Year of Award

2026

Document Type

Professional Paper

Degree Type

Master of Arts (MA)

Degree Name

Communication Studies

Department or School/College

Communication Studies

Committee Chair

Greg Larson

Commitee Members

Joel Iverson, Lauren McKeague

Keywords

IDEA Model, Thematic Analysis, Risk Communication, Emergency Alerts, Wildfire Communication

Subject Categories

Organizational Communication

Abstract

Traditional wildfire public information systems often rely on fragmented data provided through multiple government agencies and platforms. Historically, community members have been required to identify and piece together information necessary for preparation, evacuation, and decision-making during wildfire events. Watch Duty, a 501(c)(3), works to address this gap by compiling fragmented wildfire information for the public. The platform has undergone rapid growth and increased public reliance, providing a rationale for this research project. As Watch Duty expands its capabilities, its messages should be evaluated against established risk and crisis communication best practices. This study evaluates alerts released by Watch Duty during the 2025 wildfire season using the IDEA Model. The IDEA Model provides a framework for analyzing the effectiveness of risk and crisis communication messages by examining Internalization, Distribution, Explanation, and Action. A thematic analysis was conducted using alerts released during three 2025 fires across the Western United States. Message content was then coded for elements of Internalization, Explanation, and Action. Distribution was excluded from the study, as Watch Duty was the disseminating platform. Findings indicated that explanatory information dominated the alerts, whereas Internalization and action elements appeared inconsistently or lacked depth. Due to Watch Duty’s increasing role in public sensemaking during wildfires, this paper recommends standardizing the alert structure using principles of the IDEA Model and adding preparedness messaging to better support public understanding and evacuation decision-making.

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© Copyright 2026 Audrey E. Miller-Greene