Improving fire risk communication between authorities and micro‐entrepreneurs: A mental models study of Ghanaian central market fires

This study conceptualizes how fire management authorities can empower nonexpert public to participate in fire risk communication processes and increase their own responsibilities for managing fire preventive, protective and recovery processes effectively. Drawing narratives from 10 disaster management experts working at government institutions and nine micro‐entrepreneurs operating self‐sustaining businesses in different merchandized lines in Ghana, we analyzed the data thematically and explored new insights on mental models to generate a two‐way fire risk communication model. The findings suggest that fire management authorities planned fire disasters at the strategic level, collaborated with multiple stakeholders, disseminated information through many risk communication methods, and utilized their capabilities to manage fire at the various stages of fire risk communication, but the outcomes were poor. The micro‐entrepreneurs sought to improve fire management outcomes through attitude change, law enforcement actions, strengthened security and better public trust building. The study has implications for policymakers, governments, and risk communication authorities of developing countries to strengthen their fire disaster policies to minimize commercial fire incidents and address the damaging effects of fire on people's livelihoods, businesses, properties, and environments. Our proposed two‐way fire risk communication model is a new theoretical lens for experts and the nonexpert public to assess each other's beliefs about risk information and manage fire risk communication effectively at all stages.