The king will tell us: traditional authority and the politics of trust in cyclone preparedness

Purpose This paper investigates the role of traditional authority in shaping community responses to cyclone early warnings in rural Madagascar. It examines how messenger legitimacy and cultural trust influence preparedness behaviours, arguing that disaster governance must engage formal and informal institutions to improve early warning uptake. Design/methodology/approach A qualitative case study was conducted in two cyclone-prone districts, Marovoay and Manakara, using 24 key informant interviews and four focus group discussions with traditional leaders, residents, disaster officers and relevant departments. The study applied thematic analysis to explore perceptions of trust, messenger authority and community behaviour in response to cyclone warnings. Findings Results indicate that official early warning systems, typically disseminated via SMS or radio, are often treated with scepticism. In contrast, warnings endorsed by local kings (mpanjaka) and fokontany chiefs elicit quicker and more consistent responses. The findings demonstrate that messenger legitimacy, rooted in cultural authority and everyday trust, is decisive in community disaster preparedness. Hybrid governance arrangements, where traditional leaders and formal institutions collaborate, enhance warning effectiveness but also reveal tensions in authority and communication practices. Research limitations/implications This study is limited by its qualitative design, reliance on retrospective accounts outside the cyclone season and potential translation loss during interviews. The findings are context-specific to rural Madagascar and cannot be generalised to all settings. Nevertheless, triangulation across interviews, focus groups and observations enhances validity. The research highlights the importance of messenger legitimacy and hybrid governance in disaster preparedness, with implications for policymakers seeking to strengthen last-mile early warning. Future studies could adopt longitudinal and comparative approaches to explore how trust and traditional authority shape resilience across diverse governance contexts. Practical implications The study underscores the need to integrate traditional leaders into disaster risk governance as credible messengers in last-mile communication. Formal agencies should recognise customary authority structures not as competitors but as partners in strengthening preparedness. Co-producing warning strategies with community leaders can enhance trust, increase compliance and reduce loss of life during cyclones. Training, resources and partnerships that link technical accuracy with cultural legitimacy are essential. Policymakers and practitioners should embed these practices in early warning frameworks, aligning with global initiatives such as the Sendai Framework and Early Warnings for All. Social implications The findings highlight the social significance of trust, legitimacy, and cultural authority in disaster preparedness. By recognising the role of traditional leaders, early warning systems can become more inclusive and equitable, ensuring that marginalised rural communities are not excluded from life-saving information. Strengthening community-state collaboration fosters social cohesion and enhances resilience, while reducing perceptions of neglect and mistrust towards government institutions. Embedding culturally legitimate messengers in risk communication not only improves immediate disaster response but also supports longer-term social transformation by bridging divides between formal governance and customary authority. Originality/value This study contributes to disaster risk reduction debates by foregrounding messenger legitimacy and hybrid governance in fragile contexts. It highlights that the “last mile” challenge in early warning is not only technological or logistical but also deeply social and political. The paper calls for the formal recognition of traditional leaders within disaster governance frameworks to strengthen anticipatory action and resilience in vulnerable communities.