??Here Comes Hurricane Helene —
Principles of Effective Crisis Communication by Kayla Haas
As Hurricane Helene approaches, it’s a reminder that clear, proactive communication is just as essential as physical preparation. From emergency management to corporate crises, the lessons we learn apply across all industries. Here’s why communication must happen long before a crisis hits and what past storms have taught us.
1/ Don’t Wait for the Crisis to Plan ??
Waiting until the storm hits to develop your communication strategy is too late. Whether it’s a hurricane or another disaster, establishing clear communication protocols well in advance ensures that everyone knows their role when it matters most.
2/ Simplicity is Key ??
In moments of crisis, people are stressed and need simple, actionable information. Agencies like NOAA and FEMA are using real-time text alerts and social media to communicate clear, direct instructions. The simpler your message, the faster people can act.
3/ Redundancies Matter—Be Prepared for Failure ??
Hurricane Katrina and Maria taught us hard lessons about redundancy. With power outages and downed cell towers, agencies are relying on satellite phones and radio systems to keep communication flowing. Backup systems aren’t optional—they’re life-saving.
4/ Empowering Communities Through Preparedness ??
Public education is critical. Pre-crisis communication through PSAs, social media, and outreach helps equip communities with the knowledge they need to make informed decisions. Ready.gov continues to be a vital resource for public preparedness.
5/ Collaboration Saves Lives ??
Crisis communication requires collaboration across agencies. Today, local governments, federal teams, and nonprofits are coordinating to share up-to-date information on shelters, evacuations, and emergency response. Unified messaging prevents confusion.
6/ Prepare Your Messages in Advance ?
When time is of the essence, having pre-drafted messages and templates can save critical minutes. Agencies are using pre-planned content to focus on execution, not scrambling to create new communications during the storm.
7/ Review, Revise, and Adapt ??
A crisis communication plan isn’t one-and-done. Constantly review and test your plans. Learn from past failures—like the communication breakdowns in Katrina and Maria—and update protocols to ensure readiness for future disasters.
8/ The Time to Communicate is Now ???
As Hurricane Helene approaches, now is the time to ensure that clear, simple communication is reaching everyone. Whether through social media campaigns, local meetings, or apps, the more prepared we are, the safer we’ll be.
May the communities affected come together and take care of one another. I hope everyone finds safety, comfort, and the strength to weather this storm as a united team. Stay safe!
