This past week, a catastrophic storm ripped through the Southeast US, leaving communities destroyed and more than 230 deaths (so far). We at The Warn Room have heard from many practitioners that WEAs could be the channel that delivers life-saving information to those at risk and we agree.
If you're a reader of The Warn Room blog, you know that we generally don't remove identifying information from messages, but in the case of messages like the one above, and given the gravity of the situation, it seems fitting right now. Note this, please, we are aware that emergency managers across the US are toiling under dire conditions and often lack the training necessary to craft effective messages. The Warn Room was created not to shame, but to show how to improve messaging so that lives can be saved.
This message lacks a LOT of key information that is necessary for an effective message. We've seen similar content and structure like this for other events, so it's not a new approach; but it's not effective. Let's start from the top.
An effective message will include
SOURCE. In this case, we've anonymized the source of the issuing County.
HAZARD. This information is missing. We know, from news reports that are far and wide, that Hurricane Milton is getting ready to hit this state, so we can assume that the hazard has to do with hurricane force winds, storm surge, excessive rain, and other potential threats. But it is not named in this message.
Hazard Impacts. Researchers have recommended that impacts be included in a warning message, in order to help message receivers to personal in the information and to make a decision about what actions to take. That is also missing.
LOCATION. It's not clear if Levels A and B are locations or not... If so, we hope that message receivers are familiar with their location because it is not clearly indicated in this message. It will be particularly important to include detail about this for people who are not local and unfamiliar with the use of this technical jargon. Pointing message receivers to a webpage would also be useful in this case.
TIME. The message includes the word NOW in all caps, suggesting that actions should be taken at the time of message receipt. They also use caps to express urgency, which is good.
PROTECTIVE ACTION. The message says LEAVE. That's pretty clear, but it doesn't include any information about where to go to, what direction to travel, when to expect impacts that could affect travel decisions.
Readers might ask "isn't the words 'calling for evacuations' enough of a clue to message receivers about the hazard, impacts, guidance, etc.?" Well yes; but messages should not be filled with "clues" that message receivers have to decipher. They need to be plain, clear, instructive, and unambiguous.
We can improve this message by clearly stating the hazard, it's potential impacts, and revising the location information so that it informs people at risk in the greatest detail possible. Lives depend upon it.
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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