Closing the warning communication loop in a geo-targeted area

Summer fun at a state fair can get dangerous quickly when bad weather enters the area. In today's example, we see a series of messages; one issued to prevent injury and the second to return fair-goers to their fun at the midway.

In early September, the Evergreen State Fair issued a geo-targeted warning to persons within the fairgrounds, alerting them to "go indoors now" and to "SHELTER IN PLACE until further notice." Lightning had been detected within 10 miles of the fairgrounds, prompting early action to move people out of open spaces and midway rides.

Approximately an hour later, a second alert was issued to the same geo-targeted area, with a very simple message "the fair is now resuming normal operations."

The warning communication loop was opened with plain language instruction; it was closed with an explanation that things were resuming operations as normal. When the first message was issued, it came with an explanation that "another alert will be issued when it is safe." By closing the communication loop, fair-goers did not have to wonder or guess when it was safe to go outside; they also observed clear communication that was consistent in it's intent and action.

A warning issued by the Evergreen State Fair Park followed by an "all clear" message.

One additional piece of information that this initial message added is worth noting. It provided a statement about lightning and its impacts. The lightning conditions were "dangerous" and "it is not safe to be outside." The organization went beyond simply telling people to go indoors and shelter in place, they offered an explanation for WHY this instruction was provided.

Much as been learned recently about the importance of 'impact based warnings.' We know that they help to improve message understanding and motivate action. When they are accompanied by instructions on how to protect oneself, they become even more persuasive. People need both: information about the threat and information about how to protect themselves. They need to feel like they can take the recommended actions and this is done by giving them instructions, such as go indoors now, and making the actions easy to accomplish.

Several things stand out in this communication loop:

1. The messages were narrowly geo-targeted to the footprint of the state fairgrounds

2. They used plain language to communicate action

3. They clearly explained why the action was necessary

4. They used ALL CAPS to draw attention to the key actions

5. They told people they would send a follow up message and they did so

This is a great example of good messaging for an outdoor event. The short duration of the shelter in place showed quick thinking and a responsiveness to the public.

For assistance with your alert and warning messages, be sure to download the Warning Lexicon and the Post Alert Lexicon. You'll be glad you did.