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Newport News Program for Public Information
• Creating a brochure/handout that local insurance agents can use to advise
potential buyers to investigate flood risk.
• Distributing flood information brochures at public offices and during
community events.
• Sharing flood risk and protection information through social media accounts
(Facebook, Twitter, etc.).
IV. DETERMINE TARGET AUDIENCES
One of the key steps in developing the PPI and drafting outreach materials will be to
decide who should be the recipient of the information being developed and shared.
A list of audiences was identified, prioritized, and refined by the Committee to
highlight nine target audiences for dedicated outreach efforts.
Target Audience 1: Property owners in Repetitive Loss Areas
This is a critical audience due to its potential level of risk and location. This group has
been heavily focused on in the past and will continue to be a primary target
audience. The message to this audience is specialized because of its unique needs,
with a special emphasis on flood protection measures owners can take to reduce
future flood risk. A separately published repetitive loss plan will share detailed
descriptions of each at-risk area and neighborhood-specific mitigation
recommendations.
Target Audience 2: Socially Vulnerable Populations
Social vulnerability refers to the disproportionate susceptibility of some social groups
to the impacts of climate hazards. Groups are likely to have higher social
vulnerability if they are socially isolated, have a number of existing stressors even
before an event occurs, limited access to information and services, and limited ability
to overcome economic hardship (Martin, 2015).
The PPI Committee identified several groups as socially vulnerable including low-
income households, primarily Spanish-speaking households, people of color, and
older residents. Data from the Virginia Coastal Resilience Master Plan’s social
vulnerability map was used to evaluate Newport News, as shown in Figure 7.
Additionally, the maps shown in Figure 8, created for the Newport News Stormwater
Master Planning Effort, were used to determine areas with a high percentage of
primarily Spanish-speaking households, high percentage of African American
populations, low median household income, high percentage of people of color, and
high median age. By understanding both which groups are vulnerable within the
City and where they are located, messaging can be better tailored to these
populations.
STEP 2: ASSESS THE COMMUNITY’S PUBLIC INFORMATION NEEDS 14Jump to an indexed page (59 of 59)