For decades, PR pros have planned communications campaigns around weather “seasons”—hurricane season and tornado season in particular. Each spring, messages are issued with reminders to prepare for possible weather events. In November, we are reminded to prepare for winter weather.
#Climate change has upended what we think of as weather “seasons.” Typically in the U.S., April through July are considered “tornado season” and June through November are “hurricane season.” In the past few years, though, we have seen devastating storm events well outside the “season.” And in different geographic areas. Extreme rains have become more frequent, too, throughout the year, causing fatal flooding in more communities than ever before.
One of the best resources we have found for emergency managers and communicators is the Federal Emergency Management Agency, or FEMA, which reports that 40 percent of businesses do not reopen following a disaster. PR pros should update crisis communications plans to assure that weather and natural disaster events are considered more likely to occur, even in unlikely regions and at unexpected times of year. For organizations that do not have a disaster communications or operations plan, there are numerous free resources available online to help professionals in communications, business continuity, emergency planning and operations.
As natural disasters and major weather events involve first responder agencies, every PR pro should become familiar with the National Incident Management System, or NIMS. Fire and EMS widely use the #NIMS structure, law enforcement, the military and other groups to manage disasters and other emergencies. It is an easy-to-follow command structure to guide organizations in the personnel, communications and operations plans needed to effectively manage a disaster. Communicators who understand NIMS will be able to work better with municipal officials in a disaster to assure that communications are timely, targeted and effective.
FEMA’s Emergency Management Institute offers several free NIMS courses online. This critical planning need not be burdensome with the ample resources available with a simple click.
So what are you waiting for? The next natural disaster could impact your organization. Be prepared!
