Storm éowyn: A Lesson in Crisis, Communication & Business Resilience

The Storm That Shook Communities and Businesses

Storm éowyn was not just another winter storm but a wake-up call. With wind speeds reaching 113 mph in Ireland and widespread destruction across Ireland and the UK, the storm left over 1 million homes and businesses without power and hundreds of thousands without water. Roads were flooded, transport networks shut down, and many communities were cut off from the rest of the world for days.

In times of crisis, businesses are often seen as economic engines—but what happens when those engines stall? Some shut down completely, some weathered the storm with difficulty, and some emerged as community pillars, offering hot meals, charging stations, and emergency supplies.

Yet, there was one major gap: Communication.

Many businesses offered incredible support, but their messages never reached the people who needed them most. Why? Because their audiences—struggling with no power or mobile signal—were effectively cut off from the digital world.

This raises an important question: How prepared is your business to communicate in a crisis?

The Communication Gap: When Good Deeds Go Unnoticed

Social media was flooded with offers of assistance—cafés providing free coffee, gyms opening their showers, and restaurants giving away warm meals. But even with this generosity, many storm-affected people never heard about these offers.

The problem? Most businesses relied solely on online communication without adapting to the reality of the crisis.

• A restaurant offering free meals posted on Facebook—but the local community without power never saw it.
• A co-working space invited people to use their WiFi—but mobile networks were down, so the message didn’t spread.
• A hotel opened rooms for those displaced—but without clear offline communication, many families stayed in their cold, dark homes, unaware of available help.

A multi-channel approach—leveraging radio, SMS, word-of-mouth, local councils, and community notice boards—could have bridged this gap. And businesses that already had strong, consistent communication strategies in place were far better equipped to adapt.

The 7 Essential Business Lessons from Storm éowyn

Crises like Storm éowyn don’t just test infrastructure; they test resilience, adaptability, and communication. Here are the key lessons businesses of all sizes must take forward:

1. Don’t Just Build a Brand—Build a Voice That People Recognize

Businesses that had already established regular, engaging communication with their audience found it easier to get messages across. Why? Because their customers were already accustomed to their updates. If your audience only hears from you when you’re selling something, they’re less likely to look for you in an emergency.

?? Lesson: Invest in social media, newsletters, and community engagement year-round—not just during a crisis.

2. Multi-Channel Communication is Non-Negotiable

A crisis wipes out predictable communication paths—whether it’s power outages, network failures, or transport disruptions. Businesses relying only on Facebook, Instagram, or email struggled, while those using a mix of channels—like SMS alerts, WhatsApp groups, and local radio announcements—had a wider reach.

?? Lesson: Don’t rely on a single communication platform. Have an offline backup plan in case digital channels fail.

3. Keep Customers in the Loop—Even When You’re Closed

Businesses that went completely silent—either before or after the storm—lost credibility. On the other hand, businesses that kept their customers informed on whether they were open, closed, or offering alternative services retained goodwill and trust.

?? Lesson: Even if you’re shutting down temporarily, stay visible. Update customers with reopening plans and alternative options.

4. Community Matters—Build It Before You Need It

Businesses that had strong local ties—whether through collaborations, local groups, or partnerships with councils and charities—were able to amplify their messages effectively. Those who operated in isolation struggled to get the word out.

?? Lesson: Engage with local community networks before a crisis hits. Connections matter when you need them most.

5. Your Employees Are Your First Communicators—Keep Them Informed

Many businesses that struggled with communication also had staff who didn’t know what to tell customers. In contrast, businesses that briefed employees assigned communication roles, and maintained internal updates had a smoother response.

?? Lesson: Equip your team with clear messaging and action plans so they can support both customers and each other.

6. Social Media Needs an Emergency Playbook

Many businesses weren’t sure what to post or when. Some stopped posting altogether, while others flooded social media without targeting their messages properly. A structured approach—preparing crisis templates, using simple language, and ensuring scheduled updates—helped businesses that had a plan in place.

?? Lesson: Have a social media crisis response strategy ready before disaster strikes.

7. Marketing Isn’t Just for Sales—It’s a Survival Tool

Many businesses treat marketing and communication as optional—a nice-to-have for promotions. But Storm éowyn proved that marketing is a lifeline. The businesses that stayed active in their community—whether through newsletters, local ads, or social posts—were the ones that thrived post-crisis.

?? Lesson: Marketing isn’t just about visibility. It’s about connection, trust, and preparedness.

A Salute to the Community & Support Workers

Amidst the chaos, emergency responders, volunteers, and everyday heroes stepped up to help. Power line workers worked around the clock to restore electricity, local charities distributed food, and countless individuals opened their homes to those in need.

Their efforts highlight a powerful truth: Crisis response isn’t just about recovery—it’s about readiness. And businesses that take these lessons seriously will not only survive future disruptions but emerge stronger.

Final Thoughts: Turning Insights into Action

Storm éowyn will not be the last crisis we face. Businesses, large and small, must ask themselves:

• How prepared are we for a future crisis?
• Can we communicate effectively even when digital channels fail?
• Are we regularly engaging with our customers, or only speaking when we need something?

The businesses that invest in consistent, clear communication—not just for marketing but for resilience—will be the ones that customers turn to in times of need.

The lesson is clear: Crisis doesn’t wait. The time to strengthen your business communication is now.

What’s Next? Let’s Keep the Conversation Going

This storm may have passed, but the lessons remain. How did your business handle Storm éowyn? What challenges did you face, and what worked well?

Let’s discuss—connect with me on LinkedIn, and let’s talk about how businesses can prepare better.