The Five-Second Rule for Emergency Alerts: Why Clear Messages Improve Public Safety

Follow these best practices for effective emergency alerting:

• Keep it short: limit the message to essential details only. Two or three sentences with a maximum of up to 360 characters is ideal.
• Make it actionable: tell recipients exactly what to do. Include action + location + timeframe.  
• Be specific: name streets, landmarks, or neighborhoods. Avoid using jargon or vague terms like “the area.”  
• Stay consistent: build trust and instant recognition by starting every alert with [ALERT/TEST] – [Agency Name].
• Use templates: create a library of alerts to improve response time and reduce errors during an emergency. 

The five-second rule isn’t about shortening messages — it’s about prioritizing what matters most. When residents understand an alert at a glance, they act faster and more confidently.

With CodeRED, emergency leaders can deliver alerts that are not only fast, but also clear, geo-targeted, and trusted.

Because in an emergency, the right message — delivered the right way — can make all the difference. 

Emergency alerts compete with stress, fear, and information overload. Long or complex messages increase the risk of confusion or inaction.

Applying the five-second rule helps you:

• Improve immediate comprehension.
• Increase compliance with protective actions.
• Reduce follow-up calls and public confusion.
• Strengthen trust in official alerts.
• Minimize alert fatigue over time. 

Before sending any alert, ask:

• Does the hazard appear in the first line?
• Is the location immediately clear?
• Is there only one action to take?
• Is the language plain and direct?
• Would this make sense on a phone lock screen as a public safety alert?

If the answer is yes, the alert is likely five-second rule–ready. 

Put the five-second rule into practice. Download The Flood Line eBook to learn how agencies can deliver clearer emergency alerts as flood risk rises.