The world’s climate is changing rapidly, and extreme weather events are becoming the new norm. The intensity and frequency of hurricanes has surged, losses due to increasingly “supercharged” tornadoes are growing, and in parts of the United States, wildfires have become more numerous and severe. This isn’t just a U.S. phenomenon. From catastrophic flooding in Spain to unprecedented wildfires in Canada and record-breaking heatwaves in India, businesses worldwide are grappling with these challenges. Despite these alarming trends, discussions around extreme weather are notably absent from most business conversations.
Many of the crisis plans I’ve encountered focus on immediate operational needs; however, extreme weather is not about managing a single event, like an earthquake or a single hurricane. While many companies tend to be reactive in their weather-related communications, they often overlook the importance of ongoing communication strategies. Success in dealing with increasingly frequent weather events requires a proactive, strategic approach and a comprehensive communications strategy that serves both internal and external stakeholders.
It’s about developing consistent approaches for recurring, intensifying episodes. Executives and managers must be ready to engage in an ongoing dialogue with employees and directors about incorporating seasonal weather considerations into their planning. These conversations should address how to prepare the business, your customers, and the workforce for potential interruptions. This is critical to the long-term viability of your business.
Customers and Your Brand
Companies must ensure they consider every aspect of their brand as they prep their weather communications plans. From a brand perspective, the stakes are high. Extreme weather can impact how customers use your products and how you deliver on your brand promise. Your communications internally and externally need to show that you are concerned and prepared while reflecting your brand values and personality.
What do your customers and suppliers in extreme weather zones need to know, and how often do you need to reach them with pertinent information? These are questions that every company, large or small, should be asking. If you have resources to support customers and vendors, share how to access them beforehand. You can provide safety advice, information about local or regional resources they may contact or utilize, and discounts or contract extensions to let them know that they will not lose services they have paid for as a result of the situation.
You can engage in conversations on social media to share ideas and support. During extreme weather events, however, internet connectivity and mobile devices might be disrupted so social media shouldn’t be your sole channel of communication. This is why it’s imperative to involve every level of your organization in scenario planning.
Impacts on the Workforce
One of the most significant gaps in business communications is the lack of focus on how extreme weather affects employees. When Hurricane Helene hit Florida’s coast this September, news reports showed confusion among factory and warehouse workers, leading to injury and even death. This is just one example of how extreme weather events are impacting industrial facilities worldwide. When your workforce is located in regions prone to tornadoes, hurricanes, floods, or extreme heat, communications plans must take into account how individual employees can prepare for their physical safety and that of their families as they secure the business assets.
Employees’ specific roles in a climate event must be delegated in advance. Create a phone tree and assign someone off-site with a list of employee and customer contacts in case your computer systems go down. It is crucial to outline how leadership and the workforce will communicate during a power outage when usual channels are unavailable. Identify backup communications systems in case mobile networks fail during storms.
Perhaps the biggest unspoken, weather-related issue is the impact on employee morale and their physical and mental health. Employees often feel uncertain about how these incidents will affect their workflow and job security, particularly if they’ve experienced injury, illness, or property damage or loss from a destructive weather event. Communications from managers and senior leaders can provide reassurance, calm and security. When employees are offered support or encouraged to support each other, the community around them may also feel inspired, motivated or proud.
The impacts of extreme weather are no longer a distant threat; they are happening now. It’s time to ask yourself: Are you ready for what’s coming? And more importantly, what can you do to be sure your employees and your brand are ready to face the storm?
Written by Ivy Cohen.
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