A few years ago, we published a report on official languages in emergency situations. We found that, in all cases, preparation was inadequate. In other words, the necessary mechanisms, structures and processes had not been put in place to respond quickly in both official languages at the same time. As you said, if an organization sends a message to one segment of the population in one language, but waits 20 or 30 minutes to send it in the other language, it may be too late for that segment of the population.
Something that really stood out in our study was that, even though this has been going on for 10 or 20 years, organizations were still using the excuse that it was an emergency situation. Emergency preparedness is a reality, though. I just don't understand how, after 20 years, organizations still don't get that they need a mechanism to respond to emergency situations and immediately send a message in both official languages, thereby reaching 98% of Canadians.