This text is part of the Weather Preparedness & Resilience Toolbox developed by the YOUROPE Event Safety (YES) Group within YOUROPE’s 3F project (Future-Fit Festivals). It is aimed at everyone involved in planning, building, and operating open-air events. It helps festivals and other outdoor events become truly weather-ready by offering both practical and research-based resources as well as background information on weather and climate. Learn how to design safer and more weather-resilient outdoor events.
Audience Strategies: Targeted Safety Communication by Stakeholder Group
The same situation must be communicated differently to different audiences –
without changing the underlying reality.
Misalignment between audience needs and message design is a recurring root cause in incident analyses.
Each stakeholder group differs in:
- decision authority
- operational responsibility
- risk literacy
- time horizon
- legal exposure
Therefore, communication must be tailored along five dimensions:
- Objective (what must change as a result of the message?)
- Content depth (what is necessary vs. harmful?)
- Language level (terminology, imperatives, structure)
- Channel selection (speed, redundancy, traceability)
- Update logic (frequency, escalation, confirmation)
Audience-Specific Strategies
Public / Visitors
Communication Objective
Immediate, calm, and correct behavioral response.
The public does not need situational understanding – they need clear action guidance.
Required Message Characteristics
Language
- Simple, non-technical
- Imperative verbs
- One instruction per sentence
Structure
- What to do
- Where to go / avoid
- Time reference (now / until further notice)
- Next update timing
Tone
- Calm
- Assertive
- Neutral (not reassuring, not alarming)
DO
- Use location-specific references (zones, colors, landmarks).
- Repeat key instructions across multiple channels (PA, screens, app).
- State update cadence explicitly.
- Assume zero prior knowledge.
- Align pictograms and text.
Crew / Stewards / Volunteers
Communication Objective:
Consistent task execution and controlled escalation.
Crew communication is operational, not informational.
Required Message Characteristics
Language
- SOP-aligned terminology
- Task-oriented
- Explicit responsibilities
Structure
- Who
- Does what
- Where
- Until when
- Reports to whom
DO
- Translate decisions into clear tasks.
- Use checklists or bullet commands.
- State changes explicitly (“new instruction”, “previous instruction revoked”).
- Confirm reporting lines and escalation triggers.
- Ensure briefings are logged.
Artists / Production / Management
Communication Objective
Alignment of safety decisions, show logic, and expectations.
This group influences:
- public perception,
- timing pressure,
- internal escalation dynamics.
Required Message Characteristics
Language
- Professional
- Decision-oriented
- Time-bound
Content
- Safety impact
- Operational impact
- Decision status
DO
- Clearly state decision category:
- monitoring
- pause
- stop
- restart preparation
Vendors / Contractors
Communication Objective
Protection of people, assets, and continuity.
This group often operates outside the core command structure and requires explicit boundaries.
Required Message Characteristics
Language
- Practical
- Unambiguous
- Written whenever possible
Focus
- Access
- Power
- Equipment
- Timing
DO
- State required actions and prohibited actions.
- Define shutdown vs. secure vs. continue clearly.
- Communicate restart criteria, not just stoppage.
- Use written channels for traceability.
- Include post-event instructions.
Authorities / Emergency Services
Communication Objective
Shared situational awareness, coordination, and legal robustness.
This communication must withstand post-event scrutiny.
Required Message Characteristics
Language
- Structured
- Factual
- Standardized
Content
- Current status
- Triggers reached or not reached
- Decisions taken
- Next review point
DO
- Reference agreed thresholds and procedures.
- Use timestamps and version control.
- Communicate early, not only final decisions.
- Align terminology with official warning systems.
- Document all outgoing communication.