As we mark Severe Weather Preparedness Month 2025, organizations across the nation are reviewing their emergency communication strategies with renewed urgency. At Message Broadcast, we recognize that delivering critical alerts when every second counts isn’t just about sending messages, it’s about ensuring those messages reach their destination when lives are at stake.
The National Weather Service’s Weather-Ready Nation initiative emphasizes “Building Community Resilience” through effective communication systems.1 The lessons from severe weather events have shown us that even the most robust systems can be tested during crisis situations.
Learning from Recent Weather Events
The recent storm seasons have taught utility companies nationwide valuable lessons about emergency communications. Consider what might happen if a major hurricane, such as one from the 2024 Atlantic hurricane like Hurricane Milton, were to force mass evacuations across Florida. In such a scenario, Florida Power & Light’s rapid messaging system would be invaluable in coordinating community response. The ability to quickly disseminate emergency text messages would help residents make life-saving decisions as the storm approached.
This scenario aligns with the Department of Energy’s guidance on emergency preparedness and response2, which emphasizes that communication infrastructure resilience is essential during severe weather events. The critical need for faster message delivery extends beyond routine operations, as it becomes vital during peak demand situations when emergency alert text messages can make the difference between safety and disaster.
The Messaging Bottleneck Challenge
During severe weather events, standard text alert systems often encounter what’s called the “messaging bottleneck.” As thousands or even millions of people simultaneously receive emergency alerts, traditional systems struggle with surge capacity. This bottleneck occurs precisely when message delivery is most critical, when every second counts.
The problem stems from technical limitations that weren’t designed for the massive spikes in volume that characterize crisis communications. According to FEMA’s Continuity Guidance Circular3, organizations must maintain continuous communications capabilities even during catastrophic events. This is a standard that conventional systems frequently fail to meet. These challenges are exactly what Message Broadcast’s new High-Throughput technology was designed to address.
Preparing Your System for Storm Season 2025
As storm season approaches, there are several essential pre-storm system checks that utilities should complete with any communications platform. First, evaluate current throughput needs based on your customer base and geographic location. An emergency texting service serving coastal regions, for instance, may need significantly more capacity than one serving inland areas less prone to evacuation scenarios.
Is high-capacity throughput right for your organization? Key indicators include experiencing delays during previous emergency communications, serving regions prone to severe weather events, or having responsibility for critical infrastructure communications. Integration with American Meteorological Society’s published guidelines on emergency communications4 should be part of your planning procedures as you assess your readiness.
Customer Education for Disaster Response Planning
Preparing your customers for severe weather season involves more than just your own system readiness. An effective emergency communications strategy includes proactive customer education. Develop storm-specific message templates designed to align with CDC’s Crisis and Emergency Risk Communication (CERC) principles5, ensuring that messages are clear, actionable, and appropriate for high-stress situations.
Encourage your customers to take these critical preparedness steps:
- Opt in to receive emergency text alerts from all relevant local and national services
- Keep mobile devices charged and have backup power sources ready
- Save important emergency contact information in their phones
- Designate an out-of-state contact for family check-ins during local emergencies
- Understand what different alert messages mean and what actions they should take
The Weather Ready Nation Ambassador toolkit provides excellent resources for public education components that complement your emergency alert system6. Advanced technology streamlines delivery of time-sensitive educational content, ensuring that weather alert texts reach your audience before critical decision points during an emergency.
High Throughput Technology
Message Broadcast’s High-Throughput (HTP) feature is engineered to overcome the messaging bottlenecks that plague emergency communications. This innovation delivers significantly faster message transmission during peak demand scenarios, with more reliable throughput when every second counts.
The enhanced queue management capabilities of HTP prioritize critical communications during crisis events, while improved delivery monitoring and reporting give emergency managers real-time insight into message status. This addresses the message delivery challenges identified in best practices guidance from the Department of Homeland Security’s Cybersecurity and Infrastructure Security Agency (CISA)7, particularly the need for assured delivery during infrastructure strain.
Our HTP feature also achieves faster speeds through dedicated short codes, direct carrier connections, and volume-based throughput agreements—all while maintaining the highest levels of compliance and security that our clients expect.
High-Throughput technology is available as an add-on for our EONS platform. Key features of the rollout include:
- Enhanced message throughput dashboard for real-time monitoring
- Automated queue prioritization based on message urgency
- Comprehensive delivery analytics for after-action review
This advancement represents a significant leap forward in emergency mass text messaging capabilities.
Be Ready for Storm Season
With severe weather events becoming increasingly unpredictable and intense, emergency preparedness has never been more important. The combination of emergency planning, proper system configuration, and cutting-edge technology ensures that your organization can maintain critical communications even in the most challenging circumstances.
Your emergency text alert system forms a critical link in your overall emergency preparedness kit. It’s also how you connect with your community when traditional communications may be compromised. Ready.gov’s storm readiness guidelines emphasize the importance of multiple, redundant communication channels8, and your SMS alert system should be configured for maximum reliability. As we face the 2025 storm season, now is the time to ensure these systems are in place.
Contact Message Broadcast today Message Broadcast High Throughput to learn how High-Throughput technology can elevate your emergency alert capabilities this storm season. When severe weather threatens your community, your ability to send emergency message alerts quickly and reliably isn’t just a convenience—it’s a necessity that saves lives.
From tornado preparedness kits to evacuation plans, from disaster preparedness strategies to emergency planning protocols, effective communication ties every aspect of emergency response together. Make sure your SMS, email, and voice alert systems are ready to perform when it matters most.
References:
- American Meteorological Society. (n.d.). Policy statement on emergency management and preparedness.
- Centers for Disease Control and Prevention. (n.d.). Crisis and emergency risk communication (CERC).
- Department of Energy. (n.d.). Emergency preparedness and response.
- Department of Homeland Security. (n.d.). Emergency communications best practices.
- Federal Emergency Management Agency. (2023). Continuity guidance circular.
- National Weather Service. (n.d.). Weather-Ready Nation initiative.
- National Weather Service. (n.d.). Weather-Ready Nation Ambassador toolkit.
- Ready.gov. (n.d.). Severe weather preparedness.