Insights Into Public Attitudes for Effective First Responder Communication During a Simulated Mass Casualty Incident

ABSTRACT

Effective public communication during Mass Casualty Incidents (MCI) is essential for safeguarding life, maintaining order, and sustaining trust in emergency responders. Yet, high‐pressure, information‐scarce environments make this communication challenging. This mixed‐methods study examines public preferences for communication from emergency services during MCIs, drawing on data from a large‐scale immersive training exercise. Participants either completed a structured survey assessing the importance of specific communication attributes ( N  = 217) or participated in qualitative interviews ( N  = 181). Exploratory factor analysis (EFA) of questionnaire data identified a broad dimension of desired communicative leadership, with a distinct directive‐authoritative dimension emerging for Police and Local Authorities. Thematic analysis of interview data identified four overarching communication principles: (i) Communication Strategies, (ii) Emotional and Psychological Support, (iii) Proactivity and Efficiency, and (iv) Building Trust and Resilience. Across methods, findings converge on a central requirement: effective communication during MCIs must balance clear, authoritative direction with transparent, empathetic engagement. Members of the public expect responders to provide both honest prognostic information and reassurance that acknowledges emotional needs. This work highlights the need for emergency services to adopt a nuanced communication model that integrates leadership, clarity, and emotional intelligence. Embedding these principles into training and operational doctrine may enhance public cooperation, trust and resilience during future large‐scale emergencies.