, preparedness).

Most New Zealanders do not use fire or pose any risk of starting a fire; hence communication with this group needs to focus on increasing levels of awareness and preparedness should a wildfire occur. The largest group of fire users are those who light fires for vegetation clearance on their rural and semi-rural properties. They generally have good levels of awareness and knowledge around fire practice, which they term ‘common sense’, and primarily want information around fire restrictions. However they need to be kept aware of fire risk, prevention and preparedness. Recreational users of fire, such as those lighting campfires and using fireworks, tend to be visitors to rural areas and pose considerable risk as they often lack awareness or knowledge. Often currently overlooked, this group require tailored communication concentrating on awareness and fire prevention.

The research has shown that fire agencies should carefully consider their method of communication, and that there is a place for both traditional broadcast approaches (one-way communication), and face-to-face communication which allows some two-way dialogue. It is important that fire agencies pay attention to the best type of communication for the messages they are trying to convey to different audiences.