SEPT. 2026 - Dr. Sarah Jackson at Western Carolina University in Cullowhee, N.C. (Photo: WLOS Staff)
CULLOWHEE, N.C. (WLOS) — At Western Carolina University, Dr. Sarah Jackson has conducted groundbreaking research on the warnings issued during and after Hurricane Helene and the challenge of getting the message out to vulnerable populations.
This is Dr. Jackson's fourth year as an assistant professor of emergency and disaster management at WCU.
Shortly after Helene, Jackson and a colleague, Leah Blackwood, received a grant from the North Carolina Collaboratory, a state-funded research agency. Their research, "Evaluating the Effectiveness of Warning Messages: Learning from Hurricane Helene," broke down hundreds of warnings issued during and after the storm.
"What we now know in the aftermath is many people had lost communications prior to the warnings actually being issued," Jackson said. "Myself and my husband in Haywood County, we lost all communications, and a lot of our warnings came in all at once, days after they were issued."
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The professor says her family relied on a good, old-fashioned battery-powered radio.
"That became our lifeline. Luckily, it had battery backup, and we know all the local radio stations were on 24/7, just kind of talk coverage, where to get resources," she said.
Jackson says every warning should include five things: "According to science and warning theory, there are five elements every warning should have: It should have the threat. What is the hazard that is happening? It should have the time. The time this threat is for. It should have its location. Where is this warning for? It should have the guidance. What should this person do about it? And it should have the source. Where is this information coming from?"
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Jackson says on the national level, all warnings issued by the National Weather Service from its Greenville-Spartanburg forecast office included these five elements. But, at the local level, it was a different story.
"For example, 30 percent of those warnings failed to include any sort of time element. Many of them failed to include any specific guidance information. So it would have a lot of jargon like 'please seek safe shelter,'" she said. "What's interesting about Helene is we had multiple hazards happening at the same time. So, safe sheltering in a flood contradicts safe sheltering in a tornado or severe wind event. Get to higher ground versus get to lower ground."
Jackson's study also defined a large number of socially vulnerable people, such as rural or low-income individuals and Native Americans who often have less access to reliable internet and transportation. The study shows these socially vulnerable groups were more negatively impacted by late, vague or incomplete warnings.
"You're on a limited income, you understand it's on the way, but you don't have the money to go out and buy a generator or get a bunch of extra food and water," Jackson explained.
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The professor also pointed out the challenges many local agencies face, and the hope this study will spark positive change.
"You only get so many characters in a message – usually between 90 and 360 characters to get all that information, and there was a lot of information these agencies did not have to be able to issue, so we say all this in grace," she said.
One solution, according to Jackson, is to make sure all county emergency managers get certified on the Integrated Public Alert and Warning System.
Dr. Jackson has been invited to share her findings with the Centers for Disease Control and Prevention (CDC) and at the Natural Hazards Workshop. She will also share her research at the North Carolina Emergency Management Conference in Cherokee next spring. Click here to view her work.