Maps, memes and meteorological mayhem: Rethinking disaster communication for the digital age

Digital platforms sit at the heart of disaster communication, yet information overload and public fatigue can quickly erode audience attention in high-risk situations. This paper examines how humanised communication strategies can help maintain clarity, trust and relevance in times of disaster. Case studies include a practitioner analysis of Greyhound Australia’s response to Tropical Cyclone Alfred (March– April 2025) and the Queensland Police Service’s promotion of State Emergency Service preparedness messaging ahead of the 2025/26 disaster season. The paper explores the use of low-fi, creator-style short-form videos to shape comprehension and engagement, with findings showing that simple, native, culturally aware formats cut through more effectively than traditional broadcast-style messaging, particularly when public sentiment is fragmented or fatigued. The paper argues that audience-centred choices, grounded in clarity, authenticity and immediacy, can help bridge the gap between formal publicsafety communication and real-time social media discourse. It offers practical insights for practitioners to strengthen digital strategies for disaster communication in an increasingly complex, algorithm-driven environment. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.