As we recognize Effective Communications Month, there’s no better time to prepare your business for hurricane season. While most organizations in coastal areas know to stock up on supplies and review logistics, many overlook a critical area: communication. A strong, streamlined communications strategy isn’t just a bonus; it’s a lifeline.
According to FEMA, nearly 40% of small businesses that close due to hurricanes and weather-related disasters never reopen. Physical recovery is one hurdle. Keeping employees informed, customers reassured, and operations aligned can be the difference between survival and shutdown.
Communication Is a Core Part of Crisis Preparedness
Whether you need to reach six employees or 60,000 customers, your communication must be clear, timely, and coordinated. When a hurricane threatens operations, being able to activate a fast and reliable communication system helps protect both people and business continuity.
That’s why having a solid and tested crisis communications plan should be part of your hurricane preparedness toolkit. This plan should include clear responsibilities, messaging guidelines, and multi-channel delivery methods.
Key Communication Channels to Include
Every audience is different. So is every emergency. The best plans use multiple communication methods to ensure that your messages get through, even when certain channels are down. Here are a few essential tools to consider:
- SMS Text Messages – Great for brief, urgent updates.
- Push Notifications – Perfect for alerts via mobile apps that don’t require a response.
- WhatsApp – Often works even when mobile service is unstable.
- Microsoft Teams or Slack – Ideal for internal team updates.
- Phone/Voicemail – Effective for detailed messages with callback options.
- Email – Best for complex updates with links.
- Intranet/Event Pages – Use to house resources in one location for your team.
- Signage – For brick-and-mortar businesses, having clear signage at your locations is crucial.
No method is foolproof during a crisis, especially with infrastructure challenges. That’s why your plan should include both primary and secondary channels, allowing you to pivot quickly if one method fails.
Five Things You Can Do Today
You don’t have to build an entire plan overnight. Start with these five steps:
- Spot Your Risks
Look at your history. Are you in a flood-prone area? Do you rely on a single supplier or vendor? Identify and write down these risks to plan proactively. - Pick Your Crisis Team
Select 2–3 team members who will help shape and approve messages, make rapid decisions, and maintain calm under pressure. - Create a Communication Flow
Who is the spokesperson? Who approves messaging? Mapping out this process can save hours in a real emergency. - Prep Your Channels
Ensure you can quickly update your website, voicemail, social media, and storefront signage. - Have a Holding Statement Ready
Keep a short, templated message on hand. Even something simple like:
“We are monitoring the weather conditions. We will send updates as more information becomes available. Thank you for your patience.”
This gives your team time to act without leaving your audience in the dark.
Don’t Wait Until the Sky Darkens
Hurricanes are unpredictable, but your communications don’t have to be. By preparing now, you’re not only protecting your operations, you’re also reinforcing trust with your employees, clients, and community.
This Effective Communications Month, let it serve as a reminder: your strategy is only as strong as your ability to communicate it under pressure.
Want help building or refining your crisis communications plan? Contact our team. We’re here to help you stay ready before the next storm hits.
