INITIAL ALERTSMS
Verified verbatimBoston.com and CBS Boston reproduction of the verbatim Brandeis Emergency Notification System push (also archived in Patch and WHDH coverage)144 chars
Armed subject on campus — Take shelter — lock doors, windows, silence cell, remain quiet — Don't let anyone in room until okayed by authorities.
Compressed to a single 145-character SMS, with em-dashes used to chunk four imperatives — a structure designed for fast-scan reading on a phone
Opening with the threat ('Armed subject on campus') before the action ('Take shelter') follows the inverted-pyramid convention favored for emergency SMS
The fourth instruction ('Don't let anyone in room until okayed by authorities') is unusual in addressing the social problem of well-intentioned door-opening — a known shelter-in-place failure mode
Sent just before midnight on a Monday before Thanksgiving break — a low-density window when many students had already left campus, possibly affecting reach