ABSTRACT
In February, 2009, a series of devastating fires, the worst of which occurred on February 7—since known as “Black Saturday”—roared through vulnerable communities in Victoria, Australia. The eventual death toll was 173, with estimates of more than a million animals dead, and widespread property damage and destruction. The financial cost has been calculated at more than $4 billion. The fires were not only a crisis for the individuals and communities in harm’s way, but also for the Victoria state government and its emergency services agencies. In the cauldron of the conflagrations, serious problems were revealed in these agencies’ responses, producing not only a physical, emotional, and financial crisis but also significant reputation and legitimacy issues for the government. Because the fires created complex, multilayered issues in Victoria, this study concentrates on only one key area: communication strategy.
