Shakealert® Messaging Toolkit

For Emergency Managers and other Earthquake Preparedness Practitioners ShakeAlert® Messaging Toolkit

December 2020

MESSAGING TOOLKIT

TABLE OF CONTENTS Section 1: Overview ...... 1 Purpose ...... 1 Core Messages ...... 1 Organization ...... 2 How to Use the Messaging Toolkit ...... 3 Icons as Visual Signposts ...... 3 Tools At-A-Glance ...... 4 Consistent Use of Materials and Messaging ...... 4 Tools At-a-Glance by Stakeholder Group ...... 5 Potential Outreach Opportunities At-a-Glance ...... 5 Section 2: Stakeholder Group-Based Best Practices, Tips, Tools, Talking Points ...... 6 Community Groups and Faith-Based Organizations ...... 6 Best Practices ...... 6 Keep the Science Simple ...... 6 Key Talking Points ...... 7 Tools ...... 8 Digital, Print Materials Thumbnails ...... 8 Social Media ...... 8 Non-Governmental Organizations ...... 9 Best Practices ...... 9 Keep the Science Simple ...... 10 Key Talking Points ...... 10 Tools ...... 10 Digital, Print Materials Thumbnails ...... 11 Social Media ...... 11 Business Community ...... 12 Best Practices ...... 13 About the Science ...... 13 Key Talking Points ...... 13 Tools ...... 14 Digital, Print Materials Thumbnails ...... 14 Social Media ...... 14

MESSAGING TOOLKIT

News Media ...... 15 Best Practices ...... 15 Be first. Be credible. Be honest...... 15 About the Science ...... 16 Key Talking Points ...... 16 Tools ...... 18 Digital, Print Materials Thumbnails ...... 18 Social Media ...... 18 Elected and Public Officials...... 19 Best Practices ...... 19 About the Science ...... 19 Key Talking Points ...... 20 Tools ...... 21 Digital, Print Materials Thumbnails ...... 22 Social Media ...... 22 People with Access and Functional Needs ...... 23 Best Practices ...... 23 Keep the Science Simple ...... 23 Key Talking Points ...... 24 Tools ...... 24 Digital, Print Materials Thumbnails ...... 25 Social Media ...... 25 People with Limited English Proficiency ...... 26 Best Practices ...... 26 Keep the Science Simple ...... 26 Key Talking Points, Social Media ...... 26 Tools ...... 26 Tribal Communities ...... 27 Best Practices ...... 27 Focus on Core Messages ...... 27 Keep the Science Simple ...... 28 Key Talking Points ...... 28 Tools ...... 29 Digital, Print Materials Thumbnails ...... 29 ii

MESSAGING TOOLKIT

Social Media ...... 29 Additional Resources ...... 29 Section 3: Outreach Opportunities ...... 30 Leverage Preparedness Events ...... 30 ShakeOut ...... 30 Best Practices...... 30 National Preparedness Month ...... 31 Best Practices...... 31 Tribal Emergency Management Conferences ...... 31 Northwest Tribal Emergency Management Council Annual Regional Conference ...... 31 National Tribal Emergency Management Council Annual Conference ...... 31 Tsunami Awareness Events ...... 32 Best Practices...... 32 Heavy Tourism/Vacation Seasons ...... 32 Best Practices...... 32 Tools to Leverage Preparedness Events ...... 32 Social Media ...... 32 Presentations and Roadshows ...... 33 Conferences and Exhibits ...... 33 Best Practices...... 33 Roadshows ...... 33 Best Practices...... 33 Short Webinar Series ...... 33 Best Practices...... 34 Tools to Use with Presentations and Roadshows ...... 34 Social Media ...... 34 When Earthquake Events Occur ...... 35 When an Earthquake Occurs in the ShakeAlert Coverage Area ...... 35 Best Practices...... 35 Tools to Use When Earthquake Events Occur ...... 36 Social Media ...... 36 Section 4: Toolkit Resources ...... 37 Resources ...... 37 1. ShakeAlert Outreach Materials ...... 37 iii

MESSAGING TOOLKIT

a. Digital/Print Materials ...... 37 b. Animated Video ...... 37 c. PowerPoint Templates ...... 37 d. Graphics Library ...... 37 e. Photo Library ...... 37 f. Sample Social Media ...... 37 2. ShakeAlert Multilingual Outreach Materials ...... 37 a. Spanish ...... 37 b. Chinese ...... 37 c. Vietnamese ...... 37 d. Tagalog ...... 37 3. Helpful Communications and Outreach Guidance ...... 37 a. Guidance on Social Media Character Counts ...... 37 b. Guidance on Communicating with People with Access and Functional Needs ...... 37 c. Guidance on Communicating with Tribal Communities ...... 37 4. Other Resources ...... 37 a. ShakeAlert CEO Workshops ...... 37 b. Online Focus Groups Summary ...... 37 c. ShakeAlert Contact/Activity Tracker ...... 37 d. USGS Contacts ...... 37 Acronyms ...... 38

MESSAGING TOOLKIT

SECTION 1: OVERVIEW Why the ShakeAlert® Messaging Toolkit? he primary purposes of this ShakeAlert®1 Messaging Designed as a resource to be used by emergency Toolkit are to augment existing earthquake management professionals and other earthquake preparedness efforts, offer consistent information preparedness practitioners, the Toolkit augments aboutT ShakeAlert Earthquake Early Warning technology, existing earthquake preparedness efforts, offers and promote protective actions among people in West consistent information about ShakeAlert system Coast states. Designed to complement the U.S. Geological technology, and promotes protective actions among Survey’s (USGS) ShakeAlert communication, education, people in West Coast states. and outreach efforts, Toolkit contents were developed with input from and in collaboration with key stakeholders from the emergency management and scientific communities and have been evaluated by a cross-section of message recipients. As a resource to be used by emergency management professionals and other earthquake preparedness practitioners, this Toolkit contains best practice guidance, talking points, and multimedia materials to reach a variety of stakeholder groups. This Toolkit recognizes these stakeholder groups are community partners and can be valuable local and regional amplifiers of ShakeAlert messaging. They can also be instrumental in encouraging community participation in preparedness drills and other protective actions when shaking is expected. Purpose This ShakeAlert Messaging Toolkit and supporting resources are intended to achieve the following goals identified at workshops by those intended to use it. These goals are not necessarily listed in priority order. See online Toolkit Resources for a summary of workshop findings. • Explain why ShakeAlert is important within the larger earthquake readiness and resilience framework. • Explain the link between an alert, personal protective actions, and automated responses. • Make clear and compelling the importance of immediate protective actions when someone feels shaking or gets an alert. • Identify who is involved and what their roles are in developing, testing, piloting, and maintaining the entire ShakeAlert System, as well as for issuing and delivering alerts to people and triggering automated systems. • Inform people about the science behind earthquakes and ShakeAlert. • Identify limitations of the ShakeAlert system, including that it is not earthquake prediction; rather, a ShakeAlert Message issued by the USGS indicates that an earthquake has begun and shaking may be imminent. • Indicate that the ShakeAlert system will expand and improve over time. Core Messages • WHAT is the ShakeAlert Earthquake Early Warning system2 and WHY should people care? • HOW can ShakeAlert be used to warn people and initiate automated actions to avoid/reduce harm? • HOW can people get alerts? • WHAT is the alert message people will get? • WHAT self-protective actions should people take when they get an alert or feel shaking? • HOW much advance warning may ShakeAlert provide? • WHAT are the limitations of ShakeAlert? • WHERE can people get more information about ShakeAlert and ways to stay safe?

1 The USGS ShakeAlert® Earthquake Early Warning system is a registered trademark. The ® symbol is only used in the first appearance of each section of this Toolkit. 2 When referring to “system” vs “System,” lowercase “s” refers to the USGS part of the operation (sensors and processing centers), and uppercase “S” refers to the USGS part and the alert delivery partners (i.e., the entire System). SECTION 1: OVERVIEW 1

MESSAGING TOOLKIT

Based on a multimedia approach (using multilingual written The Importance of Diversity and language for core messaging materials and illustrations, Inclusiveness in Messaging photographs, graphics, and animated video) tools and resources provided in this Toolkit are grounded in core Ensuring diverse perspectives, ages, lifestyles, races, messaging about earthquake early warning in California, cultures, genders, locations, languages, etc. in Oregon, and Washington. Materials have been designed outreach efforts means that more people are likely and resources assembled for use with the whole to be reached and more trust in ShakeAlert and community, including populations with access and earthquake preparedness information is gained. functional needs and those whose primary language may Inclusiveness of all people is critical to preparedness not be English. Aside from English, core messaging and protection of the whole community. materials have been translated into the most commonly spoken languages —Spanish, Vietnamese, Chinese, and Tagalog — in these three earthquake-prone states (See online Toolkit Resources for multilingual outreach materials). The USGS recognizes that commonalities shared by the three impacted states lend to overarching ShakeAlert messaging that is applicable to those living in California, Oregon, and Washington. It also recognizes there are differences in available budgets and degrees of roll-out readiness in each of these states. As a result, Toolkit content is packaged for use with a variety of anticipated purposes, places, and audiences. A suggested collection of no-cost, low-cost, and more extensive outreach opportunities are suggested (See Section 3: Outreach Opportunities). Toolkit resources are intended to evolve and expand with continuing advancements in ShakeAlert technology, roll-out readiness, budget availability, and based on how additional stakeholder groups and audiences respond to its contents. Resources in this Toolkit can include jurisdiction identification (e.g., partner logos) and contacts for local and regional information. To learn more about potential partnerships with ShakeAlert, visit ShakeAlert.org. Organization This ShakeAlert Messaging Toolkit is organized into four sections. SECTION 1: TOOLKIT OVERVIEW describes the Toolkit’s purpose, how to use materials, tools at-a-glance by stakeholder groups, visual icons as navigational signposts, and a snapshot of potential outreach opportunities. SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS identifies eight stakeholder groups: community and faith-based organizations; the business community; non-governmental organizations (NGOs); news media; elected and public officials; access and functional needs (AFN) populations; These eight stakeholder groups individuals with limited English proficiency; and tribal communities. Best are not meant to be all-inclusive, practices for communicating with each stakeholder group are suggested, along but have been identified by with specific tips, tools, and talking points to inform them about ShakeAlert and emergency management to encourage self-protective actions during earthquakes. Visual thumbnails of professionals and other tools that can be printed or used in digital format are provided and linked to the earthquake education practitioners as significant online repository where they can be accessed. Sample social media messages community amplifiers of (short messages, such as Twitter tweets, and longer messages that can be used ShakeAlert information. for Facebook, etc.) are also linked to the online repository for easy access. SECTION 3: OUTREACH OPPORTUNITIES identifies a wide variety of outreach opportunities that can be leveraged to communicate with stakeholder groups that can, in turn, inform their respective audiences about ShakeAlert and how it can help to protect people and critical infrastructure/systems. The outreach opportunities and suggested activities identified are not meant to be all-inclusive or suitable to all jurisdictions in all instances, and are expected

SECTION 1: OVERVIEW 2

MESSAGING TOOLKIT

to evolve with lessons learned from their use. Communication, education, and outreach budgets will likely vary among users of this Toolkit, which is why a wide variety of tips, tools, and activities are offered (See Section 3: Outreach Opportunities). Note: This Toolkit was started in 2019, but was issued during the COVID-19 pandemic. Some outreach opportunities suggested (e.g., large public events) may not always be feasible; COVID has changed the way we interact, particularly through an increase in social distancing and online communications, including virtual meetings. SECTION 4: TOOLKIT RESOURCES offers geographically, culturally, and demographically diverse and inclusive photographs, graphics, and icons. Also included is specific guidance for communicating with people with access and functional needs, tribal communities, and sample social media for each stakeholder group; social media character limit guidance; more expansive science and technology-based information and a sample PowerPoint template; stakeholder group and activity trackers; workshops summary and raw data from participant polling; findings from social science message testing, and beyond. Resources not appearing in this PDF version of the Toolkit are identified herein and are linked to the online repository where they reside for easy reference and retrieval. How to Use the Messaging Toolkit USGS-authored or produced data and information are considered to be in the U.S. public domain. When using information from USGS information products, publications, or websites, it is requested that proper credit be given. Credit can be provided by including a citation, such as: Credit: U.S. Geological Survey Department of the Interior/USGS. For more information visit: https://www.usgs.gov/information-policies-and-instructions/copyrights-and-credits. Because core messaging about ShakeAlert is designed to be used consistently, there is some repetition of text and materials; this is deliberate, so users of this Toolkit can navigate to the desired section for a stand-alone package. While social media messages can be tailored to an outreach-specific opportunity, the consistency of core messages is intentional. Each stakeholder group and outreach opportunity is complemented by links to related tools and additional resources. ICONS AS VISUAL SIGNPOSTS Icons are used throughout this Toolkit as visual signposts to help readers navigate to desired resources.

ICON LIBRARY STAKEHOLDER GROUPS Community Groups, Non-Governmental Business Community People with Faith-Based Organizations Organizations Limited English Proficiency

News Media Elected and Public Tribal Communities People with Access and Officials Functional Needs

Icon Library continued on next page SECTION 1: OVERVIEW 3

MESSAGING TOOLKIT

ICON LIBRARY RESOURCES OUTREACH OPPORTUNITIES Talking Tools Digital, Printed Social Media Opportunity Presentations Earthquakes Points Materials

Best Photos, Presentations Reference Community Expense Levels Scheduled Practices Graphics Documents Partnerships $ = Low Events $$ = More $$$ = Most

Tools At-A-Glance The matrices that follow provide an at-a-glance view of the tools available in this ShakeAlert Messaging Toolkit suggested for a variety of stakeholder groups and outreach opportunities. Suggestions for their use are not meant to be all-inclusive. Many tools have multiple uses. For instance, the item called “bill insert” can be used as a social media post or printed as a hand-out. Its contents can also be used as talking points. Where possible, many tools are customizable, such that partner logos and contact information can be added for local or regional recognition. To avoid the possibility of outdated information, it is best to include the partner agency website and a general phone number, rather than a specific contact person’s name. Consistent Use of Materials and Messaging The materials and messaging included in this ShakeAlert Messaging Toolkit have been carefully reviewed by the USGS for scientific accuracy and vetted among local, regional, and statewide stakeholders representing the public, private, and non-profit sectors across California, Oregon, and Washington. Moreover, contents have undergone social science testing and been further refined to increase effectiveness. As a living document, it is expected that additional materials or amendments to existing materials in this Toolkit will reflect expansion of and improvements to the ShakeAlert system, as well as feedback and lessons learned from using this content. Please direct any questions to: Robert-Michael de Groot, PhD ShakeAlert® Coordinator for Communication, Education, Outreach, and Technical Engagement [email protected].

SECTION 1: OVERVIEW 4

MESSAGING TOOLKIT

Tools At-a-Glance by Stakeholder Group

TOOLS AT-A-GLANCE BY STAKEHOLDER GROUP

Stakeholder Talking Ad, Bill Social Animated Graphics, PPT FAQ Magnet Photos Group Points Flyer Insert Media Video Icons Community Groups, Faith-Based X X X X X X X X X X Organizations Non-Governmental X X X X X X X X X X Organizations Elected and Public X X X X X X X X X X Officials Business Community X X X X X X X X X X News Media X X X X X X X X X X People with Access and Functional X X X X X X X X X X Needs People with Limited X X X X X English Proficiency* Tribal Communities X X X X X X X X X X

*Materials signified with an X in the “Limited English Proficiency” row have been translated into Spanish, Vietnamese, Chinese, and Tagalog. Translated content in the FAQ, Flyer, and Bill Insert can be used as talking points or in social media.

Potential Outreach Opportunities At-a-Glance POTENTIAL OUTREACH OPPORTUNITIES AT-A-GLANCE • ShakeOut earthquake drills Leverage Preparedness • National Preparedness Month Events • Tsunami awareness events • Heavy vacation/tourist seasons • Conferences and exhibits Presentations and • Roadshows Roadshows • Short webinar series / live social media • When an earthquake occurs in the ShakeAlert coverage area When Earthquakes • When a damaging earthquake occurs outside of the ShakeAlert Occur coverage area

SECTION 1: OVERVIEW 5

MESSAGING TOOLKIT

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS Community Groups and Faith-Based Organizations This ShakeAlert Messaging Toolkit recognizes community groups and faith-based organizations as key stakeholders that emergency management professionals and other earthquake education practitioners can leverage to convey information and amplify messages about ShakeAlert. Communication, education, and outreach can take many forms – in person, online (email, website, social media), and in association with events that can be leveraged. These TIPS TO CONSIDER events could include meetings, group-hosted events (picnics, craft  Learn the entity’s mission. fairs, conferences, etc.) emergency preparedness and earthquake  Discover the demographics of its awareness events, exercises/drills, etc. members/patrons.  Is your messaging inclusive of the Messages and tools for community groups and faith-based entire diverse community? organizations are geared for general use and focus on the core  Are there those who prefer to messages crafted to raise awareness about ShakeAlert earthquake communicate in a language in early warning and to encourage self-protective actions when which they are most fluent, even if someone gets an alert. These materials are also applicable to other they speak some English? stakeholder groups. (See Section 3 for a broader discussion about  Do members/patrons include outreach opportunities with community groups and faith-based those who are deaf or have a organizations.) hearing impairment, requiring a BEST PRACTICES sign language interpreter at the Community groups, faith-based organizations, and others with entity’s meetings? a service focus are often trusted partners at the local and regional  Does the entity host forums or levels. They are resource hubs for individuals who identify with them events that offer opportunities to because of a particular interest, member/patron needs that are speak and share materials, and to satisfied by the entity, proximity to their home, language, ethnic and demonstrate self-protective cultural associations, etc. actions?  Encourage the entity’s If you haven’t already, it is important to establish and maintain participation in preparedness relationships with one or more points of contact in each community exercises/events. group and faith-based organization to understand how they message  Does the entity have a website to their respective members/patrons, and to be positioned as a go-to and/or social media presence to resource for information about ShakeAlert. post ShakeAlert talking points and ShakeAlert messaging can be an ideal time to learn ways to be materials? mutually supportive of each other’s missions in the community  Emphasize the importance of before, during, and following disasters, including earthquakes. preparedness and immediate self- Keep the Science Simple protective actions when someone gets an alert, “because every If community groups and faith-based organizations are interested in second matters.” the science behind the ShakeAlert Earthquake Early Warning system,  Maintain a relationship with offer it in a variety of formats that include images and diagrams. leadership points of contact.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 6 COMMUNITY GROUPS, FAITH-BASED ORGANIZATIONS

MESSAGING TOOLKIT

KEY TALKING POINTS The following talking points capture ShakeAlert core messaging and are applicable to all stakeholder groups. They can also be used as social media messages and posts, as long as they meet prescribed character limits (See Toolkit Resources for guidance on social media character limits). • Because seconds matter, it is vital to be aware of the U.S. Geological Survey (USGS) ShakeAlert® Earthquake Early Warning system3 and how to protect yourself when weak or greater shaking is expected at your location. • ShakeAlert can save lives and reduce injuries by potentially giving people seconds to take a protective action, such as DROP-COVER-HOLD ON, or to move away from hazardous areas before shaking begins. You may have to take other safety measures based on your situation or environment. • The USGS issues ShakeAlert Messages4, but alert delivery is by other public and private means (internet, radio, television, cellular), including Wireless Emergency Alerts (WEA), which are delivered to cell phones automatically by FEMA's Integrated Public Alert and Warning System (IPAWS). You can also download apps; check with your state or local emergency management agency for the apps that cover your area. • For every earthquake, there is a region near the epicenter where alerts will not arrive before shaking begins, because the ShakeAlert system5 needs time to determine the earthquake's size and likely shaking levels; then, it takes additional time for USGS partners to distribute the alert. • Alerts may be delivered to your cell phone when weak or greater shaking is expected at your location. • You may get an alert as a public announcement on TV or radio, at your place of work, or in a public venue. • Immediately DROP-COVER-HOLD ON as soon as you feel shaking or get an alert that shaking is expected. Do not wait until you feel shaking! • ShakeAlert also can protect people and infrastructure by triggering automated actions, such as slowing trains to prevent derailments, opening firehouse doors so they do not jam shut, activating hospital generators to ensure continuity of service, and closing valves to protect water and natural gas systems. • In rare circumstances, you may get an alert when there was no earthquake; ShakeAlert is expected to improve over time. • ShakeAlert does not predict earthquakes; rather, an alert indicates that an earthquake has begun, weak or greater shaking is expected at your location, and self-protective actions should be taken immediately. • Alert delivery is permitted for earthquakes at or over a set magnitude and to areas with an estimated minimum ground motion intensity or greater. As the ShakeAlert system matures, alert delivery thresholds may be adjusted. • All earthquakes start small and grow as time passes. It is not possible to determine immediately how large it will eventually become. • For more information, contact your state or local emergency management office, visit ShakeAlert.org, and follow USGS on Twitter @USGS_ShakeAlert.

3 The USGS ShakeAlert® Earthquake Early Warning System is a registered trademark. The ® symbol is only used in the first appearance of each section of this Toolkit. 4 A ShakeAlert Message (uppercase M) signifies information gathered from USGS ground sensors and sent to processing centers, where it is determined if an alert is warranted. If warranted, the alert is delivered by partners, not the USGS. 5 When referring to “system” vs “System,” lowercase “s” refers to the USGS part of the operation (sensors and processing centers), and uppercase “S” refers to the USGS part and the alert delivery partners (i.e., the entire System). SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 7 COMMUNITY GROUPS, FAITH-BASED ORGANIZATIONS

MESSAGING TOOLKIT

TOOLS The following messaging materials are advised for use with outreach opportunities and activities with community groups and faith-based organizations. Depending on the type of environment, you may find additional tools to be helpful. Materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection.

Digital, Print Materials Thumbnails

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 8 COMMUNITY GROUPS, FAITH-BASED ORGANIZATIONS

MESSAGING TOOLKIT

Non-Governmental Organizations This ShakeAlert Messaging Toolkit recognizes non-governmental organizations (NGOs) as a key stakeholder group that emergency management professionals and other earthquake education practitioners can leverage to convey information and amplify messages about ShakeAlert. Communication, education, and outreach can take many forms – in person, online (email, website, social media), and in association with events that can be leveraged. These could include meetings, group-hosted events (picnics, craft fairs, etc.) emergency preparedness and earthquake awareness events, etc. (See Section 3 for a broader discussion about potential outreach opportunities). Non-governmental organizations are not-for-profit entities that play important roles in providing humanitarian help in the face of disasters. Often thought of as go-to sources of help for providing basics, such as food, clothing, and temporary shelter, these organizations tend to partner with emergency management agencies following earthquakes and other disasters of various scales. NGOs can be community-based, have statewide and national reach, and even work internationally. Two readily recognized NGOs that often team with emergency managers are the American Red Cross and the Salvation Army. Another type of NGO that focuses on disaster-related functions is a Community Emergency Response Team (CERT). While CERTS are not government entities, the Federal Emergency Management Agency (FEMA) provides CERT volunteers with uniform training in basic disaster response skills for hazards that may impact their area. CERTs offer a consistent approach to volunteer training and organization that professional responders can rely on during disasters, enabling them to focus on more complex tasks. Messaging to NGOs can take many forms – in person, online (email, TIPS TO CONSIDER website, social media), at NGO events, and in association with  Learn the NGO’s mission. emergency management exercises and drills that can be leveraged as  Understand its outreach opportunities. NGOs are ideal partnering conduits to volunteer/outreach base. convey ShakeAlert earthquake early warning information and  Is your messaging inclusive of the emergency preparedness tips. Core messages and tools entire diverse community? recommended for the NGO stakeholder group are designed to raise  Has the NGO assisted with awareness about ShakeAlert earthquake early warning and to community earthquake encourage self-protective actions when someone gets an alert. preparedness or recovery to date? Materials for people with limited English proficiency, tribal  Does the NGO host forums or communities, as well as for people with access and functional needs events that can be leveraged as should be considered when communicating with NGOs about outreach opportunities? ShakeAlert.  Aim for mutual support of each ShakeAlert messaging can be an ideal time to learn ways your agency other’s missions. and NGOs can be mutually supportive of each other’s missions in the  Encourage NGO participation in community before, during, and following disasters, including preparedness exercises/events. earthquakes. (See Section 3 for a broader discussion about outreach  Does the NGO have a website opportunities with NGOs.) and/or social media presence to post EEW messages and materials? BEST PRACTICES  Always emphasize the importance It is recommended that communicating with NGOs about of preparedness “because every ShakeAlert should span the emergency management cycle: prepare, second matters.” respond, recover, mitigate. Because the volunteer base within NGOs  Maintain a relationship with can change frequently, it is important to seek regular opportunities leadership points of contact. to message to NGO volunteers and patrons about ShakeAlert and

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 9 NON-GOVERNMENTAL ORGANIZATIONS

MESSAGING TOOLKIT

self-protective actions. If you haven’t already, it is important to establish and maintain relationships with one or more points of contact in each local and regional NGO to be positioned as a go-to resource for information about ShakeAlert earthquake early warning. Keep the Science Simple If non-governmental organizations are interested in the science behind the ShakeAlert Earthquake Early Warning system, offer it in a variety of formats that include images and diagrams. KEY TALKING POINTS The following talking points capture ShakeAlert core messaging and are applicable to all stakeholder groups. They can also be used as social media messages and posts, as long as they meet prescribed character counts. • Because seconds matter, it is vital to be aware of the U.S. Geological Survey (USGS) ShakeAlert Earthquake Early Warning system and how to protect yourself when weak or greater shaking or greater is expected at your location. • ShakeAlert can save lives and reduce injuries by potentially giving people seconds to take protective actions, such as DROP-COVER-HOLD ON, or to move away from hazardous areas before shaking begins. You may have to take other safety measures based on your situation and environment. • The USGS issues ShakeAlert Messages, but alert delivery is by other public and private means (internet, radio, television, cellular), including Wireless Emergency Alerts (WEA), which are delivered to cell phones automatically by FEMA's Integrated Public Alert and Warning System (IPAWS). You can also download apps; check with your state or local emergency management agency for the apps that cover your area. • For every earthquake, there is a region near the epicenter where alerts will not arrive before shaking begins, because the ShakeAlert system needs time to determine the earthquake's size and likely shaking levels; then, it takes additional time for USGS partners to distribute the alert. • Alerts may be sent to cell phones where weak or greater shaking is expected. • You may also get an alert as a public announcement on TV or radio, or at your place of work. • Immediately DROP-COVER-HOLD ON as soon as you get an alert. Do not wait until you feel shaking! • ShakeAlert also can protect people and infrastructure by triggering automated actions, such as slowing trains to prevent derailments, opening firehouse doors so they do not jam shut, activating hospital generators to ensure continuity of service, and closing valves to protect water and natural gas systems. • In rare circumstances, you may get an alert when there was no earthquake; ShakeAlert is expected to improve over time. • ShakeAlert does not predict earthquakes; rather, an alert indicates that an earthquake has begun, weak or greater shaking is expected at your location, and self-protective actions should be taken immediately. • For more information, contact your state or local emergency management office, visit ShakeAlert.org, and follow USGS on Twitter @USGS_ShakeAlert. TOOLS The following messaging materials are advised for use with outreach opportunities and activities with NGOs. Depending on the type of environment, you may find additional tools to be helpful. Materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. This content is also available in multiple languages here. Consider including geographically, culturally, and demographically diverse images from this collection.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 10 NON-GOVERNMENTAL ORGANIZATIONS

MESSAGING TOOLKIT

Digital, Print Materials Thumbnails

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 11 NON-GOVERNMENTAL ORGANIZATIONS

MESSAGING TOOLKIT

Business Community This ShakeAlert Messaging Toolkit recognizes the business community as a key stakeholder group that emergency management professionals and other earthquake education practitioners can leverage to convey information and amplify messages about the ShakeAlert Earthquake Early Warning system and ways to stay safe. Employers have opportunities to increase worker awareness of hazards that can impact them in the workplace – such as earthquakes – and to offer them information and training on ways to self-protect when weak or greater shaking is expected. While some businesses employ hundreds or thousands of TIPS TO CONSIDER workers in large facilities, small businesses also employ a  Learn about the business’s functions and significant number of people in California, Oregon, and services to tailor messages to/with them. Washington. All businesses, regardless of their size, depend  Understand what types of workers the on the health and safety of workers to maintain operations. business employs, including those who have Whether or not businesses in your community have a limited or no English proficiency and those Business Continuity Plan as part of their emergency with access and functional needs. preparedness planning and response efforts, most are  Is your messaging inclusive of the entire aware they are operating in an earthquake-prone part of the diverse community? country. Businesses are also vital partners in emergency  Does the business currently provide fire response and recovery; many provide products and services drills, DROP-COVER-HOLD ON, and other that are critical to community resilience. worker safety training?  Communicating with the business community can be a one- Does the business have a PA system?  on-one opportunity or accomplished through affiliate Are employees required to stow or silence organizations, such as chambers of commerce, cell phones during work hours?  local/regional economic and industrial development entities Is the work environment too noisy to enable and districts, small business consortia, etc. (See Section 3 for workers to hear alerts on cell phones?  a broader discussion about outreach opportunities). Core Does the business host events that can be messages and tools recommended for the business leveraged as outreach opportunities?  community stakeholder group are designed to raise Does the business recognize “champion” awareness about ShakeAlert earthquake early warning and employees for workplace safety?  to encourage self-protective actions when someone gets an Encourage business participation in alert. Materials for people with limited English proficiency local/regional preparedness exercises, drills, and those with access and functional needs should be and events.  considered when communicating with the business Does the business have a website and social community about ShakeAlert. media presence to post ShakeAlert messages and materials? ShakeAlert messaging can be an ideal time to learn ways  Emphasize preparedness “because every your agency and business community partners can be second matters.” mutually supportive of each other’s missions in the  Maintain a relationship with leadership community before, during, and following disasters, including points of contact. earthquakes. (See Section 3 for a broader discussion about outreach opportunities with the business community.)

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 12 BUSINESS COMMUNITY

MESSAGING TOOLKIT

BEST PRACTICES Whether a business’s focus is providing a service or product, it needs safe workers to maintain operations. Each business environment will represent unique safety challenges, depending on its location, type of operations, the number of workers it employs, etc. Some may have public announcement (PA) systems to broadcast alerts to workers that weak or greater shaking is expected at their location, while others may not. Some may require workers to stow and/or silence cell phones during operations. Other times, a noisy environment can make it very difficult to hear a cell phone alert that shaking is expected. Outreach to business community partners presents ideal opportunities to increase awareness of automated systems, such as public announcement systems and digital signs that potentially increase alert delivery to workers, rather than relying solely on cell phones to alert employees that shaking is expected. Businesses should already be conducting regular fire and other types of safety drills in the workplace. If so, workers may already be familiar with the importance of on-the-job safety and may be open to learning about ShakeAlert and how it can help them to stay safe – both on and off the job. About the Science If members of the business community are interested in the science behind the ShakeAlert Earthquake Early Warning system, offer it in a variety of formats that include images and diagrams. Some businesses may be interested in more technical information, particularly if they have concerns about how it may impact their operations or if they are interested to become technical partners. KEY TALKING POINTS The following talking points capture ShakeAlert core messaging and are applicable to all stakeholder groups and their audiences. They can also be used as social media messages and posts, as long as they meet prescribed character counts. • Because seconds matter, it is vital to be aware of the U.S. Geological Survey (USGS) ShakeAlert Earthquake Early Warning system and how to protect yourself when weak or greater shaking is expected at your location. • ShakeAlert can save lives and reduce injuries by potentially giving people seconds to take protective action, such as DROP-COVER-HOLD ON, or to move away from hazardous areas before shaking begins. You may have to take other safety measures based on your situation and environment. • The USGS issues ShakeAlert Messages, but alert delivery is by other public and private means (internet, radio, television, cellular), including Wireless Emergency Alerts (WEA), which are delivered to cell phones automatically by FEMA's Integrated Public Alert and Warning System (IPAWS). You can also download apps; check with your state or local emergency management agency for the apps that cover your area. • For every earthquake, there is a region near the epicenter where alerts will not arrive before shaking begins, because the ShakeAlert system needs time to determine the earthquake's size and likely shaking levels; then, it takes additional time for USGS partners to distribute the alert. • Alerts may be sent to cell phones where weak or greater shaking is expected. • You may also get an alert as a public announcement on TV or radio, or at your place of work. • Remember to immediately DROP-COVER-HOLD ON as soon as you get an alert that shaking is expected. Do not wait until you feel shaking! • ShakeAlert also can protect people and infrastructure by triggering automated actions, such as slowing trains to prevent derailments, opening firehouse doors so they do not jam shut, activating hospital generators to ensure continuity of service, and closing valves to protect water and natural gas systems. • In rare circumstances, you may get an alert when there was no earthquake; ShakeAlert is expected to improve over time. SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 13 BUSINESS COMMUNITY

MESSAGING TOOLKIT

• ShakeAlert does not predict earthquakes; rather, an alert indicates that an earthquake has begun, weak or greater shaking is expected at your location, and self-protective actions should be taken immediately. • For more information, contact your state or local emergency management office, visit ShakeAlert.org, and follow USGS on Twitter @USGS_ShakeAlert. TOOLS The following messaging materials are advised for use with outreach opportunities and activities with the business community. Depending on the type of environment, you may find additional tools to be helpful. Materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection.

Digital, Print Materials Thumbnails

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 14 BUSINESS COMMUNITY

MESSAGING TOOLKIT

News Media This ShakeAlert Messaging Toolkit recognizes the news media as a key stakeholder group that emergency management professionals and other earthquake education practitioners can leverage as ShakeAlert core message amplifiers to news media readers, viewers, and listeners. TIPS TO CONSIDER If you haven’t already, establishing and maintaining cordial, cooperative lines of communication with the  Public information types of duties are best left news media can increase community awareness of the to professional communicators. ShakeAlert Earthquake Early Warning system and ways  Know the broadcast area or circulation reach of people and critical systems/infrastructure can stay safe your local/regional media. when shaking is expected. When communicating with  Know all news media players in your agency’s the news media, the goal is to convey the value of “footprint” and how they wish to be contacted. ShakeAlert and ways to stay safe by providing  Maintain a media contact list; staff changes. consistent, reliable information.  Is your messaging inclusive of the entire diverse community? Communications between emergency managers and the  Reach out to multilingual news media outlets. news media can be one-on-one opportunities with a  Start with face-to-face visit/s with key reporters, reporter who covers science and safety topics. A editors, publishers, and station managers. meeting with the publisher/editor of the local/regional  Identify and meet the meteorologist for newspaper, as well as emergency preparedness-focused broadcast media; they are science-oriented and commentaries for the opinion page, are additional ways will likely want technical information. to convey information about ShakeAlert. You might also  Make certain your agency spokesperson is host a roundtable for broadcast news media and comfortable on camera and answering encourage them to cover emergency preparedness questions, or refer questions to the USGS. exercises, drills, and other related events.  Contact the USGS ShakeAlert team for B-roll When an earthquake occurs in the United States or footage to support/enhance broadcast stations’ elsewhere around the globe, it is likely to gain news video coverage. media attention. Conveying information to local news  Always assume you are “on the record.” media about emergency preparedness in the ShakeAlert  Be sure you have a good working knowledge of coverage area when there is heightened attention on the science behind ShakeAlert, so you can speak the event can be helpful. Materials for people with confidently and clearly to avoid confusion and limited English proficiency always should be considered possible mistrust. when communicating about ShakeAlert with the news  When you don’t know the answer to a question, media. Finally, encourage the news media to attend say so and provide timely follow up. events where the USGS or emergency management will  Members of the news media are likely to ask speak about ShakeAlert. (See Section 3 for a broader questions focused on: reliability of the discussion about outreach opportunities with the news ShakeAlert System; false alerts/no alerts; its media.) inability to predict earthquakes; cost and who pays; how vulnerable populations can self- BEST PRACTICES protect; what automated systems trigger safety Be first. Be credible. Be honest. measures; and System “deployment” stages. These communications best practices stress the  Emphasize the importance of preparedness importance of telling your own story before someone “because every second matters.” else tells it for you and possibly incorrectly. Tell the ShakeAlert story with accuracy and consistency, which may require including a subject matter expert, such as an

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 15 NEWS MEDIA

MESSAGING TOOLKIT

earthquake scientist, and provide information that is honest and does not overpromise. The latter is particularly important, as the ShakeAlert system continues to evolve and improve. The time to establish relationships with news media outlets (print, online, and broadcast) is when there is no emergency. The West Coast of the United States is earthquake country, so it is reasonable to expect that news media outlets have already covered this topic. Unlike Atlantic Ocean hurricanes that can be forecasted with a degree of accuracy in location, landfall, and intensity, earthquakes along the West Coast cannot. This can add to community anxiety and even apathy. Thus, it is especially important to engage the news media (and in turn, the community) in outreach activities and awareness campaigns focused on ShakeAlert and how it works, how people can self-protect when shaking is expected, and what limitations exist. Prioritize messaging to news media commensurate with their knowledge base. Reporters also may wish to feature a special segment that includes technical, scientific background on ShakeAlert as part of a longer story. About the Science If the news media is interested in the science behind the ShakeAlert Earthquake Early Warning system, offer it in a variety of formats that include images and diagrams. News media may be interested in more technical information. KEY TALKING POINTS The following talking points capture ShakeAlert core messaging applicable to all stakeholder groups, including news media. Also included are more technical/scientific/budget-related talking points likely to be of interest to news media developing a more expansive story on the ShakeAlert Earthquake Early Warning system. • The ShakeAlert Earthquake Early Warning system is operated by the U.S. Geological Survey (USGS). • Since 2006, the USGS has been jointly developing the ShakeAlert Earthquake Early Warning system for the West Coast with partners from state governments, universities, and private foundations. • A ShakeAlert Message is issued by a USGS-managed network system that detects significant earthquakes quickly enough so alerts can be delivered to people and automated systems, potentially seconds before shaking arrives. ShakeAlert Messages are a product of the Advanced National Seismic System (ANSS). • Because seconds matter, it is vital to be aware of the USGS ShakeAlert Earthquake Early Warning system and how to protect yourself if you get an alert indicating that weak or greater shaking is expected at your location. • The USGS and its university and state ShakeAlert partners are working to implement earthquake early warning across the West Coast (California, Oregon, and Washington) to complement existing tools that contribute to earthquake risk reduction. • ShakeAlert can save lives and reduce injuries by potentially giving people seconds to take protective actions, such as DROP-COVER-HOLD ON, or to move away from hazardous areas, such as overhead threats, before shaking begins. • You may have to adapt protective actions to your situation and environment, such as if you are in a wheelchair, bed, or vehicle. • The USGS issues ShakeAlert Messages, but alert delivery is by other public and private means (internet, radio, television, cellular), including Wireless Emergency Alerts (WEA), which are delivered to cell phones automatically by FEMA's Integrated Public Alert and Warning System (IPAWS). You can also download apps; check with your state or local emergency management agency for the apps that cover your area. • ShakeAlert is an innovative technology that will improve over time. In rare circumstances, you may get an alert when there was no earthquake. • Lessons learned from ShakeAlert technical partnerships across the three participating states will benefit the entire ShakeAlert System.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 16 NEWS MEDIA

MESSAGING TOOLKIT

• There are hundreds of seismometers installed throughout California, Oregon, and Washington along the many faults that can produce earthquakes. • False alerts can happen in rare circumstances, but will decline in frequency as more seismic sensors are installed and the ShakeAlert System is improved. • The location and initial magnitude of an earthquake are rapidly estimated by analyzing the first shaking measured by sensors near the source. • All earthquakes start small and grow as time passes. Thus, it is not possible to determine immediately after an earthquake starts how large it will eventually become. • The USGS will issue ShakeAlert Messages for earthquakes over a set magnitude. Alert delivery is permitted for earthquakes at or over a set magnitude and to areas with an estimated minimum ground motion or greater. • Once an earthquake is detected, the initial ground-shaking severity across a region is estimated, and alerts may be delivered to local populations where shaking is expected. • The ShakeAlert system continues to refine ground motion estimates and updates ShakeAlert Messages as the earthquake grows and more information from the event in progress becomes available. • Typically, people at more distant locations from an earthquake epicenter will have more time to self-protect and may experience less intense shaking for a particular magnitude earthquake. • ShakeAlert processing centers in Seattle, the San Francisco Bay area, and the Los Angeles area are now fully integrated across the West Coast. • Speeding up mass delivery of alerts is being addressed by the Federal Emergency Management Agency (FEMA), cellular telephone companies, and others. • For every earthquake, there is a region near the epicenter where alerts will not arrive before shaking begins, because the ShakeAlert system needs time to determine the earthquake's size and likely shaking levels; then, it takes additional time for USGS partners to distribute the alert. • Alerts may be sent to cell phones where weak or greater shaking is expected; apps can also be downloaded. Check with your state or local emergency management agency for the apps that cover your area. • You may also get an alert as a public announcement on TV or radio, in a public venue, or at work. • Remember to immediately DROP-COVER-HOLD ON as soon as you get an alert that shaking is expected at your location. Do not wait until you feel shaking! • ShakeAlert also can protect people and infrastructure by triggering automated actions, such as slowing trains to prevent derailments, opening firehouse doors so they do not jam shut, activating hospital generators to ensure continuity of service, and closing valves to protect water and natural gas systems. • In rare circumstances, you may get an alert when there was no earthquake; ShakeAlert is expected to improve over time. • ShakeAlert does not predict earthquakes; rather, an alert indicates that an earthquake has begun, weak or greater shaking is expected at your location, and self-protective actions should be taken immediately. • Earthquakes are a national problem with more than 143 million people exposed to potentially damaging shaking in the United States, 50 million of whom are on the West Coast in California, Oregon, and Washington. • The 2020 estimate of the annual operation and maintenance cost of the completed ShakeAlert system is $28.6 million per year. Operation of the highly reliable data telemetry component adds $9.8 million per year to this cost, although that could be substantially reduced if states and other partners provide data communications at no or reduced cost. • Funding for ShakeAlert has been provided primarily by the USGS, the California Governor's Office of Emergency Services (Cal OES), the State of Oregon, the State of Washington, and the Gordon and Betty Moore Foundation.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 17 NEWS MEDIA

MESSAGING TOOLKIT

• For more information, visit ShakeAlert.org, follow USGS on Twitter @USGS_ShakeAlert, or contact your state or local emergency management office. TOOLS The following messaging materials are advised for use with outreach opportunities and activities with the news media. Depending on the type of environment, you may find additional tools to be helpful. Materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection.

Digital, Print Materials Thumbnails

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 18 NEWS MEDIA

MESSAGING TOOLKIT

Elected and Public Officials This ShakeAlert Messaging Toolkit recognizes elected and public officials as a key stakeholder group emergency management professionals and other earthquake education practitioners can leverage to convey information and amplify messages to constituents about the ShakeAlert Earthquake Early Warning system and ways to stay safe. Elected and public officials oversee agencies that provide essential transportation and utility services, as well as emergency management and first responder services. These officials and their staffs are motivated to be well- informed about hazards that affect their respective jurisdictions. They often strive to ensure their messages are accessible to all their constituents, including people with access and functional needs and those with limited English proficiency. (See Section 3 for a broader discussion about outreach opportunities with elected and public officials.) Elected and public officials are often seen by the general public as TIPS TO CONSIDER authoritative sources, especially during emergencies. Emergency managers are almost always public employees and therefore, also  If the jurisdiction has many serve as authoritative voices. Most of the partner institutions constituents with limited English involved in ShakeAlert —especially the USGS, state offices of proficiency, consider making emergency management, and public research universities— can multilingual materials available. expand the reach of their own messaging by collaborating with  Be mindful of inclusive language and elected and public officials, as appropriate. In fact, this already respectful of diversity. takes place. Earthquake early warning and hazard preparedness  Ask if an official will speak publicly or information shared among these partners is welcomed. Elected with the press. Never assume they officials may also be vocal partners in support of installation of will or can. automated uses of ShakeAlert in the community.  Invite elected and public officials to participate in preparedness exercises. BEST PRACTICES  Ensure the officials and their staffs When discussing ShakeAlert, speak plainly and be clear about what have access to ShakeAlert materials. it can and cannot do. Do not overpromise when communicating to  ShakeAlert talking points may be elected and public officials and their staffs, but share sincere recommended as useful, but don’t enthusiasm about the work that has been done and expectations presume an official will use them. for the future. Encourage the use of subject matter experts to  Always emphasize the importance of explain technical details. preparedness. ShakeAlert Sometimes, emergency managers will communicate directly with complements, but does not replace the public; at other times, elected and public officials might take emergency management policies. the lead, especially at public events and when addressing the news media. Officials may have their own concerns or restrictions regarding timing, venues, or formats. Always be respectful of their authority within their jurisdictions. Earthquakes typically affect many jurisdictions across a large region, so coordination among various officials can be crucial. Work with them when and where they are available to serve as messaging conduits. About the Science If elected and public officials are interested in the science behind the ShakeAlert Earthquake Early Warning system, offer it in a variety of formats that include images and diagrams. They may be interested in more technical information.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 19 ELECTED AND PUBLIC OFFICIALS

MESSAGING TOOLKIT

KEY TALKING POINTS The following talking points capture ShakeAlert core messaging applicable to all stakeholder groups, including elected and public officials. • The ShakeAlert Earthquake Early Warning system is operated by the U.S. Geological Survey (USGS). • Since 2006, the USGS has been jointly developing the ShakeAlert System for the West Coast with partners from state governments, universities, and private foundations. • A ShakeAlert Message is an early warning from a network system that detects significant earthquakes quickly enough so alerts can be delivered to people and automated systems, potentially seconds before shaking arrives. ShakeAlert Messages are a product of the Advanced National Seismic System (ANSS). • Because seconds matter, it is vital to be aware of ShakeAlert and how to protect yourself when weak or greater shaking is expected at your location. • The USGS and its university and state ShakeAlert partners are working to implement earthquake early warning across the West Coast (California, Oregon, and Washington) to complement existing tools that contribute to risk reduction. • ShakeAlert can save lives and reduce injuries by potentially giving people seconds to take protective actions, such as DROP-COVER-HOLD ON, or to move away from hazardous areas before shaking begins. • You may have to take other safety measures based on your situation and environment, such as if you are in a wheelchair, bed, or vehicle. • The USGS issues ShakeAlert Messages, but alert delivery is by other public and private means (internet, radio, television, cellular), including Wireless Emergency Alerts (WEA), which are delivered to cell phones automatically by FEMA's Integrated Public Alert and Warning System (IPAWS). You can also download apps; check with your state or local emergency management agency for the apps that cover your area. • ShakeAlert is an innovative technology that will improve over time. In rare circumstances, you may get an alert when there was no earthquake. • Lessons learned from ShakeAlert technical partners across the three participating states will benefit the entire ShakeAlert System. • There are hundreds of seismometers installed throughout California, Oregon, and Washington along the many faults that can produce earthquakes. • False alerts can happen in rare circumstances, but will decline in frequency as more seismic sensors are installed and the ShakeAlert System is improved. • The location and initial magnitude of an earthquake are rapidly estimated by analyzing the first shaking measured by sensors near the source. • All earthquakes start small and grow as time passes. Thus, it is not possible to determine immediately after an earthquake starts how large it will eventually become. • The USGS will issue ShakeAlert Messages for earthquakes over a set magnitude. Alert delivery is permitted for earthquakes at or over a set magnitude and to areas with an estimated minimum ground motion or greater. • Once an earthquake is detected, the initial ground-shaking severity across a region is estimated and alerts are delivered to local populations where weak or greater shaking is expected. • The ShakeAlert system continues to refine ground motion estimates and updates ShakeAlert Messages as the earthquake grows and more information from the event in progress becomes available. • Typically, people at more distant locations from the earthquake epicenter will have more time to self-protect and may experience less intense shaking for a particular magnitude earthquake.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 20 ELECTED AND PUBLIC OFFICIALS

MESSAGING TOOLKIT

• ShakeAlert processing centers in Seattle, the San Francisco Bay area, and the Los Angeles area are now fully integrated across the West Coast. • Speeding up mass delivery of alerts by the Wireless Emergency Alert (WEA) system is being addressed by the Federal Emergency Management Agency (FEMA), cellular phone companies, and others. • For every earthquake, there is a region near the epicenter where alerts will not arrive before shaking begins, because the ShakeAlert system needs time to determine the earthquake's size and likely shaking levels; then, it takes additional time for USGS partners to distribute the alert. • Alerts may be sent to cell phones where weak or greater shaking is expected; apps can also be downloaded. Check with your state or local emergency management agency for the apps that cover your area. • You may also get an alert as a public announcement on TV or radio, at work, or in a public venue. • Remember to immediately DROP-COVER-HOLD ON as soon as you get an alert that shaking is expected at your location. Do not wait until you feel shaking! • ShakeAlert also can protect people and infrastructure by triggering automated actions, such as slowing trains to prevent derailments, opening firehouse doors so they do not jam shut, activating hospital generators to ensure continuity of service, and closing valves to protect water and natural gas systems. • In rare circumstances, you may get an alert when there was no earthquake; ShakeAlert is expected to improve over time. • ShakeAlert does not predict earthquakes; rather, an alert indicates that an earthquake has begun, weak or greater shaking is expected at your location, and self-protective actions should be taken immediately. • Earthquakes are a national problem with more than 143 million people exposed to potentially damaging shaking in the United States, 50 million of whom are on the West Coast in California, Oregon, and Washington. • The 2020 estimate of the annual operation and maintenance cost of the completed ShakeAlert system is $28.6 million per year. • Funding for ShakeAlert has been provided primarily by the USGS, the California Governor's Office of Emergency Services (Cal OES), the State of Oregon, the State of Washington, and the Gordon and Betty Moore Foundation. • For more information, visit ShakeAlert.org, follow ShakeAlert on Twitter @USGS_ShakeAlert, or contact your state or local emergency management office. TOOLS The following messaging materials are advised for use with outreach opportunities and activities with elected and public officials. Depending on the type of environment, you may find additional tools to be helpful. Materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 21 ELECTED AND PUBLIC OFFICIALS

MESSAGING TOOLKIT

Digital, Print Materials Thumbnails

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 22 ELECTED AND PUBLIC OFFICIALS

MESSAGING TOOLKIT

People with Access and Functional Needs Consistent with the Federal Emergency Management Agency’s (FEMA) policy to ensure that emergency management services and messaging are inclusive of the whole community, this ShakeAlert Messaging Toolkit offers best practices, tips, and additional resources for communicating with people with access and functional needs. Executive Order 13407 requires FEMA to “include in the public alert and warning system the capability to alert and warn all Americans, including those with disabilities,” therefore reaching the whole community. In response, FEMA established the Integrated Public Alert and Warning System (IPAWS), which automatically delivers alerts as Wireless Emergency Alerts (WEA) to cell phones, just like severe weather and AMBER alerts. The term “access and functional needs” refers to people with and TIPS TO CONSIDER without disabilities who have physical, programmatic, and  Many community and faith-based effective communication accessibility requirements. The person organizations provide support may be disenfranchised from mainstream media because of a services and advocate on behalf of language barrier or a lack of internet access. Satisfying access and people with access and functional functional needs enables equal access to emergency programs and needs. Recognize this connection in information for the whole community. your outreach. BEST PRACTICES  Is your messaging inclusive of the Following are best practice language guidelines FEMA recommends entire diverse community? when speaking or referring to people with access and functional  Encourage local organizations with needs who may be disproportionately impacted in a disaster. which this stakeholder group • Use people-first language; place the emphasis on the associates to hold informational individual, not the disability. sessions and practice drills. • Use terms consistent with the integration mandate in the  When speaking to organizations Americans with Disabilities Act (ADA) that requires public representing people with access and agencies to provide services "in the most integrated setting functional needs, include a sign appropriate to the needs of individuals with disabilities." language interpreter. • Disability is a legally defined term for a protected class of  Encourage others to talk to individuals and remains an appropriate term. community members who will need • Only refer to a person’s disability if it is relevant. to self-protect by means other than • Avoid terms that lead to exclusion (e.g., “special” is associated DROP-COVER-HOLD ON, such as if with “separate.”) they are in a recliner/bed or if they • Avoid terms that are judgmental, negative, or sensational use a wheelchair/walker. (e.g., special, brave, frail).  At facilities where these stakeholder • Avoid generalizations about an individual’s level of functioning groups and their audiences may based on their diagnosis or disability. frequent/reside, message on Keep the Science Simple physical/digital bulletin boards and If people with access and functional needs are interested in the ask to make a presentation or science behind the ShakeAlert Earthquake Early Warning system, demonstrate a drill. offer it in a variety of formats that include images and diagrams.  Consider ways to message, such as For more information on communications with people with access signage, flashing lights, TV crawlers. and functional needs, see this collection of guidance documents.  Be sure materials are developed in Additionally, visit earthquakecountryalliance.org for more accordance with ADA Section 508. earthquake safety information for people with access and (See AFN guidance.) functional needs in English and Spanish. SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 23 PEOPLE WITH ACCESS AND FUNCTIONAL NEEDS

MESSAGING TOOLKIT

KEY TALKING POINTS • Because seconds matter, it is vital to be aware of the U.S. Geological Survey (USGS) ShakeAlert Earthquake Early Warning system and how to protect yourself when shaking is expected. • The USGS issues ShakeAlert Messages, but alert delivery is by other public and private means (internet, radio, television, cellular), including Wireless Emergency Alerts (WEA), which are delivered to cell phones automatically by FEMA's Integrated Public Alert and Warning System (IPAWS). You can also download apps; check with your state or local emergency management agency for the apps that cover your area. • ShakeAlert can save lives and reduce injuries by potentially giving people seconds to take a protective action, such as DROP-COVER-HOLD ON, or to move away from hazardous areas before shaking begins. • You may have to take other safety measures based on your situation, such as if you are in a recliner, bed, wheelchair, or in a vehicle. • During an earthquake, you may have to adapt to your situation if you cannot take cover under a desk or table. Do not go outside! If you are already outside, stay away from buildings and hazardous situations, such as streetlights and overhead utility lines. If you can, DROP to your knees, BEND OVER to protect vital organs, and COVER your head and neck with your arms and hands, and HOLD ON until shaking stops. • If you are in a recliner or chair when shaking is expected, BEND OVER to protect vital organs and COVER your head and neck with a book, pillow, or your hands and arms. • If you are in bed, stay there. If possible, lie face down to protect your vital organs, and COVER your head and neck with a pillow, keeping your arms as close to your head as possible. HOLD ON to your head and neck with both hands until shaking stops. Stay where you are. • If you are in a wheelchair, quickly move to an interior wall and LOCK your wheels. BEND OVER to protect vital organs, and COVER your head and neck with your arms, a book, or a pillow. Then HOLD ON until shaking stops. • If you are in a vehicle, activate the emergency alert flashers, pull over, and stay inside the vehicle. Never stop under or near trees, utility wires, overpasses, bridges, or gas stations. • If you are in a store or where there is no place to take cover, move away from overhead objects to an interior space, then DROP and BEND OVER to protect vital organs, and HOLD ON to your head and neck with both arms and hands until shaking stops. • Alerts will be sent as a WEA to cell phones, just like a severe weather or AMBER alert. You may also get an alert as a public announcement on TV or radio, or at your place of work. • For every earthquake, there is a region near the epicenter where alerts will not arrive before shaking begins. • In rare circumstances, you may get an alert when there was no earthquake; ShakeAlert is expected to improve. • ShakeAlert does not predict earthquakes; rather, an alert indicates that an earthquake has begun, weak or greater shaking is expected at your location, and self-protective actions should be taken immediately. • ShakeAlert also can protect people and infrastructure by triggering automated actions, such as slowing trains to prevent derailments, opening firehouse doors so they do not jam shut, activating hospital generators to ensure continuity of service, and closing valves to protect water and natural gas systems. • For more information, visit ShakeAlert.org, follow ShakeAlert on Twitter @USGS_ShakeAlert, or contact your state or local emergency management office. TOOLS The following messaging materials are advised for use with outreach opportunities and activities with people with access and functional needs. Depending on the type of environment, you may find additional tools to be helpful. Materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection. SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 24 PEOPLE WITH ACCESS AND FUNCTIONAL NEEDS

MESSAGING TOOLKIT

Digital, Print Materials Thumbnails

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 25 PEOPLE WITH ACCESS AND FUNCTIONAL NEEDS

MESSAGING TOOLKIT

People with Limited English Proficiency Across the three West Coast earthquake-prone states — California, Oregon, and Washington – the four languages most commonly spoken (aside from English) are Spanish, Vietnamese, Chinese, and Tagalog. It is important to remember that within each language, regional influences are often reflected in different dialects, as well as expressions, pronunciations, and common terms (vernacular). Although many people have some fluency in reading, speaking, or understanding English, their preferred language often is the one in which they are most fluent. If people TIPS TO CONSIDER can read information in their preferred language, it increases trust in  Know the demographic profile of the information they are presented. your community and be sure your BEST PRACTICES messaging is inclusive.  Conduct due diligence before reaching out to communities with Encourage local organizations with concentrations of people with limited English proficiency. Learn what which those with limited English community groups, faith-based organizations, businesses, and proficiency associate to hold facilities, and local venues they frequent. Be sure your hand-outs and informational sessions, drills. They PowerPoint presentations reflect appropriate languages, and have a can help with developing translation translator/interpreter with you if you do not read/speak the that reflects local dialects. audience’s language, respectively. Often, you can rely on a leader or  Encourage community-wide volunteer from a community group or faith-based organization to participation in drills and events serve as a translator/interpreter. Be sure they are credible. focused on emergency preparedness for hazards most likely to impact the Know what multilingual news media outlets serve the community. community. They will be important communication conduits for messaging to those with limited English proficiency.  Be sure to create a welcoming, inclusive atmosphere at events. Keep the Science Simple  Remember, people who speak a If people with limited English proficiency are interested in the language other than English or who science behind the ShakeAlert Earthquake Early Warning system, have limited English proficiency are offer it in a variety of formats that include images and diagrams. not necessarily hard of hearing; be KEY TALKING POINTS, SOCIAL MEDIA respectful to not increase your Translated core messages from the flyer, FAQ, and bill insert can volume, unless there is a large be used as key talking and for inclusion in social media and web crowd and you do not have a posts. microphone. TOOLS  Include universally recognized wayfinding icons at events; this can The following messaging materials are advised for use with help to overcome language barriers. outreach opportunities and activities with populations that speak Spanish, Chinese, Vietnamese, and Tagalog. Multilingual materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 26 PEOPLE WITH ACCESS AND FUNCTIONAL NEEDS

MESSAGING TOOLKIT

Tribal Communities Communicating the importance of earthquake early warning TIPS TO CONSIDER and emergency preparedness with American Indians and  CONSULTATION: Before your visit, contact Alaska Natives is a vital part of ShakeAlert outreach. tribal liaisons, USGS tribal liaisons, and State Respecting tribal nations involves awareness of their Historical Preservation Officials (SHPO) who cultures, laws, and government-to-government consultation can assist with tribal outreach information. preferences. For some tribes, reading their treaty documents See links at the end of the Tribal and history is required prior to visiting. Communities section in this document. Many federal and state agencies have tribal liaisons who can Free FEMA tribal government relations assist with contact information, cultural awareness, and training is highly recommended. other consultation guidance practices prior to your outreach.  PHOTOGRAPHY: Ask for permission to photograph anything and anyone. Do not BEST PRACTICES assume unrestricted photography is Each tribe has different languages, government structures, acceptable. regions, leadership, and approaches to how they prefer to  CULTURAL RESPECT: Ask if the tribe has a communicate. Some have directors, chair positions, councils, museum or other resources to understand presidents, emergency managers, safety officers, health and their culture. Some tribes have public events human services, medical staff, and many personnel who you can attend. would like to learn about earthquake early warning. Ask your  Understand and adhere to a tribe's tribal contact who they recommend that you should speak leadership structure when conducting with regarding how and where to host a presentation. outreach. Address all tribal contacts in the format they choose (by title,  Avoid stereotypical language that can be first name, etc.). Be polite, respectful, and professional at all perceived as racist, demeaning, sarcastic ,or times. Choose appropriate attire; business class or business rude. casual is typically acceptable. Again, seek counsel from your  Be inclusive, avoid political commentary or tribal liaison. Maintaining consistent, trustworthy, ongoing inflammatory social topics. Do not engage in communications is an enduring best practice. any activities that can cause controversy.  Focus on Core Messages TIME/COMMUNICATION: Each tribe is as different as are their individuals. Not Focus on core messages through key talking points, delivery everyone is talkative, responsive, timely, or of hand-outs, and drills focused on DROP-COVER-HOLD ON. shares the same enthusiasm. Be patient, Much like communications with most other stakeholder courteous, and open to learning. groups or audiences, talk that is complicated and unrelated  WEBSITES: Most tribes have social media buries and undermines key messages. Avoid jargon, obscure pages and dedicated main websites. Do your language, and acronyms; use everyday language that is easy homework and learn about their history and to understand. Graphic images tell stories that people of a culture before conducting outreach. variety of ages can understand. The DROP-COVER-HOLD ON

diagrams and other depictions of protective actions can be impactful messaging tools. Empowering individuals to take self-protective actions is at the core of ShakeAlert messaging, and this approach appeals to tribal communities. Work with tribal representatives to achieve each tribe’s goals for health and safety. Whenever possible, bring resources, training, and other forms of support to the working relationship with tribal governments.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 27 TRIBAL COMMUNITIES

MESSAGING TOOLKIT

Keep the Science Simple If tribal members are interested in the science behind the ShakeAlert Earthquake Early Warning system, offer it in a variety of formats that include images and diagrams. KEY TALKING POINTS • During an earthquake, you may have only seconds to take protective actions, such as DROP-COVER-HOLD ON. Do not wait to feel shaking! • The USGS and its partners developed ShakeAlert, an Earthquake Early Warning system that issues alerts that are delivered by other public and private means (internet, radio, television, cellular), including Wireless Emergency Alerts (WEA). WEA are delivered to cell phones automatically by FEMA's Integrated Public Alert and Warning System (IPAWS), just like a severe weather or AMBER alert. You can also download apps. • ShakeAlert can save lives and reduce injuries by potentially giving people seconds to take a protective action, such as DROP-COVER-HOLD ON, or to move away from hazardous areas before shaking begins. You may have to take other safety measures based on your situation and environment, such as if you are in a recliner, bed, wheelchair, or in a vehicle. • During an earthquake, you may have to adapt to your situation and environment if you cannot take cover under a desk or table. Do not go outside! If you are outside, stay away from buildings and hazardous situations, such as streetlights and overhead utility lines. If you can, DROP to your knees, BEND OVER to protect vital organs, and COVER your head and neck with your arms and hands, and HOLD ON until shaking stops. • If you are in a recliner or chair when you get an alert that shaking is expected, BEND OVER to protect vital organs and COVER your head and neck with a book, pillow, or your hands and arms. • If you are in bed, stay there. If possible, lie face down to protect your vital organs, and COVER your head and neck with both hands until shaking stops. You are less likely to be injured by fallen and broken objects by staying where you are. • If you are in a wheelchair, quickly move to an interior wall and LOCK your wheels. BEND OVER to protect vital organs, and COVER your head and neck with your arms, a book, or a pillow. Then HOLD ON until shaking stops. • If you are in a vehicle, activate the emergency alert flashers, pull over, and stay inside the vehicle. Never stop under or near trees, utility wires, or gas stations. • If you are in a store or where there is no place to take cover, move away from overhead objects to an interior space, then DROP and BEND OVER to protect vital organs, and HOLD ON to your head and neck with both arms and hands until shaking stops. • For every earthquake, there is a region near the epicenter where alerts will not arrive before shaking begins. • In rare circumstances, you may get an alert when there was no earthquake; ShakeAlert is expected to improve over time. • ShakeAlert does not predict earthquakes; rather, an alert indicates that an earthquake has begun, weak or greater shaking is expected at your location, and self-protective actions should be taken immediately. • ShakeAlert can protect people and infrastructure by triggering automated actions, such as slowing trains to prevent derailments and opening firehouse doors so they do not jam shut. • For more information, visit ShakeAlert.org or follow ShakeAlert on Twitter @USGS_ShakeAlert.

SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 28 TRIBAL COMMUNITIES

MESSAGING TOOLKIT

TOOLS The following messaging materials are advised for use with outreach opportunities and activities with tribal communities. Depending on the type of environment, you may find additional tools to be helpful. Materials prepared in digital formats that can be output for distribution, shared via email or social media, or posted on websites can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection.

Digital, Print Materials Thumbnails

Social Media Linked are sample social media messages, including short messages that can be used as “tweets” on Twitter, and sample longer messages that can be used as web copy, blog content, and on other social media platforms where character count is greater than Twitter. Click here for guidance on character limits for the most prevalent social media platforms (as of June 2020), including Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. Key Talking Points included in the ShakeAlert Messaging Manual can also be tweeted if they meet the 280 character count limit. Consider adding photographs and graphics/icons from these linked collections. ADDITIONAL RESOURCES Additional guidance for communicating emergency preparedness and earthquake early warning with tribal communities can be found among Toolkit resources here. Links that also may be helpful to you include: • FEMA (https://www.fema.gov/preparedness-resources-tribes) • FEMA Ready Indian Country (https://www.ready.gov/indian-country) • Ca OES Tribal Coordination (https://caloes.ca.gov/cal-oes-divisions/tribal-coordination) • Northwest Tribal Emergency Management Council (http://www.nwtemc.org/) • USGS Tribal Liaisons Contact List (https://www.usgs.gov/about/organization/science-support/office-tribal- relations/about/tribal-relations-members) • FEMA Tribal Government-to-Government Training (online, free) https://training.fema.gov/tribal/ • USGS Tribal Relations/Consultation (https://www.usgs.gov/about/organization/science-support/office-tribal- relations/about/tribal- consultation#:~:text=USGS%20research%20that%20has%20been,in%20the%20project's%20planning%20stage) • US Department of the Interior, Tribal Consultation Policy (https://www.doi.gov/tribes/Tribal-Consultation- Policy) SECTION 2: STAKEHOLDER GROUP-BASED BEST PRACTICES, TIPS, TOOLS, TALKING POINTS 29 TRIBAL COMMUNITIES

MESSAGING TOOLKIT SECTION 3: OUTREACH OPPORTUNITIES t is important to note that this Shake Alert Messaging Toolkit was started in 2019, but issued during the COVID-19 pandemic. Some outreach opportunities (e.g., large public events) suggested may not be feasible. COVID has I changed the way we communicate, particularly through an increase in social distancing and online communications. Consider these outreach rules of thumb to determine how to prioritize what information you share to whom and when: (1) To increase message retention, know your audience and tailor two to four messages to them based on what you want them to learn and remember; (2) Avoid information overload; repeating numerous short messages is better than offering one long, complex message; and (3) Ensure your messages are targeted to the audience and are suitable for the situation in which they will be used.

Leverage Preparedness Events LEVERAGE PREPAREDNESS EVENTS SHAKEOUT Stakeholder Groups Organized by the Earthquake Country Community, NGOs Business Limited English Proficiency Alliance, International ShakeOut Day is Faith-Based Community every third Thursday of October, when most organizations and agencies schedule their ShakeOut drills and other News Elected & Tribal People with Access earthquake preparedness activities. Media Public Officials Communities and Functional Needs However, you can drill on any day. Millions of people in schools, organizations, and homes participate on or around ShakeOut Day. Use this as an opportunity to include ShakeAlert education and training, and to encourage people to register to participate in drills and exercises at ShakeOut.org. Best Practices • Consider joining ShakeOut events and exhibits. • Consider joining preparedness drills and exercises. • ShakeAlert education can easily be integrated into Step 5 of the Seven Steps to Earthquake Safety. For example, Step 5 could include DROP, COVER, HOLD ON when shaking is felt or you get an alert. • At a minimum, ShakeOut is a one-minute earthquake drill. You decide when, how, and where you want to do it, and with whom. Agencies can use this opportunity to test ShakeAlert and familiarize communities with it and the alerts. • Some delivery systems will allow organizations to trigger an alert for use in a drill. Resources to create a realistic drill, including audio files and drill manuals, are available from USGS and Earthquake Country Alliance. Consider tsunami drills for coastal communities. • Use Toolkit materials to conduct ShakeAlert education as part of ShakeOut and preparedness messaging. • You can also initiate a response or tabletop exercise, and conduct communications tests and drills. Learn more at ShakeOut.org/howtoparticipate for customizable tools.

SECTION 3: OUTREACH OPPORTUNITIES 30 LEVERAGE PREPAREDNESS EVENTS

MESSAGING TOOLKIT

NATIONAL PREPAREDNESS MONTH National Preparedness Month is recognized each September to promote family/community disaster and emergency planning throughout the year. National Preparedness Month provides a perfect opportunity to include education about ShakeAlert as part of overall preparedness PREPAREDNESS EVENTS messaging, and to encourage participation in drills that CREATIVE OUTREACH OPPORTUNITIES practice DROP-COVER-HOLD ON and other protective actions. It also provides a nice lead-up to ShakeOut in Host a campaign-based webpage on your October. agency’s website, and include information about how ShakeAlert is one component of overall Best Practices earthquake preparedness. • Each year, National Preparedness Month is organized Create a ShakeAlert QR code to link people to around a specific theme (e.g., “Prepared, Not Scared” more information. $ in 2019). Customize messages to align with the Partner with local fire departments in October for Fire Safety Awareness Month. Participants identified theme. should already have a safety mindset. • To amplify reach, use National Preparedness Month Work with broadcast news media to produce hashtags; these may change every year. public service announcements about ShakeAlert. • Ready.gov hosts a National Preparedness Month Point people to ShakeAlert.org or Twitter website, which includes outreach resources for @USGS_ShakeAlert. customization and use. Adapt social media posts and launch a targeted • National Fire Safety Month occurs every October and campaign using Facebook ads and/or Twitter- presents an opportunity to partner with local fire $$ promoted tweets to target members of your departments to talk about ShakeAlert as part of community with information about ShakeAlert community safety measures, particularly the and general emergency preparedness. triggering of automated systems, such as opening Print/produce ShakeAlert-specific materials provided in this Toolkit and distribute them to firehouse doors in the event of an earthquake. $$$ • Include tsunami safety outreach and/or tsunami targeted communities as part of existing local preparedness campaigns. evacuation drills in coastal communities, since an earthquake may be the only sign of a tsunami. TRIBAL EMERGENCY MANAGEMENT CONFERENCES Northwest Tribal Emergency Management Council Annual Regional Conference The Northwest Tribal Emergency Management Council’s Annual Regional Conference is considered the largest gathering of tribal emergency managers, tribal health personnel, hazard mitigation, and response and recovery professionals. This conference is well-attended by numerous government agencies, including FEMA, the National Emergency Response and Recover Training Center (NERRTC), and the U.S. Department of Homeland Security Center for Domestic Preparedness (DHS-CDP), to name a few. Presentation, exhibit, and sponsorship opportunities can offer outreach forums. The Northwest Tribal Emergency Management Council is a non-profit organization that serves tribes in Alaska, Idaho, Oregon, and Washington for the purposes of information sharing and solidarity in dealing with homeland security, emergency management, and public health issues as they pertain to Native Nations. National Tribal Emergency Management Council Annual Conference The National Tribal Emergency Management Council (NTEMC) hosts an Annual National Tribal Emergency Management Conference. In 2020, the event is scheduled during Preparedness Month, and will be held from September 28-October 2. The NTEMC is a long-standing sub-committee of the Northwest Tribal Emergency Management Council, which shares information and best practices, and discusses public safety, public health, and homeland security issues affecting those living in tribal communities. SECTION 3: OUTREACH OPPORTUNITIES 31 LEVERAGE PREPAREDNESS EVENTS

MESSAGING TOOLKIT

TSUNAMI AWARENESS EVENTS States and communities hold tsunami preparedness campaigns throughout the year at times that make the most sense for their coastal communities. For instance, March is designated as Tsunami Preparedness Month in California. Additionally, November 5 is designated World Tsunami Awareness Day. The ShakeOut campaign is also an important place to share ShakeAlert information and tsunami awareness with coastal communities. Best Practices • In ShakeAlert focus groups, members of the public reported they would expect to learn more about ShakeAlert at the beach, where they are familiar with tsunami education. Connecting ShakeAlert to tsunami preparedness is advised to reach this captive audience. • For important tsunami preparedness information, visit https://www.weather.gov/safety/tsunami, and use this Toolkit’s tsunami protective actions graphic. HEAVY TOURISM/VACATION SEASONS Many communities plan preparedness outreach efforts during vacation season, when many people from outside the area visit. These people are often less familiar with the West Coast’s earthquake risk, with ShakeAlert, and with what to do to stay safe. Best Practices • Consider opportunities to partner with visitors bureaus in popular vacation destinations. • Oregon’s Tsunami Safe Program (https://www.oregon.gov/oem/hazardsprep/Pages/Tsunami-Safe.aspx) provides a best practice to leverage the tourism sector and message about important preparedness information. Tools to Leverage Preparedness Events Materials prepared in digital formats that can be used with presentations and roadshows can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection. Social Media Linked are sample social media messages, including short messages that can be used as “tweets” on Twitter, and sample longer messages that can be used as web copy, blog content, and on other social media platforms where character count is greater than Twitter. Click here for guidance on character limits for the most prevalent social media platforms (as of June 2020), including Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. Key Talking Points included in Section 2 of this ShakeAlert Messaging Manual can also be tweeted if they meet the 280 character count limit. Consider adding photographs and graphics/icons from these linked collections.

SECTION 3: OUTREACH OPPORTUNITIES 32 LEVERAGE PREPAREDNESS EVENTS

MESSAGING TOOLKIT

Presentations and Roadshows CONFERENCES AND EXHIBITS LEVERAGE PREPAREDNESS EVENTS Emergency managers and public Stakeholder Groups information officers (PIOs) are often Community, NGOs Business Limited English Proficiency sought out to deliver preparedness Faith-Based Community information as part of professional conference presentations. Conferences provide unique opportunities to reach News Elected & Tribal People with Access large numbers of a particular Media Public Officials Communities and Functional Needs community. Best Practices • Develop an annual calendar of relevant conferences that bring together members of your targeted stakeholder groups. Prioritize your attendance. • Submit a ShakeAlert poster for conference and tradeshow poster sessions, even if there is no formal ShakeAlert presentation. • Invite other ShakeAlert experts to join you in conference presentations and trade shows (e.g., USGS, state geologists, university and seismic sensor network staff, technical partners, etc.). Ask these invited guests to focus on ShakeAlert success stories relevant to your stakeholder groups. ROADSHOWS Roadshows offer opportunities to take ShakeAlert and general preparedness information directly to communities you otherwise may not be able to easily reach. Roadshows are a great way to spread the word via in-person, interactive formats and reach a variety of different stakeholder groups and their respective audiences. Many emergency management agencies already conduct roadshows in their jurisdiction. ShakeAlert information and education can easily be integrated into roadshow objectives. Best Practices • Identify a list of targeted communities in your jurisdiction that would benefit from a deeper dive on ShakeAlert and what it means to them. • Plan roadshow events to be no more than half a day. Include interactive components to engage stakeholder groups, perhaps in protective-action drills. Leave behind ShakeAlert materials. Materials in multilingual formats can be found here. • Invite news media and elected/public officials, if appropriate. SHORT WEBINAR SERIES In-person presentations and/or doing roadshows to reach targeted stakeholder groups and communities might not always be possible. However, there are many ways to be creative with an engagement opportunity. Hosting virtual events, whether through webinar platforms, such as WebEx and Zoom, or using social media “live” features, such as Facebook Live and Instagram Live, could increase your ShakeAlert outreach efforts. While individual webinars can be tailored to a specific audience, recording and sharing the video can create another outreach tool for you to share with other similar groups. Seeking permission to record and share these sessions is advised. You might consider a PowerPoint presentation.

SECTION 3: OUTREACH OPPORTUNITIES 33 WHEN EARTHQUAKE EVENTS OCCUR

MESSAGING TOOLKIT

Best Practices • Schedule a series of web-based events that build on one another, PRESENTATIONS AND ROADSHOWS and use these core message focus areas: CREATIVE OUTREACH OPPORTUNITIES  WHAT is the ShakeAlert Earthquake Early Warning system? Consider developing a “ShakeAlert in  WHY should people care? Your Community” poster that can  HOW can ShakeAlert be used to warn people and initiate serve multiple purposes at automated actions to avoid/reduce harm? conferences, during roadshows, and at community presentations.  HOW can people get alerts?  WHAT is the alert message people will get? Create a ShakeAlert QR code to link people to more information.  WHAT self-protective actions should people take when they get an alert or feel shaking? $ Adapt sample social media posts and launch a campaign using Facebook,  HOW much advance warning may ShakeAlert provide? Twitter, and Next Door to target  WHAT are the limitations of ShakeAlert? members of your community with  WHERE can people get more information about ShakeAlert and information about ShakeAlert and ways to stay safe? general disaster preparedness. • Keep each webinar short. Usually, a 10-15 minute presentation Request/offer to author a guest with ample time for questions and answers works well. Inclusion article about ShakeAlert in the of graphics tools can help to “show and tell” the ShakeAlert story. group’s publication (print/digital). • Use these opportunities to practice DROP-COVER-HOLD ON and Consider purchasing ad space on other protective actions for a variety of situations and social media platforms to advertise ShakeAlert in association with environments. conferences/roadshows/webinars. • Promote webinars using social media channels and partner $$ Consider purchasing ad space on the organizations that can amplify your message. conference host’s website/journals • Use live polling software, such as PollEverywhere, to engage to promote ShakeAlert and your webinar participants. Ask questions about their familiarity with presentation or exhibit. ShakeAlert, their comprehension of the information, and how Print ShakeAlert materials and they will use it. Use this information to adapt future webinars. have novelty items produced (e.g., • With permission, record webinars and make them available on fridge magnets, bumper stickers, agency websites for the public to revisit. bookmarks, hot/cold beverage $$$ • Enlist guests (e.g., members of the public, other ShakeAlert sleeves), for distribution at conferences and roadshows. experts, technical users, etc.) to join you on the webinar and provide broad perspectives. Buy/co-sponsor webinar platforms as speaking “venues.” TOOLS TO USE WITH PRESENTATIONS AND ROADSHOWS Materials prepared in digital formats that can be used with presentations and roadshows can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection. Social Media Linked are sample social media messages, including short messages that can be used as “tweets” on Twitter, and sample longer messages that can be used as web copy, blog content, and on other social media platforms where character count is greater than Twitter. Click here for guidance on character limits for the most prevalent social media platforms (as of June 2020), including Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. Key Talking Points included in Section 2 of this ShakeAlert Messaging Manual can also be tweeted if they meet the 280 character count limit. Consider adding photographs and graphics/icons from these linked collections.

SECTION 3: OUTREACH OPPORTUNITIES 34 WHEN EARTHQUAKE EVENTS OCCUR

MESSAGING TOOLKIT

When Earthquake Events Occur Earthquakes that occur on the West LEVERAGE PREPAREDNESS EVENTS Coast of the United States or Stakeholder Groups anywhere around the world are Community, NGOs Business Limited English Proficiency timely opportunities to get the word out Faith-Based Community about ShakeAlert. The “recency effect” tells us the public’s attention to disaster preparedness is higher after a disaster News Elected & Tribal People with Access occurs. This window can be used to Media Public Officials Communities and Functional Needs heighten awareness about ShakeAlert and secondary impacts associated with earthquakes, such as aftershocks, displacement, fire, flooding, debris flows, etc. WHEN AN EARTHQUAKE OCCURS IN THE SHAKEALERT COVERAGE AREA Depending on the characteristics of an earthquake occurring in the ShakeAlert coverage area, an alert may or may not be issued. In some cases, the public may get an alert before, during, or after shaking. As such, it is important to use USGS-vetted information to explain how ShakeAlert works. WHEN AN EARTHQUAKE OCCURS OUTSIDE THE SHAKEALERT WHEN EARTHQUAKE EVENTS OCCUR COVERAGE AREA CREATIVE OUTREACH OPPORTUNITIES Build a library of approved social media After a damaging earthquake occurs outside the ShakeAlert posts that can be used quickly after coverage area, community members, the news media, and other news of a hazardous event. Organize or key stakeholders may have questions about earthquake tag them by type of hazard and preparedness and the ShakeAlert Earthquake Early Warning platform for easy access. system. This can be a delicate messaging balance between $ Work with broadcast news media to answering questions, such as “What if it happened here?,” and produce/air public service being sensitive to death and destruction experienced elsewhere. announcements about ShakeAlert. Best Practices Point people to USGS webpages to learn more about a recent earthquake • Partner with the USGS ShakeAlert program to use anywhere in the world. consistent post-alert messaging. Follow ShakeAlert on Twitter Adapt sample social media posts and @USGS_ShakeAlert for information, and consult the USGS- launch a campaign using Facebook ads produced ShakeAlert Post-Alert Summaries for more and/or Twitter-promoted tweets to information. Each Post-Alert Summary is event-specific and look $$ target members of your community slightly different; click here for an example. with information about ShakeAlert and • If a ShakeAlert Message is issued by the USGS, the icon shown general disaster preparedness. here will appear on the earthquake event page. Print ShakeAlert materials and have • Retweet or repost official USGS statements about the novelty items produced, such as fridge earthquake, as well as ShakeAlert. magnets/bookmarks/bumper stickers, $$$ • Post-hazard messaging will be received by those significantly hot and cold beverage sleeves, and impacted by the hazard. Always demonstrate respect for impacted include them as part of local preparedness campaigns. and potentially traumatized people in messaging.

SECTION 3: OUTREACH OPPORTUNITIES 35 WHEN EARTHQUAKE EVENTS OCCUR

MESSAGING TOOLKIT

TOOLS TO USE WHEN EARTHQUAKE EVENTS OCCUR Materials prepared in digital formats that can be used when earthquake events occur can be accessed here. Consider including geographically, culturally, and demographically diverse images from this collection. Social Media Linked are sample social media messages, including short messages that can be used as “tweets” on Twitter, and sample longer messages that can be used as web copy, blog content, and on other social media platforms where character count is greater than Twitter. Click here for guidance on character limits for the most prevalent social media platforms (as of June 2020), including Facebook, Twitter, Instagram, LinkedIn, Pinterest, and YouTube. Key Talking Points included in Section 2 of this ShakeAlert Messaging Manual can also be tweeted if they meet the 280 character count limit. Consider adding photographs and graphics/icons from these linked collections.

SECTION 3: OUTREACH OPPORTUNITIES 36 WHEN EARTHQUAKE EVENTS OCCUR

MESSAGING TOOLKIT

SECTION 4: TOOLKIT RESOURCES This section identifies and links users of this ShakeAlert Messaging Toolkit to the repository of resources for use with ShakeAlert communications, education, and outreach. Resources 1. SHAKEALERT OUTREACH MATERIALS a. Digital/Print Materials b. Animated Video c. PowerPoint Templates d. Graphics Library e. Photo Library f. Sample Social Media

2. SHAKEALERT MULTILINGUAL OUTREACH MATERIALS a. Spanish b. Chinese c. Vietnamese d. Tagalog

3. HELPFUL COMMUNICATIONS AND OUTREACH GUIDANCE a. Guidance on Social Media Character Counts b. Guidance on Communicating with People with Access and Functional Needs c. Guidance on Communicating with Tribal Communities

4. OTHER RESOURCES a. ShakeAlert CEO Workshops b. Online Focus Groups Summary c. ShakeAlert Contact/Activity Tracker d. USGS Contacts

SECTION 4: TOOLKIT RESOURCES 37

MESSAGING TOOLKIT

Acronyms ACRONYMS AND THEIR MEANING AFN (People) with access and functional needs This is actually not an acronym, although it is typically used in all-caps. This Emergency Alert System was conceived in 1996 as a memorial to nine-year- AMBER (Alert) old Amber Hagerman, who was kidnapped and murdered. It is used nationwide today as an alert that a child has been abducted and is missing. ANSS Advanced National Seismic System Cal OES California Governor’s Office of Emergency Services CERT Community Emergency Response Team CFBO Community and Faith-Based Organizations COVID-19 is a highly infectious respiratory disease caused by a new COVID-19 coronavirus that has resulted in an unprecedented global public health crisis. DHS-CDP U.S. Department of Homeland Security Center for Domestic Preparedness EEW Earthquake Early Warning EOC Emergency Operations Center EM Emergency Management FEMA Federal Emergency Management Agency IPAWS Integrated Public Alert and Warning System The Modified Mercalli Intensity scale is composed of increasing levels of MMI earthquake intensity that range from imperceptible shaking to catastrophic destruction; it is designated by Roman numerals (e.g., I, II, III, IV, etc.). MOU Memorandum of Understanding (singular form) NERRTC National Emergency Response and Recovery Training Center NGO Non-Governmental Organization NWTEMC Northwest Tribal Emergency Management Council PA Public Announcement PIO Public Information Officer (used in Emergency Management) PSA Public Service Announcement USGS United States Geological Survey WEA Wireless Emergency Alert

Note: Please refer to this USGS glossary of terms for a more expansive list.

SECTION 4: TOOLKIT RESOURCES 38