Q&A: Darrell Jeter talks Alert Carolina changes

Carolina is updating its messages from the Alert Carolina emergency notification system as part of the recommendations from a third-party’s after-action report on the shooting incident on campus Aug. 28, 2023.

Alert Carolina is UNC-Chapel Hill’s primary method of communicating information — through text, email and social media — during an emergency or dangerous situation.

The Well spoke with Darrell Jeter, director of Carolina’s emergency management and planning department, to talk about the changes.

Why was there a need to address the Alert Carolina system?

Alert Carolina’s purpose is to provide timely public safety messaging to the Carolina community, particularly emergency notifications. We want to make sure that the information we’re sharing with our intended audience is effective, it’s reaching them and they’re able to interpret it to take the appropriate actions.

Any time after utilizing the system, whether through a test or a real event, if we can receive feedback from representatives from that audience, we want to take full advantage of doing so. In this case, the incidents that we had last August and September allowed us to really get some useful information and feedback from our campus community about the alert that’s focused on an armed or dangerous person. It wasn’t based on a theory. It was based on real experiences that people had in the moment.

What was the feedback you received?

We identified themes that said there’s an opportunity for us to provide more clarity in our messaging, more specificity and to inform the actions that people need to take. We also got an understanding of what their expectation is to receive periodic updates between the initial notification and the “all clear.”

Some of the feedback mentioned including information on the location and nature of an incident, and also, after sending out that initial notification, the frequency of the updates that we’re providing to them. There was a three-hour lockdown on Aug. 28 last year, and that’s a long time for people to be waiting.

The other theme from our feedback was with the “all clear.” After the threat has been resolved, the “all clear” message previously indicated “resume normal activity.” The intent of that is to indicate that there is no longer a lingering threat. After the August and September incidents, we shifted our campus operating conditions, and we suspended classes and nonmandatory operations. The “all clear” messaging saying “resume normal operations” was inconsistent with the follow-up message that then said we are shifting and canceling operations.

Can you explain the changes to the Alert Carolina messaging, particularly the “Run, Hide, Fight” language?

With every emergency notification that we issue to our campus community, its intent is twofold. First, it’s to let them know that there is something happening on or near campus that requires their immediate attention. Second, it’s to provide actions they need to take to protect themselves from that particular risk or threat.

In this case, with an armed or dangerous person, we want to provide them with the key actions that they have as options, and that’s the purpose of “Run, Hide, Fight.” With training, there’s more interpretation of what each of those actions mean. Depending on your location and your assessment of your surroundings, one of those three options should provide you with a safe option to keep yourself protected, whether you need to run away from the threat or hide and secure in place to create a barrier between you and the threat, or, if you absolutely have to, fight to protect yourself or use anything that can distract the aggressor and keep you safe.

We’ve also changed the messaging for our other emergency situations, either a fire/hazmat incident or tornado warning. Those messages are also designed to be clearer, with fire/hazmat messaging prompting individuals to go inside and close doors and windows. Tornado warning messages will now instruct individuals to seek shelter and avoid doors and windows.

Also, as mentioned earlier, we are changing the “all clear” message in each situation to note that the emergency has been resolved, and that the University is assessing any impacts and how to restart operations.

These are just a few changes in our long process to continue making Alert Carolina the best it can be.

How do these changes help keep Carolina safer?

The campus safety message and our Carolina Ready program message is only as effective as its interpreted meaning, so if the campus community doesn’t understand what we’re telling them to do, it’s ineffective. We’re trying to reduce any ambiguity in the moment, so they’re able to take immediate action. The quicker you can interpret what’s going on and what actions you need to take, it reduces the likelihood of you being vulnerable to a particular risk or hazard. We never can guarantee 100% safety on our campus, but it first begins with knowing what’s going on and knowing what actions you can take to protect yourself.

What steps should the campus community take to ensure they’re getting the information they need?

Our Carolina Ready message is “be informed, be prepared, take action.” To ensure everyone is properly informed, we want to make sure that every student, faculty and staff member is registered to receive text notifications to their mobile device. Instructions for that are on our Alert Carolina website. We have outdoor sirens; we send out emails. We put it on computer displays throughout the campus, but the one mode of receiving that notification that guarantees you get it, regardless of your location, is through your mobile device.

Instructions for that are on our Alert Carolina website. We have outdoor sirens; we send out emails. We put it on computer displays throughout the campus, but the one mode of receiving that notification that guarantees you get it, regardless of your location, is through your mobile device. Instructions for that are on our Alert Carolina website. We have outdoor sirens; we send out emails. We put it on computer displays throughout the campus, but the one mode of receiving that notification that guarantees you get it, regardless of your location, is through your mobile device.