The Simple Website Posts That Can Save Lives

Like most Oahu residents, on January 13, 2018, I received an emergency alert on my phone that said, “BALLISTIC MISSLE THREAT INBOUND TO HAWAII. SEEK IMMEDIATE SHELTER. THIS IS NOT A DRILL.” 

I looked at my friend nearby. “I got one too,” she said. Then we started searching news sites, turning on the TV, or calling security to confirm.

We did this because humans seek confirmation before taking action. When we see an evacuation notice on our phones or are told by emergency responders to evacuate, we seek confirmation from other credible sources like friends, family, and social media before we act. (CERC: Psychology of a Crisis, 2019)

On Aug. 8, 2023, the people in Lahaina sought confirmation when they saw warning signs or were told to evacuate. For example, when Lahaina fire survivor Barrie Matthews saw the smoke north of her home, she checked the media for updates. She got in her car and checked the radio stations, then flipped through television stations but saw no messages signaling trouble, and no alerts showed up on her phone. (Baker et al., 2023)

This is why FEMA recommends that warnings be accessible on a corresponding government website (PIO, n.d.).

However, on Aug. 8 none of MEMA’s social media messages or the WEA evacuation notices were posted on a website. 

Maui resident Claudia Garcia said she did receive text alerts beginning at 6:30 a.m. about brush fires, but nothing about what was occurring in Lahaina. “There was no designated radio station or designated TV station where you could actually go and get information,” she said. “Nothing. We have to go on Facebook.” (“Hawaii’s Emergency Warning Sirens Weren’t Activated to Alert Residents, Agency Says,” 2023)

When residents went to social media, they would see little from the authorities. The County of Maui’s social media messages were late and inadequate, and the only County of Maui messages that were posted to its website were road closure updates and press releases. (News Flash • Maui County • CivicEngage, 2023)

“There was no designated radio station or designated TV station where you could actually go and get information.”

Creating More Problems with Poor Messaging

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Ineffective communications exacerbate problems, and the Lahaina Fires case demonstrates this. After-action interviews with MFD and MPD reported people’s refusal to leave their homes and/or demonstrating a lack of urgency in doing so. This is likely because the MFD and MPD in-person evacuations happened 70 minutes before the County sent out any evacuation communications, and MEMA did not sound the civil defense alarms, so there were few sources to confirm the evacuation information.

Instead of providing confirmation messages, leaders and messaging simply told people to cooperate. For example, on the 6 p.m. news, Maui Mayor Richard Bissen asked people to “Please listen to the law enforcement and the responders that are coming to your homes and asking you to do the safe thing.” (Maui County Mayor Richard Bissen Gives the Latest on Fires | News | Kitv.Com, 2023)

Then the County began advising, “If you are ordered to evacuate, follow directions by emergency responders.” (County of Maui Facebook, n.d.)

Unfortunately, these messages did not address the underlying psychological need for confirmation. So, not only were these “cooperate” phrases ineffective, but “If you are ordered to evacuate” gives the impression that if you need to evacuate, emergency responders will notify you.

Takeaway: Prioritize Confirmation Messaging.

We know that no matter how clear the threat, how authoritative the source is, and how clear the message is, people in harm’s way will need confirmation.  Posting a simple text of a few words to a government or trusted news site saying “ALERT.  Lahaina Area: Dangerous wildfire is spreading quickly. Evacuate immediately north or south. Prepare to evacuate on foot.” 

As communicators in an emergency, we prioritize push communications. However, the Lahaina fire disaster underscores the need to prioritize website messages, particularly when you are part of an authoritative news source or government entity.