One sad outcome of the Virginia Tech tragedy has been the hyper-activity of many of the notification vendors who provide phone or text message services. I have talked to a number of university leaders and all have commented on how they have been inundated with pitches–many of them distasteful in light of the tragic circumstances.
Then you get those who claim they are the first or only or whatever–even by people who know better. Here is an example from an otherwise excellent article about the emergence of mass notifications in crisis communication by Bulldog Reporter writer David Henderson. What university and other communicators need to know is that there is a dizzying array of notification options and providers. What they also need to know is that sending a max 140 character message on a cell phone, or sending a brief phone message, or lighting up a digital sign (all good ideas) will trigger a massive demand for information. It will require continual delivery of messages to those who wish to receive them, it will require a virtual non-stop flow of information on a specially-prepared website, it will require the ability to manage potentially thousands of personal interactions–all with a very stretched and probably distributed leadership and communication team.
There are complete solutions that help you do that. But don’t think that communication end once you triggered the siren. Now the real work begins.