Analyzing Governmental and Media Risk Communication Strategies During the 2022 Pakistan Floods: A Study of Message Framing and Crisis Response Coordination

Abstract

This study analyzes the risk communication strategies employed by governmental institutions and media outlets during the 2022 Pakistan floods, exploring the effectiveness of their messaging, coordination, and alignment with established crisis communication theories. Using content analysis of government communications and media coverage, as well as semi-structured interviews with key stakeholders, the research identifies several critical issues in the communication process. The analysis reveals that both government and media primarily framed the crisis as a victim-oriented event, in line with Situational Crisis Communication Theory (SCCT). However, key challenges such as inconsistent messaging, delays in information dissemination, and lack of coordination between government agencies and media outlets emerged, which hindered the overall effectiveness of the response. The study highlights the need for improved consistency and real-time communication strategies, particularly through social media channels. The findings offer significant implications for improving future disaster communication efforts, suggesting that both governmental and media institutions must work together to provide clear, coordinated, and timely information during crisis situations.