In this episode of The Alerting Authority, hosts Jeannette Sutton and Eddie Bertola sit down with Steve Torrance, Director of Emergency Management for Marin County, California, to explore how one of the nation’s most complex communities handles emergency alerts and warnings.

Marin County faces a unique mix of risks — including earthquakes, wildfires, floods, tsunamis, power outages, and infrastructure failures — while also serving a constantly changing population of commuters, tourists, and vacation renters. Steve Torrance explains how his team approaches wireless emergency alerts (WEA), mass notification systems, and multi-channel alerting strategies to ensure critical information reaches people who may not live in the county — or even speak the same language.

A major focus of this conversation is Marin County’s real-world response to the December 2024 Northern California tsunami warning, where a countywide WEA was issued even though only a small portion of the area was at actual risk. Steve breaks down the challenges of public panic, geographic clarity, and rapid information sharing — and why local knowledge is irreplaceable when national alerts go out.

You’ll also hear about:

• The importance of the “first mile” before an alert is ever sent
• Training first responders and dispatchers to request effective alerts
• Why templates matter (and how Marin developed 90+ alert templates)
• Reaching older adults, tourists, and non-English speakers
• Using Nextdoor, social media, sirens, EAS, phone calls, and text alerts together
• The future of alerts: multilingual messaging, smart devices, and alerting beyond phones
• Why emergency alerting should become a standalone profession

This episode is essential listening for emergency managers, public information officers (PIOs), alerting authorities, public safety professionals, researchers, and policymakers looking to improve how alerts are written, approved, and delivered.

This episode is sponsored by HQE Systems, a disabled veteran-owned provider of cutting-edge alert origination software, mass notification systems, and outdoor warning solutions.

What happens when an emergency alert is sent without enough information—or with the wrong information altogether?

In this episode of The Alerting Authority, Jeannette Sutton and Eddie Bertola break down a real-world emergency alert involving a reported firearm and examine how incomplete messaging, vague locations, unclear protective actions, and inconsistent follow-up alerts can confuse the public and contribute to over-alerting and alert fatigue.

Drawing from peer-reviewed research and real alerting experience, the conversation explores what over-alerting actually means, how relevancy and content shape public response, why jargon like “shelter in place” can fail, and how poor messaging can overwhelm 911 centers while increasing fear rather than safety.

Listeners will learn practical, evidence-based strategies for writing clearer, more effective alerts—including what information must be included, how to structure messages, and why post-alert “all clear” notifications matter just as much as the initial warning.

This episode is essential listening for emergency managers, law enforcement, public safety officials, and anyone responsible for issuing alerts to their community.

Sponsored by HQE Systems, a disabled veteran-owned, full-service alert origination software provider specializing in cutting-edge life safety and mass notification solutions

Do Wireless Emergency Alerts (WEA) actually reach the people they are intended to warn? And what happens after the alert hits a phone? In this in-depth episode, emergency management practitioners, researchers, and alerting authorities come together to break down a landmark RAND Corporation study examining the real-world performance of the Wireless Emergency Alert system following the October 4, 2023 nationwide test.

Featuring insights from Rachel Steratore and Andy Parker of RAND, alongside hosts Jeannette Sutton and Eddie Bertola, this conversation dives into the often-overlooked “last mile” of public alerting—what happens between the cell tower and the person holding the phone. Unlike traditional text messages, WEA uses one-way broadcast technology, meaning there is no return signal to confirm whether an alert was received, noticed, or acted upon. That design choice improves speed and bandwidth efficiency, but it also creates a major data gap for emergency managers.

To address this gap, RAND conducted one of the largest public alerting surveys ever fielded in the United States—over 80,000 respondents nationwide, collected within hours of the live national test. The study reveals that approximately 91% of adults with working cell phones received the alert, demonstrating extraordinary reach. But it also surfaces critical disparities related to geography, device type, age, carrier differences, and opt-out behavior.

Key topics explored in this episode include:

• Why WEA performance cannot be measured through system logs alone
• Differences between broadcast alerts and SMS messaging
• Rural vs. urban receipt rates and why they matter
• Why Texas shows significantly higher WEA opt-out rates
• How phone design (Apple vs. Android) influences alert engagement
• The role of alert fatigue, relevance, trust, and timing
• Why a third of adults report never having heard of WEA before
• The policy and training implications for alerting authorities

The conversation also explores future research questions, including how to empirically measure over-alerting, warning fatigue, and public trust—and how emergency managers might adopt feedback mechanisms similar to citizen science models used in weather and earthquake monitoring.

If you are an alert originator, emergency manager, public safety official, researcher, or policymaker, this episode provides research-backed insights that can directly inform alerting strategies, public education efforts, and system design decisions.

🔗 Learn more about the RAND study and related research at: https://www.rand.org

🔗 This episode is proudly sponsored by HQE Systems: https://www.hqesystems.com

In this episode of The Alerting Authority, hosts Jeannette Sutton and Eddie Bertola are joined by Nick Crossley, Director of Emergency Management and Homeland Security for Hamilton County, Ohio, to explore what it truly takes to build and sustain an effective, public-facing alert and warning program.

Nick shares how Hamilton County manages emergency communications across 49 jurisdictions, including the City of Cincinnati, while navigating county borders, interstate coordination, and cross-river messaging challenges. He breaks down the philosophy behind treating alerting and warning as the most public responsibility of emergency management—and why constant training, prescripting, and evaluation are critical to public trust.

The conversation dives deep into:

• Building and maintaining a robust alerting and warning strategy
• Training duty officers to confidently send Wireless Emergency Alerts (WEA) under pressure
• Using the FEMA Message Design Dashboard (MDD) to improve clarity and reduce confusion
• Applying EMAP accreditation standards to alerting, communications, and documentation
• Managing message bleed-over across county and state boundaries
• Lessons learned from real-world hazmat incidents, flooding, and shelter-in-place orders
• Practical advice for small agencies and one-person emergency management shops just getting started

Nick also shares why collaboration, borrowing templates, and cross-jurisdictional MOUs are essential tools for modern emergency management—and why continuous improvement is non-negotiable when lives are at stake.

Whether you’re an emergency manager, dispatcher, public information officer, or policy leader, this episode offers actionable insights into how to design alerts that inform, protect, and empower the public when it matters most.

Thank you to our sponsor, TheWarnRoom.com, for supporting this episode and helping advance best practices in emergency alerting and public communication.

In this episode of The Alerting Authority, hosts Jeannette Sutton and Eddie Bertola take a deep dive into earthquake early warning systems, focusing on a recent ShakeAlert activation in California and Nevada that ultimately turned out to be a false alert. Using this real-world example, they explore how earthquake early warnings work, why they are fundamentally different from prediction systems, and what happens when alerts fail to meet public expectations.

Drawing on Jeannette’s extensive research funded by the U.S. Geological Survey, the conversation breaks down the ShakeAlert system itself—how ground motion is detected within fractions of a second, how models estimate magnitude and direction, and how alerts are automatically issued through Wireless Emergency Alerts (WEA), opt-in apps like MyShake, and Android-based systems. Eddie brings an operational and practitioner perspective, comparing alert delivery methods, opt-in versus opt-out systems, and the real-world limitations of geofencing and alert polygons.

The episode also tackles one of the most challenging issues in public alerting: what to do after an alert is sent—especially when it’s wrong. Jeannette and Eddie examine why post-alert messaging is essential for maintaining public trust, reducing fear, and preventing confusion. They draw lessons from past high-profile incidents, including the Hawaii ballistic missile false alert and earlier earthquake alerting failures, to explain why reassurance must come from the same authoritative source and through the same channel as the original warning.

Listeners will hear why delays in follow-up messaging can leave people frightened, displaced, and unsure whether it’s safe to resume normal activity—and why simply staying silent is not an option. The discussion introduces the Post-Alert Lexicon, a research-backed framework designed to help alerting authorities craft effective follow-up messages that clearly communicate safety, uncertainty, and next steps without over-alerting the public.

This episode is essential listening for emergency managers, alert originators, public information officers, researchers, and anyone responsible for issuing—or evaluating—alerts. It reinforces a core principle of emergency communication: sending the alert is only the beginning. How you follow up can determine whether the public trusts you the next time seconds truly matter.

This episode of The Alerting Authority is proudly sponsored by HQE Systems.

HQE Systems is a disabled veteran–owned company specializing in full-service alert origination and life safety solutions. From cutting-edge outdoor warning sirens and indoor notification systems to electronic mass notification platforms, HQE Systems helps agencies address their real-world alerting challenges—all managed through a single, powerful software solution.

We sincerely thank HQE Systems for their continued support and their commitment to advancing effective, reliable, and life-saving public alerting.

During a family trip to Atlanta, Eddie’s phone — along with thousands of others — blared an Amber Alert inside the Coca-Cola Museum. But what should have been a clear, actionable notification turned into a case study in how alerts fail the public.
In this episode of The Alerting Authority, Jeannette and Eddie break down the real-world Amber Alert issued in Georgia: what the Wireless Emergency Alert (WEA) said, what it didn’t say, and why the Emergency Alert System (EAS) version told a completely different story.

From missing context to jargon overload, statewide over-alerting, and confusion around Levi’s Call vs. Amber Alert, they analyze how poor message design can reduce public engagement — and how research-based practices could have made this alert vastly more effective.

They also discuss public reactions, messaging problems, the importance of templates, and why plain-language communication is essential when seconds matter.

In this episode of The Alerting Authority, hosts Jeannette Sutton and Eddie Bertola speak with one of the most influential researchers in the field of public warning systems: Dr. Michele Wood. As a core member of the team that developed the original Commercial Mobile Alert System (CMAS) — now known as WEA (Wireless Emergency Alerts) — Dr. Wood brings unparalleled insight into how alerts are created, delivered, interpreted, and acted upon by the public.

Together, we explore the history of WEA, the evidence behind message length and content, how people understand alerts during crises, and the psychology behind protective action decision-making. Dr. Wood breaks down major findings from decades of research, including household preparedness studies, alert comprehension data, and lessons learned from disasters and national field tests.

Whether you're an emergency manager, communicator, researcher, public health leader, or technology developer, this conversation offers essential insights into what makes alerts effective, what causes failure, and how agencies can improve safety outcomes through better message design and communication strategies.

Stay tuned as we also discuss over-alerting, public trust, behavioral response, and the future of digital emergency communication.

Sponsored by HQE Solutions — a leader in IPAWS alerting, public safety technology, and emergency messaging innovation.
Learn more at: https://www.hqesolutions.com

In this episode of The Alerting Authority, hosts Jeannette Sutton and Eddie Bertola welcome one of the world’s leading experts in disaster communication and public warning behavior: Dr. John Sorensen. With decades of research at Oak Ridge National Laboratory—including studies on Three Mile Island, nuclear emergencies, chemical stockpile response, reverse 911 systems, and major wildfire evacuations—Dr. Sorensen has helped shape how emergency managers understand why people do and do not take protective action during crises.

We dive deep into the Mileti Model, PADM (Protective Action Decision Model), and the factors that influence real-world behavior when an alert goes out. Dr. Sorensen shares firsthand insights from field deployments, national-level studies, and community-level evacuations—revealing what actually works (and what often fails) in public warning.

Whether you work in emergency management, public safety, crisis communication, or disaster science, this conversation provides valuable lessons on message design, trust, human behavior, and the future of alerts and warnings.

This episode is sponsored by HQE Solutions, a leader in IPAWS, alerting technology, and public warning innovation.
Learn more at https://www.hqesolutions.com