A complete message for a chemical fire

Chemical fires are frightening. They represent a sort of "dread risk" that raises concerns about not only short term impacts but long-term consequences from exposure. Children, older adults, and persons with pre-existing conditions are especially at risk. Chemical fires contain noxious fumes and toxins that can affect skin, respiration, and other essential body functions. We can remember the way the public was (not) alerted to the dangers in the East Palestine Train Derailment incident. The details trickled out slowly, lacking clear information about what to do and how to protect oneself from the chemicals in the railcars that were on fire.

In this case, we see a Wireless Emergency Alert for a chemical fire that delivers useful and complete information (with characters to spare).

The message begins with the source (Henderson EMA), followed by a hazard (chemical fire) and location. It includes a bit about the hazard impacts (smoke plume moving south) and specifies the cities/towns that are directly in it's path. It then instructs people to "take precautions" (in this message "now" represents the time) by turning off A C, closing windows and doors, and staying inside. Local news will have updates as the conditions change.

My colleague, John Bobel, of Media Ventures Intl. suggested that the message could direct people to additional information, such as a webpage, that would explain the type of chemicals they could be exposed to. This is important because different chemicals have different weights. Lighter than air exposure means protecting yourself by going to low places indoors; heavier than air exposure means going to high points in a structure. In both cases, sealing windows and doors, and turning off AC to prevent gas exposure, is important.

I like that the message uses plain language to tell people where to go - inside - avoiding words like "shelter-in-place" which means different things for different hazards and gives specific instructions on what to do. I also like that it clearly identified the locations at risk.

One place for improvement would be to add that webpage link to additional information from a trusted source. We know that in the absence of information, especially for a threat that is as dreaded as exposure to a toxic chemical, people will be seeking it out. When they aren't directed to an authoritative site, we can be certain that AI, or social media commentary, will be filling the gap.

Overall, we say, "well done Henderson EMA!"

This event occurred in Kentucky, by the way, where emergency managers and public information officers have had exposure to a robust training program from the Chemical Stockpile Emergency Preparedness Program for years. Now that many of those stockpiles have been decommissioned across the country, the CSEPP program may also wind down. Henderson, KY is not in the CSEPP training area, but this shows evidence of great training and knowledge of how to communicate effectively.

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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