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A conversation with Matt Weiner on the Fix Our Forests Act and why the Senate needs to take action — now.

After the Los Angeles County wildfires in January, it seemed like the federal government was finally poised to do something about the decades of flawed forestry practices and land management policies that have turned the West into a tinderbox. On January 23, before the L.A. fires were even fully extinguished, the House of Representatives passed the Fix Our Forests Act on a bipartisan 279–141 vote, queuing up a bill that proponents say would speed and simplify forest and wildfire management projects that have gotten bogged down in a regulatory morass.
Then … not much happened. Though Republican Senators John Curtis of Utah and Tim Sheehy of Montana teamed up with Democrats John Hickenlooper of Colorado and Alex Padilla of California to write their own version of the Fix Our Forests Act for the Senate, the bill stalled after a summer spent focused on the reconciliation bill. Meanwhile, more wildfires made headlines.
Matt Weiner, the founder and CEO of the nonprofit advocacy group Megafire Action, wants to bring some urgency back. This week, the organization launched a six-figure ad campaign in Washington, D.C., aimed at spurring senators to get back to working on wildfire resilience and forestry reform. Though the bill’s approach is divisive — the House version drew initial pushback from more than 100 environmental organizations, including the Sierra Club, Natural Resources Defense Council, and League of Conservation Voters, for opening up large tracts of federal forest to logging, among other concerns — Weiner told me “there’s no huge substantive holdup in the Senate that is keeping it from getting to 60 votes.”
I caught up with Weiner this week to learn more about where things stand with the Fix Our Forests Act and talk through some of the bill’s more controversial regulatory rollbacks. Our conversation has been edited and condensed for clarity.
Catch our readers up: Why the Fix Our Forests Act, and why now?
We’re looking at a generational opportunity to change the way we do land management. This is the most significant change Congress has considered since the Healthy Forest Restoration Act, and maybe even since the original National Forest Act.
The smoke impacts of wildfires are killing more people than the flames. Wildfires are the most significant driver of PM 2.5 emissions growth in the country right now. The clean air community has done a fantastic job of reducing industrial emissions of PM 2.5, which has had real public health impacts, but those gains are in danger of vanishing because of the growth of wildfire smoke exposure.
Then there’s the climate. If you care about carbon emissions, this is a huge opportunity at a time when a lot of other climate issues seem to be on the backburner. The 2020 fire season in California — a particularly bad year — released enough carbon to undo 20 years of the state’s emissions reduction progress. The 2023 Canadian wildfires, if treated as a country, would have been the third-largest emitter in the world that year. And if you start thinking about Alaska and the Boreal burning in the way the West has been burning, it could potentially be game over for the climate. It’s important that people understand that this is an existential climate issue and that we have an opportunity to make progress in a bipartisan way.
You and I have chatted before — we first spoke about the Fix Our Forests Act almost a year ago, now. What’s happened in the past 12 months with the bill?
The bill passed the House right after the Los Angeles fires. The last time we spoke [in October 2024], the bill had passed the House in the previous Congress with a bipartisan margin. But this time, it got a much bigger bipartisan show of support: 64 Democrats and all the Republicans in the House.
The bill saw some changes and improvements to focus on the immediate needs in Los Angeles County [after the January 2025 fires] — things like improving the ability of a city like Los Angeles to gain access to Community Wildfire Defense Grant funding and improvements to the Wildfire Intelligence Center targeted at making sure it plays a role in helping local governments make decisions on where to place assets before a high risk event.
Then the bill went to the Senate, but instead of moving the House bill through, a group of senators came together to write a bipartisan version with some changes. Senator Curtis from Utah was the lead, along with Senators Padilla, Hickenlooper, and Sheehy. Their version included changes to the litigation section from the House bill, which had raised concerns among a lot of environmental organizations, as well as modifications to the permitting section. That earned the bill the support of more environmental organizations than the version from the House — they have the Nature Conservancy, the Environmental Defense Fund, the Audubon Society, and the National Wildlife Federation on board, as well as a lot of local organizations and wildfire groups like the Alliance for Wildfire Resilience.
But then a lot of the oxygen in the Senate was taken up by the reconciliation package. That put a pause on things through the August recess, and now they’re looking to hopefully mark up the bill during the October work period. We’re very optimistic about being able to get floor time. We think there’s a clear path to 60 votes in the Senate for this bill, and if there’s a good, constructive markup, it could be much more than that. There’s no substantive holdup as much as there is the ever-present fear of stasis and losing momentum. That’s why we launched an ad campaign with an eye toward building the urgency back up.
How did the ad campaign come together?
The idea was that this is a bipartisan issue, so where is the support? We didn’t need to launch a big persuasion campaign; we needed to highlight the absurdity of the fact that, eight months after Los Angeles, we still haven’t had any meaningful action from Congress. There is an opportunity before them that would make a big difference in wildfire policy writ large.
I’m interested in your focus on using “state-of-the-art science” and “new and innovative technologies” to address wildfires and forest health. What have you seen in this space that has made you excited?
The bill is about improving the planning and implementation of wildfire policy — especially mitigation work like treatment projects, but also in the built environment. A big cornerstone of that would be the creation of a new Wildfire Intelligence Center, which would use the most advanced technology to understand what our risk profile is on the ground across landscapes and jurisdictions. Right now, there is no one entity in government responsible for taking a comprehensive look at risk across landscapes, what we’re doing on the ground, and how that buys down risk.
At the same time, one of the things we’re negotiating is making sure that the Forest Service and the Department of Interior are positioned to work with some of the companies doing advanced modeling, detection, and tracking work — as opposed to having the government try to build its own clunky system. We’ve modeled it after successful efforts elsewhere in government, such as the Defense Innovation Unit and other Department of Defense and NASA programs that have been great at harnessing private sector innovation for government use. There’s also a new pilot program in the bill, in Section 303, that would create a pathway for the Forest Service to start identifying and piloting new technologies and give them a path to scale across the agency if they find that it helps them do the job better, faster, and cheaper.
The timber industry has collaborated with the Forest Service on fire suppression since the 1920s. In the decades since, “forest management” has at times been used as a euphemism for industry-friendly practices like tree thinning, which many ecologists say would allow invasive species and brush to flourish, and would actually worsen wildfires. How would cutting the red tape around “vegetation management activities” not be a handout to the timber industry?
We all know that the best tool for mitigation is good fire, prescribed fire, beneficial fire, and — where appropriate — managed fire, as well. Unfortunately, because we’ve taken fire out of these landscapes, forested landscapes in particular are so overgrown that you couldn’t introduce good fire even if you wanted to. So mechanical thinning has to be a part of this.
One of the tensions here is that the timber industry wants merchantable timber. They want the big trees, and in a lot of cases, those are the ones we want to keep in the ground with these projects. What we’re focused on is invasive species, overgrown areas, and dead trees from morbidity events like recent droughts so that we can reintroduce good fire at scale. If we all let it burn, like some have proposed, you’d end up with hundreds of thousands of acres of landscape burning at a time, like we saw in the [2021] Caldor fire, where nothing will grow back in a way we recognize for at least decades — and given climate change, maybe not ever.
It’s important to make sure that we don’t go back to the timber wars [of the 1980s and 1990s between environmentalists and loggers in the Pacific Northwest], but at the same time, we need to recognize that the biggest threat to our forests right now is catastrophic fire, not the timber industry. We want to deal with the threat at hand and make sure the pendulum that swung during the timber wars — for very good reason — against the timber industry comes back a little, but doesn’t swing too far in the wrong direction, either. The Senate bill strikes the right balance there.
A number of major environmental groups initially came out in opposition to the Fix Our Forests Act over numerous concerns, including that it erodes Endangered Species Act protections by exempting the Forest Service and BLM from the requirement to adjust land management policies as new information about how projects could affect threatened species arises. What is the other side of this tradeoff? How would limiting the consultation requirement advance the goal of reducing wildfires?
The biggest challenge right now is that, because of all of the regulatory hurdles, it can take upwards of a thousand days to get a project off the ground anywhere in the country. One great example of that is in the Angeles National Forest. They announced a fuel break maintenance strategy in 2020, but they were not able to get the requisite approvals until the start of December 2024. It took four years — and then the last of the permits that were most relevant to Altadena didn’t get approved until March, two months after the fire. There are very real consequences to this kind of delay, both for the environment and for human health and safety, that need to be taken into account.
If you take a step back and look at the bill, the main tool that it uses is not broad NEPA exemptions or writ-large changes in the law. It utilizes categorical exclusions, a method that has been used for energy projects in other areas and is increasingly sought after to advance targeted projects with public benefits.
One great example is the Tahoe categorical exclusion, on which a significant portion of this bill is based. It was a 10,000-acre CE created in 2016, which allowed for work that protected communities and ecosystems and got good fire on the ground. It’s work that directly saved South Lake Tahoe from the Caldor Fire. But one of the challenges right now is that the current level for CE is 3,000 acres, and when we’re talking about landscapes in forests that are hundreds of thousands of miles big and a fireshed that nationwide is 50 million acres, then 3,000 acres is not enough for it to be worth it for the Forest Service and Park Service and DOI officials to go through the CE process — which takes six months and is very rigorous.
But we also wanted to show restraint here for environmental purposes. We wanted to make sure that this was as targeted as it needed to be, and not overly expansive.
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On China’s rare earths, Bill Gates’ nuclear dream, and Texas renewables
Current conditions: Hurricane Melissa exploded in intensity over the warm Caribbean waters and has now strengthened into a major storm, potentially slamming into Cuba, the Dominican Republic, Haiti, and Jamaica as a Category 5 in the coming days • The Northeast is bracing for a potential nor’easter, which will be followed by a plunge in temperatures of as much as 15 degrees Fahrenheit lower than average • The northern Australian town of Julia Creek saw temperatures soar as high as 106 degrees.
Exxon Mobil filed a lawsuit against California late Friday on the grounds that two landmark new climate laws violate the oil giant’s free speech rights, The New York Times reported. The two laws would require thousands of large companies doing business in the state to calculate and report the greenhouse gas pollution created by the use of their products, so-called Scope 3 emissions. “The statutes compel Exxon Mobil to trumpet California’s preferred message even though Exxon Mobil believes the speech is misleading and misguided,” Exxon complained through its lawyers. California Governor Gavin Newsom’s office said the statutes “have already been upheld in court and we continue to have confidence in them.” He condemned the lawsuit, calling it “truly shocking that one of the biggest polluters on the planet would be opposed to transparency.”
China will delay introducing export controls on rare earths, an unnamed U.S. official told the Financial Times following two days of talks in Malaysia. For years, Beijing has been ratcheting up trade restrictions on the global supply of metals its industry dominates. But this month, China slapped the harshest controls yet on rare earths. In response, stocks in rare earth mining and refining companies soared. Despite what Heatmap’s Matthew Zeitlin called the “paradox of Trump’s critical mineral crusade” to mine even as he reduced demand from electric vehicle factories, “everybody wants to invest in critical minerals startups,” Heatmap’s Katie Brigham wrote. That — as frequent readers of this newsletter will recall — includes the federal government, which under the Trump administration has been taking equity stakes in major projects as part of deals for federal funding.
The Nuclear Regulatory Commission rewarded Bill Gates’ next-generation reactor company, TerraPower, with its final environment impact statement last week. The next step in the construction permit process is a final safety evaluation that the company expects to receive by the end of this year. If everything goes according to plan, TerraPower could end up winning the race to build the nation’s first commercial reactor to use a coolant other than water, and do so at a former coal-fired plant in the country’s top coal-producing state. “The Natrium plant in Wyoming, Kemmerer Unit 1, is now the first advanced reactor technology to successfully complete an environmental impact statement for the NRC, bringing us another step closer to delivering America’s next nuclear power plant,” said TerraPower president and CEO Chris Levesque.
A judge gave New York Governor Kathy Hochul’s administration until February 6 to issue rules for its long-delayed cap-and-invest program, the Albany Times-Union reported. The government was supposed to issue the guidelines that would launch the program as early as 2024, but continuously pushed back the release. “Early outlines of New York’s cap and invest program indicate that regulators were considering a relatively low price ceiling on pollution, making it easier for companies to buy their way out of compliance with the cap,” Heatmap’s Emily Pontecorvo wrote in January.
 
The Texas data center boom is being powered primarily with new wind, solar, and batteries, according to new analysis by the Energy Information Administration. Since 2021, electricity demand on the independent statewide grid operated by the Electric Reliability Council of Texas has soared. Over the past year, wind, solar, and batteries have been supplying that rising demand. Utility-scale solar generated 45 terawatt-hours of electricity in the first nine months of 2025. That’s 50% more than the same period in 2024 and nearly four times more than the same period in 2021. Wind generation, meanwhile, totaled 87 terawatt-hours for the first nine months of this year, up 4% from last year and 36% since 2021. “Together,” the analysis stated, “wind and solar generation met 36% of ERCOT’s electricity demand in the first nine months of 2025.”
The question isn’t whether the flames will come — it’s when, and what it will take to recover.
In the two decades following the turn of the millennium, wildfires came within three miles of an estimated 21.8 million Americans’ homes. That number — which has no doubt grown substantially in the five years since — represents about 6% of the nation’s population, including the survivors of some of the deadliest and most destructive fires in the country’s history. But it also includes millions of stories that never made headlines.
For every Paradise, California, and Lahaina, Hawaii, there were also dozens of uneventful evacuations, in which regular people attempted to navigate the confusing jargon of government notices and warnings. Others lost their homes in fires that were too insignificant to meet the thresholds for federal aid. And there are countless others who have decided, after too many close calls, to move somewhere else.
By any metric, costly, catastrophic, and increasingly urban wildfires are on the rise. Nearly a third of the U.S. population, however, lives in a county with a high or very high risk of wildfire, including over 60% of the counties in the West. But the shape of the recovery from those disasters in the weeks and months that follow is often that of a maze, featuring heart-rending decisions and forced hands. Understanding wildfire recovery is critical, though, for when the next disaster follows — which is why we’ve set out to explore the topic in depth.
The most immediate concerns for many in the weeks following a wildfire are financial. Homeowners are still required to pay the mortgage on homes that are nothing more than piles of ash — one study by the Federal Reserve Bank of Philadelphia found that 90-day delinquencies rose 4% and prepayments rose 16% on properties that were damaged by wildfires. Because properties destroyed in fires often receive insurance settlements that are lower than the cost to fully replace their home, “households face strong incentives to apply insurance funds toward the mortgage balance instead of rebuilding, and the observed increase in prepayment represents a symptom of broader frictions in insurance markets that leave households with large financial losses in the aftermath of a natural disaster,” the researchers explain.
Indeed, many people who believed they had adequate insurance only discover after a fire that their coverage limits are lower than 75% of their home’s actual replacement costs, putting them in the category of the underinsured. Homeowners still grappling with the loss of their residence and possessions are also left to navigate reams of required paperwork to get their money, a project one fire victim likened to having a “part-time job.” It’s not uncommon for fire survivors to wait months or even years for payouts, or to find that necessary steps to rebuilding, such as asbestos testing and dead tree removals, aren’t covered. Just last week, California Governor Gavin Newsom signed a new law requiring insurers to pay at least 60% of a homeowner’s personal property coverage on a total loss without a detailed inventory, up to $350,000. The original proposal called for a 100% payout, but faced intense insurance industry blowback .
Even if your home doesn’t burn to the ground, you might be affected by the aftermath of a nearby fire. In California, a fifth of homes in the highest-risk wildfire areas have lost insurance coverage since 2019, while premiums in those same regions have increased by 42%. Insurers’ jitters have overflowedspilled over into other Western states like Washington, where there are fewer at-risk properties than in California — 16% compared to 41% — but premiums have similarly doubled in some cases due to the perceived hazardrisks.
Some experts argue that people should be priced out of the wildland-urban interface and that managed retreat will help prevent future tragedies. But as I report in my story on fire victims who’ve decided not to rebuild, that’s easier said than done. There are only three states where insured homeowners have the legal right to replace a wildfire-destroyed home by buying a new property instead of rebuilding, meaning many survivors end up shackled to a property that is likely to burn again.
The financial maze, of course, is only one aspect of recovery — the physical and mental health repercussions can also reverberate for years. A study that followed survivors of Australia’s Black Saturday bush fires in 2009, which killed over 170 people, found that five years after the disaster, a fifth of survivors still suffered from “serious mental health challenges” like post-traumatic stress disorder. In Lahaina, two years after the fire, nearly half of the children aged 10 to 17 who survived are suspected of coping with PTSD.
Federal firefighting practices continue to focus on containing fires as quickly as possible, to the detriment of less showy but possibly more effective solutions such as prescribed burns and limits on development in fire-prone areas. Some of this is due to the long history of fire suppression in the West, but it persists due to ongoing political and public pressure. Still, you can find small and promising steps forward for forest management in places like Paradise, where the recreation and park district director has scraped together funds to begin to build a buffer between an ecosystem that is meant to burn and survivors of one of the worst fires in California’s history.
In the four pieces that follow, I’ve attempted to explore the challenges of wildfire recovery in the weeks and months after the disaster itself. In doing so, I’ve spoken to firefighters, victims, researchers, and many others to learn more about what can be done to make future recoveries easier and more effective.
The bottom line, though, is that there is no way to fully prevent wildfires. We have to learn to live alongside them, and that means recovering smarter, too. It’s not the kind of glamorous work that attracts TV cameras and headlines; often, the real work of recovery occurs in the many months after the fire is extinguished. But it also might just make the difference.
Wildfire evacuation notices are notoriously confusing, and the stakes are life or death. But how to make them better is far from obvious.
How many different ways are there to say “go”? In the emergency management world, it can seem at times like there are dozens.
Does a “level 2” alert during a wildfire, for example, mean it’s time to get out? How about a “level II” alert? Most people understand that an “evacuation order” means “you better leave now,” but how is an “evacuation warning” any different? And does a text warning that “these zones should EVACUATE NOW: SIS-5111, SIS-5108, SIS-5117…” even apply to you?
As someone who covers wildfires, I’ve been baffled not only by how difficult evacuation notices can be to parse, but also by the extent to which they vary in form and content across the United States. There is no centralized place to look up evacuation information, and even trying to follow how a single fire develops can require hopping among jargon-filled fire management websites, regional Facebook pages, and emergency department X accounts — with some anxious looking-out-the-window-at-the-approaching-pillar-of-smoke mixed in.
Google and Apple Maps don’t incorporate evacuation zone data. Third-party emergency alert programs have low subscriber rates, and official government-issued Wireless Emergency Alerts, or WEAs — messages that trigger a loud tone and vibration to all enabled phones in a specific geographic region — are often delayed, faulty, or contain bad information, none of which is ideal in a scenario where people are making life-or-death decisions. The difficulty in accessing reliable information during fast-moving disasters like wildfires is especially aggravating when you consider that nearly everyone in America owns a smartphone, i.e. a portal to all the information in the world.
So why is it still so hard to learn when and where specific evacuation notices are in place, or if they even apply to you? The answer comes down to the decentralized nature of emergency management in the United States.
A downed power line sparks a fire on a day with a Red Flag Warning. A family driving nearby notices the column of smoke and calls to report it to 911. The first responders on the scene realize that the winds are fanning the flames toward a neighborhood, and the sheriff decides to issue a wildfire warning, communicating to the residents that they should be ready to leave at a moment’s notice. She radios her office — which is now fielding multiple calls asking for information about the smoke column — and asks for the one person in the office that day with training on the alert system to compose the message.
Scenarios like these are all too common. “The people who are put in the position of issuing the messages are doing 20 other things at the same time,” Jeannette Sutton, a researcher at the University at Albany’s Emergency and Risk Communication Message Testing Lab, told me. “They might have limited training and may not have had the opportunity to think about what the messages might contain — and then they’re told by an incident commander, Send this, and they’re like, Oh my God, what do I do?”
The primary way of issuing wildfire alerts is through WEAs, with 78,000 messages sent since 2012. Although partnerships between local emergency management officials, the Federal Emergency Management Agency, the Federal Communications Commission, and cellular and internet providers facilitate the technology, it’s local departments that determine the actual content of the message. Messaging limits force some departments to condense the details of complicated and evolving fire events into 90 characters or fewer. Typos, confusing wording, and jargon inevitably abound.
Emergency management teams often prefer to err on the side of sending too few messages rather than too many for fear of inducing information overload. “We’re so attached to our devices, whether it’s Instagram or Facebook or text messages, that it’s hard to separate the wheat from the chaff, so to speak — to make sure that we are getting the right information out there,” John Rabin, the vice president of disaster management at the consulting firm ICF International and a former assistant administrator at the Federal Emergency Management Agency, told me. “One of the challenges for local and state governments is how to bring [pertinent information] up and out, so that when they send those really important notifications for evacuations, they really resonate.”
But while writing an emergency alert is a bit of an art, active prose alone doesn’t ensure an effective evacuation message.
California’s Cal Fire has found success with the “Ready, Set, Go” program, designed by the International Association of Fire Chiefs, which uses an intuitive traffic light framework — “ready” is the prep work of putting together a go-bag and waiting for more news if a fire is in the vicinity, escalating to the “go” of the actual evacuation order. Parts of Washington and Oregon use similar three-tiered systems of evacuation “levels” ranging from 1 to 3. Other places, like Montana, rely on two-step “evacuation warnings” and “evacuation orders.”
Watch Duty, a website and app that surged in popularity during the Los Angeles fires earlier this year, doesn’t worry about oversharing. Most information on Watch Duty comes from volunteers, who monitor radio scanners, check wildfire cameras, and review official law enforcement announcements, then funnel the information to the organization’s small staff, who vet it before posting. Though WatchDuty volunteers and staff — many of whom are former emergency managers or fire personnel themselves — actively review and curate the information on the app, the organization still publishes far more frequent and iterative updates than most people are used to seeing and interpreting. As a result, some users and emergency managers have criticized Watch Duty for having too much information available, as a result.
The fact that Watch Duty was downloaded more than 2 million times during the L.A. fires, though, would seem to testify to the fact that people really are hungry for information in one easy-to-locate place. The app is now available in 22 states, with more than 250 volunteers working around the clock to keep wildfire information on the app up to date. John Clarke Mills, the app’s CEO and co-founder, has said he created the app out of “spite” over the fact that the government doesn’t have a better system in place for keeping people informed on wildfires.
“I’ve not known too many situations where not having information makes it better,” Katlyn Cummings, the community manager at Watch Duty, told me. But while the app’s philosophy is “rooted in transparency and trust with our users,” Cummings stressed to me that the app’s volunteers only use official and public sources of information for their updates and never include hearsay, separating it from other crowd-sourced community apps that have proved to be less than reliable.
Still, it takes an army of a dozen full-time staff and over 200 part-time volunteers, plus an obsessively orchestrated Slack channel to centralize the wildfire and evacuation updates — which might suggest why a more official version doesn’t exist yet, either from the government or a major tech company. Google Maps currently uses AI to visualize the boundaries of wildfires, but stops short of showing users the borders of local evacuation zones (though it will route you around known road closures). A spokesperson for Google also pointed me toward a feature in Maps that shares news articles, information from local authorities, and emergency numbers when users are in “the immediate vicinity” of an actively unfolding natural disaster — a kind of do-it-yourself Watch Duty. The company declined to comment on the record about why Maps specifically excludes evacuation zones. Apple did not respond to a request for comment.
There is, of course, a major caveat to the usefulness of Watch Duty.
Users of the app tend to be a self-selecting group of hyper-plugged-in digital natives who are savvy enough to download it or otherwise know to visit the website during an unfolding emergency. As Rabin, the former FEMA official, pointed out, Watch Duty users aren’t the population that first responders are most concerned about — they’re like “Boy Scouts,” he said, because they’re “always prepared.” They’re the ones who already know what’s going on. “It’s reaching the folks that aren’t paying attention that is the big challenge,” he told me.
The older adult population is the most vulnerable in cases of wildfire. Death tolls often skew disproportionately toward the elderly; of the 30 people who died in the Los Angeles fires in January, for example, all but two were over 60 or disabled, with the average age of the deceased 77, the San Francisco Chronicle reported. Part of that is because adults 65 and older are more likely to have physical impairments that make quick or unplanned evacuations challenging. Social and technological isolation are also factors — yes, almost everyone in America has a smartphone, but that includes just 80% of those 65 and older, and only 26% of the older adult population feels “very confident” using computers or smartphones. According to an extensive 2024 report on how extreme weather impacts older adults by CNA, an independent, nonprofit research organization, “Evacuation information, including orders, is not uniformly communicated in ways and via media that are accessible to older adults or those with access and functional needs.”
Sutton, the emergency warning researcher, also cautioned that more information isn’t always better. Similar to the way scary medical test results might appear in a health portal before a doctor has a chance to review them with you (and calm you down), wildfire information shared without context or interpretation from emergency management officials means the public is “making assumptions based upon what they see on Watch Duty without actually having those official messages coming from the public officials who are responsible for issuing those messages,” she said. One role of emergency managers is to translate the raw, on-the-ground information into actionable guidance. Absent that filter, panic is probable, which could lead to uncontrollable evacuation traffic or exacerbate alert fatigue. Alternatively, people might choose to opt out of future alerts or stop checking for updates.
Sutton, though she’s a strong advocate of creating standardized language for emergency alerts — “It would be wonderful if we had consistent language that was agreed upon” between departments, she told me — was ultimately skeptical of centralizing the emergency alert system under a large agency like FEMA. “The movement of wildfires is so fast, and it requires knowledge of the local communities and the local terrain as well as meteorological knowledge,” she said. “Alerts and warnings really should be local.”
The greater emphasis, Sutton stressed, should be on providing emergency managers with the training they need to communicate quickly, concisely, and effectively with the tools they already have.
The high wire act of emergency communications, though, is that while clear and regionally informed messages are critical during life-or-death situations, it also falls on residents in fire-risk areas to be ready to receive them. California first adopted the “Ready, Set, Go” framework in 2009, and it has spent an undisclosed amount of money over the years on a sustained messaging blitz to the public. (Cal Fire’s “land use planning and public education budget is estimated at $16 million, and funds things like the updated ad spots it released as recently as this August.) Still, there is evidence that even that has not been enough — and Cal Fire is the best-resourced firefighting agency in the country, setting the gold standard for an evacuation messaging campaign.
Drills and test messages are one way to bring residents up to speed, but participation is typically very low. Many communities and residents living in wildfire-risk areas continue to treat the threat with low urgency — something to get around to one day. But whether they’re coming from your local emergency management department or the White House itself, emergency notices are only as effective as the public is willing and able to heed them.