Corporate communicators may be wondering how to support either emergency communications to employees/customers, or humanitarian efforts in the wake of Superstorm Sandy.
Here’s a quick list of top approaches to consider:
EMERGENCY MANAGEMENT TOP APPROACHES
1. Ensure employees that their welfare is of utmost importance to company. Consider sharing key official information to keep food/water safe and to manage mold in flood-affected areas:
- FDA advice on keeping food/water safe: http://www.fda.gov/Food/ResourcesForYou/Consumers/ucm076881.htm
- NJ official FAQ on water supply: http://nj.gov/health/er/documents/qa.pdf
- CDC on mold: http://emergency.cdc.gov/disasters/pdf/flyer-get-rid-of-mold.pdf
2. Connect with local authorities’ information systems to receive official notification of resumed services, power, and/or communications
- Make sure employees know where to go for official/local information, including local “OEM” and FEMA websites and twitter sites. A very good list can be found here: http://craigconnects.org/2012/10/hurricane-sandy-relief-resources.html
3. Conduct “roll-call” with Business Continuity/Risk/Security teams to ensure there is an effort to establish headcount, critical needs and ability to continue operations
- Non-affected areas should provide senior leadership with information on how they might be able to support
- Ensure that employees know where to turn for ongoing information – voicemail messages, website, social media, etc.
4. Consider contingencies and work-arounds to support employee situation (with Business Continuity/Risk/Security teams) – including the possibility to gather/operate out of alternate locationsIf accurate and appropriate (e.g., critical services): Provide broad reassurance that company will consider the best ways to support short-term service resumption and get business back to normal in the long-term
- Provide support and frequent communications to affected locations/operations, including information about contingencies to restore services
- If alternate locations are operational, consider using social media and other vehicles to alert customers/consumers and also to set expectations
5. Consider the potential of crime/looting/fraud and work with local authorities to help ensure employee/customer safety.
6. Correct misinformation as appropriate
7. If company is faced with death or major injuries: Express sympathy; consider providing grief counseling and employee assistance program support
CORPORATE CITIZENSHIP TOP APPROACHES
1. Consider appropriate relief efforts:
- Involve employees in helping to determine adjustments to make on behalf of customers and communities, including special price breaks/giveaways for a set period of time; a donation of key relief materials; free services, etc.
- While media is focused on the storm and effects; social media may be the best way to spread information about these efforts
2. Consider if company should conduct philanthropy/humanitarian efforts:
- If the company is set to endorse a particular charity effort, make sure these are properly vetted – fraud is common
- Offer employees an opportunity to donate directly to the relief efforts, including a potential company match
- Also involve employees in efforts to spread the word and engage in community support
Ketchum’s Issues & Crisis Specialty Team can help customize approaches for clients in need. Contact [email protected] or [email protected] for more information.
