Using social marketing to increase community resilience
Abstract
This paper looks at how emergency planners can use social marketing to help build community resilience, thus reducing the need for external assistance in the event of an emergency. In turn, this benefits an external response by minimising pressures on already stretched finances, staffing and resources. Increased community self-reliance also means that in the event of a situation occurring, any community response can be launched immediately, without waiting for the external response to arrive, thus helping to minimise community losses in the longer term. This paper examines the benefits of community resilience, and discusses how social marketing can be implemented within emergency planning and preparedness initiatives as an effective framework to encourage community self-reliance.
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Author's Biography
Laura Drew started in the emergency planning industry by studying for a bachelor’s degree in emergency and disaster management and a master’s degree in emergency planning and management at Coventry University. She subsequently worked for a private consultant, for whom she started up business continuity services to both public and private sector. She subsequently assumed the roles of Emergency Planning Manager for West Midlands Police, and then Public Health Senior Emergency Planning Officer in a local authority. In 2012, Laura was awarded the UK Emergency Planning Society ‘Resilience Planner of the Year’ and the West Midlands Police Women in Policing Award for ‘Excellence in Performance’.
Citation
Drew, Laura (2019, June 1). Using social marketing to increase community resilience. In the Journal of Business Continuity & Emergency Planning, Volume 12, Issue 4. https://doi.org/10.69554/ACNG8275.
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