Analyzing the Color-Coded System Introduced by Department of Homeland Security

In 2003 Department of Homeland Security came up with an anti-terrorism system called Color-Coded system. The system would categorize severity of the threat by a color identifier. Shortly after introducing the system, the department was mocked and criticized by public and mass media. Many believed that the department had caused unnecessary panic among American people.

The intention of Department of Homeland Security under the leadership of Top Ridge was to prepare public officials and private citizen for possible terrorist attacks. The color coded system would introduce a common vocabulary by which different government agencies could easily communicate with each other and to the public. Also the plan could save lives by enhancing situational awareness of citizens.

 “Using a “common vocabulary” is sound crisis management practice!” (Guth 160) This program created a chaos in the nation because even though everyone would be alerted by the same colored code, they would not know what they are supposed to do!  

 Despite the Congress chiding Homeland Security for its flawed warning system, in February 2003 officials warned people of a possible threat and changed the color to orange (high condition) without having any evidence of a threat. They instructed people to store food and water and gave them a packing list without providing enough supplies to the stores. The process made people panic and created a chaos in the nation.

Department of Homeland Security introduced the Color-Coded system with the intention to protect American people and to create a nationwide situational awareness, however the plan backfired as it did not properly predict the people behaviors and how it should be carried out. Chris Cox called these warnings “senseless, unfocused, nationwide response” too often created by “unspecified threat alerts.”

Resource: Guth David W, Marsh Charles. Public Relations A value-driven approach, Pearson: 4^th Edition.