Results from the 'De Waarschuwingsdienst' alerting service
Image
The image of De Waarschuwingsdienst that we are bringing across to our audience is relatively simple, and consists of the following aspects:
- Government
We want it to be clear that we are a government body. It is important for our audience to know that we are not a commercial party. This is closely linked to the second aspect of our image;
- Independent
De Waarschuwingsdienst is an independent organisation. This means that we will provide our information based on facts or professional estimates. There is no hidden agenda nor do any of the relationships that we have with commercial parties and/or vendors influence our services.
- Fast
In order for De Waarschuwingsdienst to build a position of authority, it needs to be fast. This does not necessarily mean that we always aim to be the first to bring certain information. Our first priority is the quality of our information.
- Reliable
Another aspect of building a position of authority is reliability; our audience relies on us for security information. Being reliable means, as mentioned in the previous point, that we will not always be the first. It means we will always provide accurate information, based on more than one source.
- Free of charge
Our sponsors decided that De Waarschuwingsdienst should be free of charge.
Radio
Initially, we had not set up any specific means of delivering our information on the radio. After being in operation for about one year, we were approached by a national radio station requesting that we deliver small information bulletins the morning after we send out an e-mail alert.
RSS feeds
Initially we had not considered RSS feed as a medium, until we got feedback from our audience that they were looking for such a service. When the requests reached (what we considered to be) critical mass, we decided to implement an RSS feed. The feed has been quite popular.
Website
The Content Management System that we selected for our website was originally designed for use by a CSIRT. As a result, it was very focused on content and less flexible in terms of lay-out. During our first year of operation we put together a requirement for a new and improved website. We are currently [August 2004] in the process of redesigning our website. The new website will be based on the existing CMS. See a screenshot of our current website and a screenshot of the proposed new design of our website.
SMS service
As expected, our SMS service proved to be a lot less popular than our mailing list. It is not easy to attract new members for the SMS service.
Tips for communication of an alerting service
- Government
The fact that we are a government body has caused some negative reactions at times, although none of any major concern. In our opinion, being a government body we would have to live up to higher expectations, and we have worked accordingly.
- Primary means of communication (how will you deliver your message?)
There are many channels that you could use to deliver your information to your target audience. Obviously, it makes sense to use multiple channels, choosing the channel(s) based on the information that you will deliver (type of information, severity of information). Consider the following:
- 1.41 website (main channel, all other means refer to the website)
- 1.42 E-mail
- 1.43 SMS text messages
- 1.44 Banners on other websites
- 1.45 TV
- 1.46 Radio
- 1.47 Teletext
- 1.48 RDS (Radio Data System)
- 1.49 Written press
- 1.50 RSS feeds
- Secondary means of communication
In addition to the normal means of communication it is important to use other means of communication to increase public awareness of your alerting service, such as:
- 1.51 Media
- 1.52 Trade fairs
- 1.53 Presentations and seminars
- 1.54 Flyers and leaflets (see two examples here and here).
- 1.55 Give-aways, such as mints, hotpads, pens and postcards (see other example