The article addresses the problem of ineffective communication between professional rescuers and the public in natural emergency zones. It hypothesizes that one of the key reasons for communication failures is semantic discrepancies caused by differences in the worldviews of the interacting parties. To test this hypothesis, a free associative experiment was conducted involving two groups: EMERCOM employees (n=30) and civilians with no EMERCOM work experience (n=30). The stimulus material included 3 key concepts used in emergency alerts and management («evacuation», «follow instructions», «safety»). Qualitative and quantitative analysis of the obtained associative fields revealed significant discrepancies in the content and emotional tone of the responses. It was found that rescuers' associations are typically concrete, technical, and algorithmic, whereas the public's associations are predominantly emotionally negative, abstract and disorganizing. The conclusion is drawn about the existence of persistent associative barriers. Based on the results, practical recommendations are proposed for improving the public warning system and communication protocols to enhance their effectiveness and clarity of public perception.