Improving performance analysis of flood risks communication program to fishermen in east-coast Malaysia

Climate information and early warnings are adjudged as key inputs for any adaptive action as such they are regularly disseminated through Information Communication Tools (ICTs) to fishing communities in Malaysia. However, such communication programs are adjudged to be top-down and expert centric, resulting in attendant unpreparedness and maladaptive attitude. As such the input of beneficiaries is clearly essential, the Importance-Performance Analysis (IPA) extends a simple and effective means of evaluating such services, therefore providing inputs on importance and performance of innovations. This work is guided by Protective Motivation Theory (PMT) to evaluate and highlight priorities and satisfaction ratings on flood risks communication, revealing specific clients’ needs for effective communication towards resilient livelihood in a participatory manner. Data was collected from 362 fishermen in east coast Malaysia and results of analysis revealed high perceived importance ratings on issues like severity and vulnerability to flooding events and low ranking in performance of advisory services to flood risks communication. Findings will, therefore, inform design and or improvement of programs by government agencies and NGOs.