How do you write a missing persons alert that actually gets the public to respond?

In this episode of The Alerting Authority, Jeannette Sutton and Eddie Bertola sit down with Tim Williams, Program Manager of the New York State Missing Persons Clearinghouse, to explore how New York is rethinking missing persons messaging, public alerting, and effective communication.

This conversation goes deep into the science behind alert wording, why plain language matters, and how thoughtful messaging can increase public engagement, reduce confusion, and improve outcomes in missing and endangered person cases.

Topics include:

• How New York reduced alert activation time from hours to minutes
• Why “boilerplate” alert messages often fall short
• The shift from template-based alerts to skill-based message design
• The research behind effective missing persons messaging
• Why over-alerting and too many alert names can create confusion
• Removing jargon and using plain language the public understands
• How New York approaches privacy, dignity, and behavioral descriptions in alerts
• Whether details like eye color, vehicle models, and alert labels actually matter
• Stakeholder collaboration with broadcasters, emergency managers, DOT, and law enforcement
• Public trust, community empowerment, and the future of missing persons alerting

Tim also shares how the New York State Missing Persons Clearinghouse is setting a national example through policy innovation, public awareness efforts, and evidence-based messaging practices.

If you work in emergency management, public warning, law enforcement, missing persons investigations, or crisis communication, this episode is packed with practical insights you can apply immediately.

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#MissingPersons #EmergencyAlerting #PublicWarning #CrisisCommunication #WirelessEmergencyAlerts

What happens when emergencies involve your pets or animals? In this lively and unfiltered episode of The Alerting Authority, hosts Eddie Bertola and Jeannette Sutton bring in their pets—complete with roaming goats, curious cats, and plenty of unexpected moments—to explore the critical role animals play in disasters.

Joined by Dr. Sarah DeYoung, an expert in disaster research and companion animals, the conversation dives into how pets, livestock, and even exotic animals impact evacuation decisions, emergency messaging, and public safety outcomes. From goats knocking over cameras to cats hiding during evacuations, this episode blends humor with powerful insights on preparedness, warning systems, and real-world challenges.

You’ll learn:

• How animals influence human decision-making during emergencies
• Why early warnings are essential for households with pets and livestock
• The hidden risks of evacuating (or not evacuating) with animals
• Practical preparedness tips for pet owners and emergency managers
• The emotional and psychological impact of losing animals in disasters
• How organizations and policies are evolving to support animal safety

Plus, hear firsthand stories from the field—including hurricane evacuations, wildfire impacts, and the chaos of managing animals in real-time.

🎙️ Sponsored by HQE Systems – providing integrated alerting and notification solutions to help emergency managers simplify complex communication during crises.

Whether you're an emergency manager, pet owner, or just love animals, this episode offers valuable insights into making communities safer—for both people and the animals they care about.

In this episode of The Alerting Authority, hosts Jeannette Sutton and Eddie Bertola sit down with veteran alerting leader Carri Gordon to break down the evolution, effectiveness, and future of missing persons alerts.

With nearly 35 years of experience in emergency communications and public safety, Carri shares her journey from early dispatch operations—long before modern alerting systems—to leading statewide alert programs and now serving as a national subject matter expert on the Ashanti Alert initiative.

This episode dives deep into:

• How AMBER Alerts evolved from manual processes to real-time notifications
• The critical role of Wireless Emergency Alerts (WEA) in saving lives
• Why actionable information matters more than awareness alone
• The truth about alert criteria, delays, and decision-making
• How the Ashanti Alert Act is transforming missing adult alerting nationwide
• Lessons learned from real cases—both successful recoveries and tragic outcomes
• Why the public should never disable emergency alerts on their phones

You’ll also hear firsthand stories of alerts leading to recoveries within minutes—and the hard lessons that reshaped how alerting authorities operate today.

Whether you’re in emergency management, law enforcement, public safety communications, or simply want to understand how these systems protect communities, this episode provides expert insight into the science, strategy, and human impact behind every alert.

🎙️ Sponsored by Everbridge

This episode is proudly sponsored by Everbridge, a global leader in critical event management (CEM). Trusted by over 6,500 organizations worldwide, Everbridge helps governments and enterprises anticipate, respond to, and recover from critical events using powerful, AI-driven alerting and resilience solutions.