Literacy Matters: EM Messages &
Readability Levels
Dr. Tom Phelan
phelandrtom@gmail.com
Urban Assembly School for Emergency Management,
Advisory Board
www.uasem.org
1
The Numbers Don’t Lie
• U.S.Facts: Adults Over 16
See more at: http://www.proliteracy.org/the-crisis/adult-literacyfacts#sthash.lepUzlWg.dpuf
2
14% is HUGE
Population
#Adults
at or below
5th Grade
Level
1 New York - city
8,405,837
1,176,817
Los Angeles ‐
city
3,884,307
543,802
3 Chicago ‐ city
2,718,782
380,629
22.3
17.3
4 Houston ‐ city
2,195,914
307,427
11.7
6.7
Philadelphia ‐
city
1,553,165
217,443
10.2
5.2
6 Phoenix ‐ city
1,513,367
211,871
13.5
8.5
CITY
2
5
EM
Homepage
Readability
Grade Level
15.9
Gap EM
to Intended
Audience
< 5th Grade
10.9
15.4
10.4
3
29% are at 8th Grade or Below
• What are the readability levels of your
homepage and emergency notifications?
• What are the readability levels of the intended
audiences of your emergency messages?
4
Research Questions
1. Are emergency managers aware of the range of cognitive
skills of adults in their communities in the domains of
literacy, numeracy, and computer-based problem solving
skills?
2. Is the awareness applied to developing emergency
messages to adults in the community at appropriate levels
of literacy, numeracy, and computer-based problem
solving skills?
3. If a gap exists between emergency managers and their
intended audiences, could it be reduced by providing
targeted training in literacy, numeracy, and computerbased problem solving skills for emergency managers?
5
Hypotheses
H1: Awareness of literacy skill level differences
and training of emergency managers to address
the differences will improve the effectiveness of
disaster messages to the public at all levels of
literacy.
H0: Literacy levels are too complex and can’t be
addressed by emergency managers.
6
The Flesch Reading Ease Scores
90-100 : Very Easy
80-89 : Easy
70-79 : Fairly Easy
60-69 : Standard
50-59 : Fairly Difficult
30-49 : Difficult
0-29 : Very Confusing
7
Grade Level Scores
Reading Ease Score
90 to 100
80 to 90
70 to 80
60 to 70
50 to 60
30 to 50
0 to 30
School Level
th
5 grade
th
6 grade
th
7 grade
th
th
8 and 9
th
th
10 to 12
college
college graduates
8
Commonly Read Materials
Publication
Reading Ease
Grade Level
Time
52
10th-12th
Newsweek
50
10th – 12th
Wall Street Journal
43
College
Harvard Business Review
43
College
New York Times
39
College
New York Review of Books
35
College
Harvard Law Review
32
College
Standard auto insurance policy
10
College Graduate
minus 6
Your Accountant/Lawyer
Internal Revenue Code
9
EM Home Page Grade Levels
16
Emergency Management Agency Home Page Grade Levels
(n=40)
14
12
10
8
6
4
2
0
10
Rudolph Flesch (1911-1986)
Flesch Reading Ease Formula is considered as one of
the oldest and most accurate readability formulas.
Rudolph Flesch, an author, writing consultant, and
a supporter of the Plain English Movement,
developed this formula in 1948. Raised in Austria,
Rudolph Flesch studied law and earned a Ph.D. in
English from the Columbia University. Flesch,
through his writings and speeches, advocated a
return to phonics. In his article, A New Readability
Yardstick, published in the Journal of Applied
Psychology in 1948, Flesch proposed the Flesch
Reading Ease Readability Formula
11
J. Peter Kincaid
Peter Kincaid
Graduate Research Professor
Ph.D. Human Factors Psychology
Ohio State University, 1971
M.A. Experimental Psychology
Roosevelt University, 1966
B.A. Psychology, Oberlin College, 1964
E-mail: pkincaid@ist.ucf.edu
Phone: 407-882-1330
Dr. Kincaid's areas of R&D include training systems analysis, instructional technology and human factors. He has 30 years
applied research and university teaching experience and currently is a member of the Human Factors Ph.D. faculty and codirector of the Modeling and Simulation graduate program at UCF. Dr. Kincaid received his Ph.D. in human factors from
Ohio State University in 1971. He is a member of the Human Factors and Ergonomics Society and is Associate Editor for
the society's applied research journal, Ergonomics in Design.
http://www.ist.ucf.edu/people/kincaidp/kincaid.htm
12
The Flesch Reading Ease Readability
Formula
The specific mathematical formula is:
RE = 206.835 – (1.015 x ASL) – (84.6 x ASW)
RE = Readability Ease
ASL = Average Sentence Length (i.e., the number of words divided
by the number of sentences)
ASW = Average number of syllables per word (i.e., the number of
syllables divided by the number of words)
The output, i.e., RE is a number ranging from 0 to 100. The higher
the number, the easier the text is to read.
• Scores between 90.0 and 100.0 are considered easily
understandable by an average 5th grader.
• Scores between 60.0 and 70.0 are considered easily understood by
8th and 9th graders.
• Scores between 0.0 and 30.0 are considered easily understood by
college graduates.
13
To rewrite a passage to get a higher
score…
• Cut the average sentence length.
• When it comes to replacing complex words
with simple ones,
– first aim at words with prefixes and suffixes
– Then look for plain language two-word
replacements
– establishment, available or required.
– setting up, in stock or called for
– “evacuate” becomes “get out” or “leave”
14
Existing EM Homepage
The Jackson County Emergency Management Agency stands ready to
RESPOND to incidences when they occur, PREPARE for future threats
that may develop, direct RECOVERY programs to save life and property
and reduce local threats through MITIGATION programs
Our goal at the Jackson County Emergency Management department
is the protection of lives and property of Jackson County citizens.
Are you prepared for the possible emergencies we face in this section
of the country? Navigate our Disaster pages by clicking on our links on
the menu above to read about important information about various
disasters, what to do in the event of one, and most importantly, how
to be prepared for them.
Flesch-Kincaid Grade Level = 13.7
15
Re-write
The Jackson County EMA is ready to RESPOND to and
PREPARE for disasters, and lead RECOVERY programs to save
lives and property and reduce threats through MITIGATION
programs.
Our goal is to protect the lives and property of our citizens.
Are you prepared for the emergencies we may face? Look at
our Disaster pages by clicking on the links above to read about
disasters, what to do in one, and how to be prepared.
Flesch-Kincaid Grade Level = 9.3 (a reduction or 4.4 grade
levels)
16
Digital Literacy
17
Numeracy
18
Relating Numbers to Pictures
Probability in per cent (%) from 2% to Significant (above 60%)
19
Computer-based Problem Solving
20
In Summary
• EM messages may be reaching their intended
audiences, but at a level that is not being
understood.
• EM academic programs should include lessons
on literacy and crafting EM messages at
appropriate reading levels.
• College EM programs should teach the basic
skills of crafting messages at lower readability
levels.
21
References
Goodman, M., Finnegan, R., Mohadjer, L., Krenzke, T., &
Hogan, J. (2013). Literacy, numeracy, and problem
solving in technology-rich environments among U.S.
adults: Results from the Program for the
International Assessment of Adult Competencies
2012: First Look (NCES 2014-008). Washington, DC:
National Center for Education Statistics, U.S.
Department of Education. Retrieved from
http://nces.ed.gov/pubsearch .
22
References
The numbers don’t lie. (2015). Syracuse, NY:
ProLiteracy. Retrieved from
http://www.proliteracy.org/the-crisis/adultliteracy-facts
23
Appendix A
Emergency Management Home Page Readability Grade Levels
8.8
9.6
http://www.co.warren.oh.us/emergencyservices/dispatch/911/expect.aspx
http://www.voa.org/action-team?gclid=Cj0KEQjw_pmoBRDu986bpISz5ZsBEiQANiuHDJ-9qYBmBMzZjXDta2Y5gOxzOmnBs5CueAYbPhQpHQaAt_j8P8HAQ
9.6
http://www.uscg.mil/tcyorktown/default.asp
9.8
http://www.redcross.org/ks/about-us
10.2
10.3
10.3
11.5
11.7
http://oem.readyphiladelphia.org/RelId/606683/ISvars/default/Home.htm
http://www.greenvillenc.gov/government/fire-rescue
http://www.ci.medford.or.us/Page.asp?NavID=662
http://www.uscg.mil/d1/
http://www.houstonoem.org/go/doc/4027/1995702/
http://www.loudoun.k12.va.us/site/Default.aspx?PageType=6&SiteID=1&SearchString=emergency%20plan
11.8
12.9
13.5
13.7
13.9
14
14.1
14.9
http://www.lcounty.com/ema/
https://www.phoenix.gov/fire/directory/cert
http://www.jacksoncountyfl.net/emergency-management
http://hampton.gov/eoc/
http://www.monmouthsheriff.org/
http://www.dhses.ny.gov/
http://oldharbortribal.org/ohtc/
24
Appendix A (con’t)
14.9
15.4
15.5
15.9
16
http://www.pwcgov.org/government/dept/FR/OEM/Pages/default.aspx
http://emergency.lacity.org/index.htm
http://www.glendaleaz.com/Fire/messagefromthechief.cfm
http://www.nyc.gov/html/oem/html/home/home.shtml
http://www.bces.wa.gov/
http://www.usda.gov/wps/portal/usda/usdahome?contentid=Emergency_Preparedness_and_Response.html
16
16.1
16.3
16.7
17
18
18
http://www.apu.edu/?a=1299&TrackingCode=sCDHewidh_dc|pcrid|56917759386|pkw|azusa%20pacific%20university|pmt|e&c3a
pimn=CDHewidh&ClientMarketingCampaignID=26&VendorAccountID=41856&gclid=Cj0KEQjw_pmoBRDu986bpISz5ZsBEiQANiuHDK
5nltcKuCiEmSbveTIMwcHY5hJnClW_EsiNksH04uUaAv6o8P8HAQ
http://sema.dps.mo.gov/
https://www.waubonsee.edu/safety/
http://offices.nsuok.edu/publicsafety/EmergencyAlerts.aspx
http://www.roundrocktexas.gov/departments/police/
http://www.msema.org/about/
25
Appendix A (con’t)
18.3
http://www.nola.gov/homeland-security/
18.4
http://www.montana.edu/police/about.html
18.6
19.1
http://www.tetonwyo.org/em/
http://www.miamidade.gov/fire/emergency-management.asp
19.6
http://mema.maryland.gov/Pages/AboutMEMA.aspx
http://www.capecoral.net/government/city_government/city_departments/emergency_management.php#.VQcYnOGnTEY
19.6
http://www.hcanj.org/
20.9
http://www.usace.army.mil/About.aspx
21.6
http://www.cityofchicago.org/city/en/depts/oem/provdrs/emerg_mang.html
22.3
https://training.fema.gov/hiedu/
22.4
http://www.co.cumberland.nc.us/emergency_mgmt/
26.4
26
Questions?
27