I love a simple message that uses plain language and is easy to read. But sometimes, the message is SO simple that it simply leaves out key information that can help people to understand the hazard/context and why they should be paying attention to the threat.
In this water restriction message, we find a few key pieces of information to be missing. There is no message source. There is no hazard/impact statement. And it leaves some questions about what is going on and why I should be aware of this issue at all.
Social science researchers have found through decades of research that there are 5 key contents that need to be included in an alert in order to motivate people to take action; source, hazard, location, time, and guidance. When some of these contents are missing, or the message is confusing or inconsistent, you are likely to find that message receivers search for additional information to make sense of the event. When the threat or event is slow moving, taking the time to obtain more information to make an informed decision is a great outcome. But if the event is moving fast or poses an imminent threat, a complete and actionable message is the best message.
In the case of the Pine Haven event, we did a little digging to find out what was happening in the community. We found out that a water pump was not working, resulting in limited water supply for the area. While the city addressed the problem, there was a need for residents to restrict their water usage. Compounding the problem was the extreme heat - if water was needed for cooling or fighting fires, they'd have bigger problems on their hands.
This information was not contained in the message, but there was PLENTY of room to add content, so we did a little editing and propose a revised message here.
We've added the source of the message and a header in all caps (WATER RESTRICTION). We explained the context and also assured the population that the water is safe to drink, but the supply is limited. We mirrored some of the recommendations found in the original message, and gave suggestions about when it IS appropriate to use the limited water supplies. And, we provided a URL for additional information.
These are simple changes, but they improve the message by making it complete and offering people a source for trustworthy information to keep themselves updated.
You may notice that ALL of the edited messages posted to the Editor's Desk follow the same structure and format. We start with the message source; followed by the hazard name and impacts. We use ALL CAPS to emphasize key words. This is followed by protective action information that is easy to understand (we try to use 5th grade reading words - and admittedly the words "restriction" and "essential" may be too complex, so there is still room for improvement). The order of message content has been found to be most effective by social science researchers, and this is why we follow it in every message.
For more recommended contents, be sure to download The Warning Lexicon - it's free and offers step-by-step instructions on how to write a better warning message.
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