Measurable, Meaningful Change

Next week will be the 5-year anniversary of the 9/11 terrorist attacks. We’ve invested heavily since then in building our traditional response infrastructure and in preparedness branding campaigns. Even so, Hurricane Katrina revealed profound weaknesses in our collective ability and willingness to protect all people living in the United States. The increased presence of 9/11 in the public conversation that this anniversary will bring is an opportunity.

Let people know about the specific, measurable, meaningful ways you've helped the people you serve increase their safety, preparedness and response capacity. How are you making a difference? Avoid hype and generalities, and sincerely convey the measurable and meaningful changes you've made, and it will help build and restore trust for many of the people you serve.