National EAS Test Toolkit Published

With the day for the big national Emergency Alert System (EAS) test creeping up on us, FEMA has published a "toolkit" to help local and state public safety officials prepare themselves and their public for the test. The main purpose is to minimize undue public concern or misunderstanding about the test.

There's certainly potential for concern or misunderstanding. This is the first time ever EAS has been tested nationally. So, on November 9th at 2pm (Eastern), virtually all broadcast and cable programming in the U.S. will be interrupted at once with those attention-getting tones. So, imagine a listener or a viewer trying to change channels or stations to get away from the test...only to find it everywhere they tune. And, unlike the typical tests they may hear or see at random times, this one will be long...more than three minutes in length. If people don't realize that it's really a test, what will they do? They'll call YOU - 9-1-1 operators and emergency managers.

The toolkit which can be found here, provides some nice background on EAS and suggested resources. But, the really useful stuff can be found in the Strategy Recommendations. You'll find specific ideas for how you can head off over-reaction at the pass.

Some of the recommendations:

• Embed National EAS Test information with public outreach efforts (websites, newsletter, social media)
• Incorporate EAS key messages into family and small business checklists and kits
• Highlight general EAS and National EAS Test information in National Preparedness Month state-wide and local campaigns
• Engage non-profit partners to incorporate general EAS and National EAS Test info into preparedness plan
• Facilitate partnering of EAS Participants (broadcasters and cable operators), academic institutions and other state and local agencies in public awareness campaigns to create audio and/or visual public service announcements. NOTE: This is a particularly good one. As we've been saying, broadcasters and cable operators want this test to come up without a hitch...so, will be very keen on discussing these ideas with you.
• Send notifications through government employee emails and newsletters to places like 9-1-1 call centers, public safety and homeland security departments, transit and tourism divisions, public health sectors, small businesses, academic institutions (OK, almost everyone; you get the idea.)

And, there are more...including "talking points" that will help you in your dialogue.

Here's the real deal: the Federal government is trying to get the word out about the test...but, you know how that works. As Bryan Fisher of Alaska EMA, who has special experience with EAS, told a webinar on EAS, the Federal government is really not that good at outreach. It will take the efforts of local and state officials to make this really work. The toolkit should help.