Crisis Communication Practices at an International Relief Agency

When a disaster strikes, the affected population relies upon the swift response and aid rendered by relief organizations such as the California-based Direct Relief International. Since 1948, Direct Relief's mission has been to provide essential material resources to locally run health programs in areas affected by natural disasters, wars, and famine. Most recently, Direct Relief helped victims of the Philippine mudslide, the Pakistani earthquake, the U.S. Hurricane Katrina, and the Southeast Asia tsunami. To operate successfully across such a vast territory, crossing national boundaries, and interfacing with a variety of organizations and social structures, agencies such as Direct Relief must develop an effective communication plan. Thus, the author wanted to learn more about the internal and external communication strategies developed by Direct Relief. In this interview, Jason Kravitz, Direct Relief's communications director describes the communication processes during these stressful times, their intercultural challenges, and how his agency handles stressors similar to those faced by a business handling its own crises. The difference is that Direct Relief has overcome many of the associated obstacles.