When a cyberattack crippled Fulton County’s water system in late 2025, panic spread faster than the malware itself. Residents from Buckhead to College Park faced boil water advisories, and businesses shuttered, unsure when they could safely reopen. How could timely expert interviews in the news have helped manage the crisis and prevent mass hysteria?
Key Takeaways
- Expert interviews can provide immediate clarity and context during crises, potentially mitigating public panic, as seen in the Fulton County water system cyberattack.
- News outlets should proactively cultivate relationships with experts in diverse fields like cybersecurity, water management, and emergency response to ensure quick access during critical events.
- Employing structured interview formats and focusing on actionable advice can transform expert knowledge into practical guidance for the public.
The initial hours were chaotic. The Fulton County Emergency Management Agency (FCEMA) worked tirelessly, but official statements were slow and, frankly, vague. “We are aware of an issue affecting water pressure,” one press release stated. “Updates will be provided as they become available.” This just wasn’t good enough. Remember back in 2020, when the Colonial Pipeline ransomware attack caused gas shortages up and down the East Coast? People started hoarding gasoline then, and I saw the same thing starting here.
The problem? A lack of immediate, credible information. People didn’t know what the issue was, how widespread it was, or what they needed to do. That’s where expert interviews could have made a real difference. Imagine if news outlets had immediately tapped cybersecurity experts to explain the nature of the attack, water management specialists to detail the potential health risks, and emergency response professionals to outline safety precautions.
Dr. Emily Carter, a professor of cybersecurity at Georgia Tech, says that proactive communication is crucial in these situations. “The public needs to understand the scope of the threat, but also that there are measures being taken to address it,” she told me in a recent interview. “Silence breeds fear and misinformation.” And she’s right. I saw so many ridiculous theories circulating on social media – everything from Russian hackers to a disgruntled former employee. That’s what happens when you leave a vacuum.
The Associated Press reported that similar attacks on critical infrastructure are on the rise, with a 60% increase in reported incidents over the past year. [Source: AP News] This underscores the need for news organizations to be prepared to provide informed analysis in the face of such events. It’s not just about reporting the facts; it’s about contextualizing them.
But how do you get that informed analysis? It starts with building relationships before a crisis hits. Newsrooms need to cultivate a network of experts across various fields – cybersecurity, public health, engineering, emergency management – and establish protocols for quickly accessing their insights. This means more than just having a list of names; it means having established lines of communication and pre-agreed terms for interviews and consultations.
I had a client last year – a small local news station in Savannah – that implemented this strategy. They created a database of local experts, conducted preliminary interviews to understand their areas of expertise, and developed a standardized interview format for rapid deployment during breaking news events. When a chemical spill occurred near the Port of Savannah, they were able to get an expert on air within minutes, providing residents with clear, concise information about the potential risks and safety measures. The result? Less panic, more informed decision-making, and a significant boost in the station’s credibility.
The key is to move beyond simply asking experts for their opinion. Instead, focus on eliciting actionable advice and practical guidance. For example, during the Fulton County water crisis, an interview with a water management specialist could have included specific instructions on how to properly boil water, how to identify signs of contamination, and where to access alternative water sources. A cybersecurity expert could have explained the steps being taken to secure the water system and prevent future attacks. This is where the news can truly serve the public.
Of course, there are challenges. Experts aren’t always available on short notice, and they may be hesitant to speak on the record, especially if the situation is still unfolding. This is where trust and transparency are essential. News organizations need to build strong relationships with experts based on mutual respect and a commitment to accuracy. They also need to be clear about the purpose of the interview and how the information will be used.
The Pew Research Center found that only 29% of Americans have a great deal of confidence in the news media. [Source: Pew Research Center] By providing informed, expert analysis during times of crisis, news organizations can rebuild trust and demonstrate their value to the community. It’s not just about breaking the story; it’s about helping people understand it and respond effectively.
Back to Fulton County. After 48 hours of uncertainty, the FCEMA finally announced that the water system was secure and the boil water advisory was lifted. But the damage was done. Many residents had lost faith in the county’s ability to respond effectively to emergencies. Businesses had suffered significant losses. And the seeds of distrust had been sown. But here’s what nobody tells you: it didn’t have to be this way.
The resolution? In the aftermath, several local news outlets partnered with Georgia Tech and Emory University to create a rapid-response expert network. They developed a comprehensive database of experts, established clear communication protocols, and conducted regular training exercises to prepare for future crises. The goal? To ensure that the public has access to timely, credible information when it matters most.
One concrete example: WSB-TV now uses a structured interview format called the “Three Cs” – Context, Consequences, and Courses of Action. This framework ensures that experts provide clear explanations of the situation, outline the potential risks, and offer practical advice for viewers. It’s a simple but effective way to transform expert knowledge into actionable guidance. They also partnered with a local fact-checking organization to combat misinformation and ensure the accuracy of their reporting.
This approach isn’t limited to water crises or cyberattacks. It can be applied to any situation where expert knowledge is needed to inform the public – from public health emergencies to economic downturns to environmental disasters. The key is to be proactive, build relationships, and focus on providing actionable advice. And yeah, it takes work. But the alternative – a public left in the dark, vulnerable to misinformation and fear – is simply unacceptable.
The Fulton County situation highlighted a critical gap in crisis communication: the need for immediate, informed analysis from credible experts. By prioritizing expert interviews and developing proactive communication strategies, news organizations can play a vital role in mitigating panic, promoting informed decision-making, and building trust within the community. It’s time to move beyond simply reporting the news and start providing the context and guidance that people need to navigate an increasingly complex world.
News outlets can also combat social media misinformation by prioritizing expert sources.
The need for fact-checking is clear in this environment, and visual data can help to highlight the truth.
How can news organizations identify and vet experts for interviews?
News organizations can build a database of experts by reaching out to local universities, research institutions, professional associations, and government agencies. Vetting should include verifying credentials, reviewing publications and past statements, and checking for any potential conflicts of interest.
What are some best practices for conducting expert interviews during a crisis?
Focus on clarity, conciseness, and actionable advice. Use a structured interview format, such as the “Three Cs” (Context, Consequences, and Courses of Action), to ensure that experts provide clear explanations, outline potential risks, and offer practical guidance. Avoid jargon and technical terms that the public may not understand.
How can news organizations build trust with experts?
Be transparent about the purpose of the interview and how the information will be used. Respect the expert’s time and expertise. Provide accurate and fair reporting. Build long-term relationships based on mutual respect and a commitment to accuracy.
What role can fact-checking play in expert interviews?
Fact-checking can help ensure the accuracy of information provided by experts and combat misinformation. News organizations should partner with reputable fact-checking organizations to verify claims and correct any errors.
How can social media be used to amplify expert interviews?
Share clips of expert interviews on social media platforms. Use clear and concise language to summarize key points. Engage with users in the comments section and answer their questions. Use hashtags to increase visibility. But be careful about the echo chamber! Make sure you are reaching people who don’t already agree with you.
Don’t just report the news; arm your audience with the knowledge they need to navigate it. Prioritize building a robust network of experts, because when the next crisis hits Atlanta, clear and informed communication could be the difference between order and chaos.
