Extreme weather events are becoming more frequent and intense, making it more important than ever for companies—especially those in critical infrastructure sectors like utilities—to have a strong crisis communications plan in place. While keeping the power on is priority one, keeping customers informed when the power goes out can be just as vital.
A well-prepared crisis communications strategy can make all the difference when the storm hits. Here’s how to stay calm, coordinated, and connected when it matters most.
Start With a Plan
Before the clouds roll in, your team should already have a proven, tested, and scalable crisis communications plan in place. This plan should clearly outline roles and responsibilities, establish key communication channels, and provide guidance for both internal and external communications.
A playbook referenced by all teams minimizes confusion, reduces errors, and ensures seamless transitions during extended or evolving weather events. Remember to include safety protocols for internal teams—your people are your greatest asset.
Key Principles of Effective Crisis Communication
1. Be Fast, But Don’t Rush
In a crisis, speed is critical—but never at the expense of accuracy. Deliver timely updates, but verify information before it goes out. It’s better to be right than first.
2. Have a Single Source of Truth
Establish a centralized communication team that coordinates all messaging. Whether it’s press releases, social media, or internal updates, consistency across platforms builds trust and avoids confusion.
3. Empathy First, Always
Crises are emotional. Acknowledge the impact on your customers and community. Compassionate communication goes a long way in reinforcing your brand’s credibility and humanity.
4. Clarity is King
Don’t overcomplicate it. Keep your messages short, clear, and focused. Customers need to know three things: What happened, what you’re doing about it, and what comes next.
5. Tailor the Message to the Audience
Internal teams and external audiences have different needs. Customize your tone, content, and platform to match the audience. What your field crews need to know is different from what your customers or the media need to hear.
Weathering the storm isn’t just about physical resilience – it’s about communication. A calm, clear, and compassionate approach can help you maintain trust, protect your reputation, and most importantly, keep your people and your customers safe.
Let us help you build a crisis communication plan so your brand is ready for the next storm.
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