The Importance of Communication
Drought is a normal, recurrent feature of most climates around the world that is nonetheless complex and difficult to define, predict, and monitor. It is a "creeping" phenomenon that operates on a different timescale than a disaster like a hurricane, and impacts many sectors of the economy as it develops.
Because drought often emerges slowly, the damage it causes is gradual. People, particularly those who live in urban areas, may not even be aware that they're living in a drought-impacted area. Droughts do not typically damage a person’s private property in the same way that other natural disasters—such as tornadoes or hurricanes—do, which can reduce public concern about responding to drought.
It is important to communicate about drought to inform people about current drought conditions and to provide drought education. Effective drought communication encourages people to take actions—such as conserving water—that promote adaptation.