Designing Public Awareness Framework to deal with crisis (Case Study: Tehran Earthquake)

The present research seeks to develop appropriate strategies for public awareness on the crisis in order to prepare citizens to cope with the earthquake. Preparedness to face a crisis, like earthquake, needs to increase public awareness. One of the most effective strategies to achieve this goal is to design awareness campaigns. To do so, ACME framework is used in the present study, which includes Audience, Channel, Message and Evaluation as main parts of the model. This framework specifies the position of the four components, and the relationships and connections between the various principles.
The Delphi method was used to determine the details of the framework. Accordingly, this method was implemented with the participation of experts from related fields and respondents who provided answers to the designed questionnaire in two rounds.
Findings: the research results have shown that children, school students, university students, employed persons, housewives and elderly people are appropriate subgroups for dividing the audience in raising earthquake public awareness.
the routes, message formats and methods of evaluation were also identified for the six groups of audience. Finally, the final model has been obtained to design Public Awareness Campaign for the earthquake in Tehran with the help of experts in the field.