Emergency broadcasting during extreme climate events: Social media as part of a disaster communication ecology

Australia is increasingly affected by extreme climate events, and how these events are reported on by the media is constantly evolving. Using the catastrophic Black Summer bushfires in 2019–20 as a case study, this article examines how media practitioners at ABC Canberra navigate the challenges of emergency communication, with a particular emphasis on social media. Through qualitative interviews with thirteen staff from ABC Canberra, the research investigates how social media strategies, including real-time updates, audience engagement and direct communication with emergency services, enable these practitioners to broadcast during catastrophic emergencies. While the ABC still uses radio as a primary communication plank during an emergency, audiences are turning to a multitude of sources, and the ABC is increasingly including social media in its portfolio of emergency communication strategies. This article is focusing on how emergency broadcasting practitioners perceive the changes in emergency communication technologies and strategies, using a disaster communication ecology framework. The findings underscore the importance of an integrated communication approach that incorporates diverse sources and platforms to effectively inform and support communities during climate disasters. What we did find, as well, is that despite these technological changes, journalistic principles such as verification and ethical reporting remain key, as does familiar formatting, which provides reassurance in times of extreme climate events.