This article explores one area of the decision-making process for emergency managers: when and how to issue a public notification. For certain emergencies, a plan is in place. In other scenarios, a notification decision must be made that could be the difference between life and death. Perhaps the best known of these options is the mass media Emergency Alert System. However, newer options may provide better ways to inform a potentially affected population. Through interviews and literature reviews, this article will explore the choices available and the need for a coherent decision to be made in a difficult environment.