Graduate Abstract
Ted Greenhalgh
Spring 2007
Assessing DHS Messaging
by
Ted Greenhalgh
Bachelor of Science. Biological Sciences
University of Nevada, Las Vegas
1996
A thesis submitted in partial fulfillment
of the requirements for the
Master of Science Degree in Environmental Science
Department of Environmental Studies
Greenspun College of Urban Affairs
Graduate College
University of Nevada, Las Vegas
Spring 2007
Dr. David M. Hassenzahl, Examination Committee Chair
Chair and Associate Professor of Environmental Science
University of Nevada, Las Vegas
ABSTRACT
Following the tragic events of September 11, 2001, perceived weaknesses in the government’s structure led to the creation of the Department of Homeland Security (DHS). In its mission statement, DHS recognizes the difficulty it faces and sees its mission as a learning process not only for the Department, but for the public as well:
“Ready.gov is a common sense framework designed to launch a process of learning about citizen preparedness. One of the primary mandates of the U.S. Department of Homeland Security is to educate the public, on a continuing basis, about how to be prepared in case of a national emergency – including a possible terrorist attack.” (www.ready.gov, 2006)
Tasked with not only protecting the public, but also keeping it aware of possible threats, both natural and man-made, DHS created the Ready.gov web site (www.ready.gov, 2006) and the Homeland Security Advisory System (www.dhs.gov, 2006).
The Ready.gov site targets individual and organization preparedness, offering visitors detailed instructions on how to make emergency plans, prepare resources, and receive information during times of emergency. True to its mission statement, DHS continues to develop and improve the Ready.gov site. In 2006 DHS overhauled their web site twice, attempting to create a more professional and accessible resource for the public. Earlier incarnations of the Ready.gov invoked antiquated cold war imagery and lacked user friendliness (www.ready.gov, 2005). Today the site matches the quality and user friendliness of more modern web sites, like Yahoo and Google, and even includes sections for kids (www.yahoo.com, 2006; www.google.com, 2006; www.ready.gov, 2007). The same can’t be said for the Homeland Security Advisory System, which continues to operate much as it has since its creation. Designed as the all-encompassing primary source of information dissemination, the DHS website states that the Advisory System consists of three parts, Homeland Security Threat Advisories, Homeland Security Information Bulletins, and the Color-coded Threat Level System (www.dhs.gov, 2006). Taken from their website, Homeland Security sets the following goals to accomplish these three tasks: Homeland Security Threat Advisories contain actionable information about an incident involving, or a threat targeting, critical national networks or infrastructures or key assets. They could, for example, relay newly developed procedures that, when implemented, would significantly improve security or protection. They could also suggest a change in readiness posture, protective actions, or response. This category includes products formerly named alerts, advisories, and sector notifications. Advisories are targeted to Federal, state, and local governments, private sector organizations, and international partners.
Homeland Security Information Bulletins communicate information of interest to the nation’s critical infrastructures that do not meet the timeliness, specificity, or significance thresholds of warning messages. Such information may include statistical reports, periodic summaries, incident response or reporting guidelines, common vulnerabilities and patches, and configuration standards or tools. It also may include preliminary requests for information. Bulletins are targeted to Federal, state, and local governments, private sector organizations, and international partners.
Color-coded Threat Level System is used to communicate with public safety officials and the public at-large through a threat-based, color-coded system so that protective measures can be implemented to reduce the likelihood or impact of an attack. Raising the threat condition has economic, physical, and psychological effects on the nation; so, the Homeland Security Advisory System can place specific geographic regions or industry sectors on a higher alert status than other regions or industries, based on specific threat information.
While these concepts seem reasonable and practical, effectively communicating risk events, like natural disasters and terrorist attacks, remains an elusive goal, not only for federal agencies, but for most media outlets as well (Levy, et al. 1986; Crane, 1992; Rogers, 1999; Roche & Muskavitch, 2003). The inherent uncertainty associated with complex issues like risk assessment places these agencies in a difficult scenario plagued by a milieu of problems.