Crisis communication, simply put, is the theory and application of how organizations share critical information about emergent situations. Much like how emergency management is a cycle, crisis communication is cyclical and should include communication before, during, and after an event. While all phases of the cycle are essential components of any organization’s public relations and crisis management plans, public alerts and warnings are the most critical for the preservation of life and property. Public safety professionals responsible for sending these notifications bear a heavy burden of balancing public welfare and their organizations’ reputations.
Generational Communication Considerations
A quick internet search of emergency alerts yields a host of public warning gaffes, such as the 2018 Hawaii ballistic missile threat or biopic stories of individuals who failed to evacuate disaster zones due to not receiving a timely alert. When agencies fail to deliver concise, clear, and timely emergency information, it often draws public ridicule and less-than-desirable press coverage.
Generational differences show up in unique and unexpected ways every day. The distinction between these cohorts is apparent in environments such as the workplace, the classroom, and within family units. From preferences in communication methods, tastes in music, ideas on family and marriage, and attitudes toward work and education, there is polarity between these groups. Technology, media, and entertainment have kept current with the evolving trends and preferences of the younger generation. Public safety practitioners should emphasize the same level of focus on staying agile and adapting to changing preferences and trends.
Generation Z and younger millennials’ reception of crisis communication is unique from other generations because, as of now, the most significant world event they have experienced and remember was the COVID-19 pandemic. The fallout of the virus scarred many of their peers as their generation had fewer face-to-face contacts than those in other generations and reported the highest rates of depression.
There was a whiplash effect in the virus’s infancy as public health officials and emergency managers attempted to understand how to best respond. In addition to massive amounts of misinformation through social media, young people were confused and began to question what the pandemic meant for their future. Many coming-of-age celebrations, such as graduations, the first-year college experience, high school senior year, and milestone birthdays, were canceled or significantly different than how they imagined. As a result, there was a surge of young people self-reporting symptoms of clinical depression, anxiety, and loneliness.
Breaking Through Generational Barriers
Generalizations are not accurate for everyone within any generation. However, studies reveal common characteristics that can assist agencies and organizations in developing more effective crisis communications plans for the entire community. Four action items that would help ensure public safety alerts and warnings reach younger generations are: establish trust before the first alert, keep it simple, provide updates, and cast a wide net.
1. Establish Trust Before the First Alert
Generation Z’s implicit trust in institutions such as the government, the criminal justice system, and the media has dwindled compared to their older counterparts. Organizations should establish relationships with their audience, conveying open and honest dialogue regarding emergency preparedness, incident response, and recovery. The audience needs to genuinely believe that, in an emergency, the information these institutions transmit is intended to keep them safe, not just “checking a box” or meeting a regulatory requirement.
2. Keep It Simple
Information conveyed in an emergent situation needs to be readily received and understood. Emergency communication should indicate who is sending the alert, what the public is expected to do, where the hazard is, and how long the condition might last. The Federal Emergency Management Agency (FEMA) has created a tool to help public safety professionals craft these templates and have them ready before an incident occurs. Although FEMA designed this resource for Integrated Public Alert and Warning System (IPAWS) users, it is useful for any dissemination platform.
3. Provide Updates
Emergency managers should prioritize sending updated information as necessary – for example, giving the “all-clear” once the situation has been resolved or when issuing guidance and updates related to the event. In the event of a lockdown due to an active assailant threat, public safety personnel should continue advising a secure-in-place and guidance to keep clear of specific areas.
One stereotype about Generation Z and millennials is they are impatient and crave instant gratification. That is a big generalization, but the younger generation does expect information to flow in real time as it becomes available. Younger generations can become frustrated with extended wait times for information or assistance, which may escalate during a stressful situation such as a natural disaster or secure-in-place event.
4. Cast a Wide Net
When sending public alerts, consider multiple avenues for notifying the audience. Younger community members may be more apt to read a text message, while older people may feel more comfortable with a phone call. Regarding Generation Z and millennials, 59% of respondents in an August 2024 Robert Walters survey stated they preferred instant messaging and e-mail over phone calls. Some younger audiences may ignore a phone call, especially if it comes from a phone number they do not recognize.
Also, just because a segment of the community is younger does not necessarily translate to digital literacy. Surprisingly, the “digital native” generation is among the least computer-literate groups today. According to a study published by Dell Technologies in December 2022, 44% of young people surveyed felt they acquired only basic computer literacy skills, and 12% reported they received no formal education on digital skills. Low-tech options such as sirens, public address systems, and door-to-door notifications provide a last-resort safety net to reach people of any generation, whether or not they have access to electronic devices. An emphasis on inclusivity should be made when selecting notifications to account for those with visual or hearing impairments. Additionally, care should be taken to account for community members who may lack English language proficiency.
Managing the Future of Mass Messaging
Few areas of emergency management and public safety have evolved as much as public alert and warning technology within the past few years. From the advent of IPAWS and the first Wireless Emergency Alert (WEA) in 2012 to the broad implementation of changeable message signs and the adoption of mass messaging software, the future of public alerts and warnings is becoming increasingly more advanced. While much focus has been on the technology infrastructure, it is increasingly important to focus on the methods, practices, and theories behind handling crisis communications.
Barrett Cappetto
Barrett Cappetto is a pipeline controller with Colonial Pipeline Company and is responsible for coordinating control center security and operational readiness. Previously, he served in emergency management and law enforcement roles within the University System of Georgia institutions. He is a graduate of Georgia Highlands College Bachelor of Science in Criminal Justice and is an alumnus of FEMA’s Emergency Management Basic Academy.
