How can you build trust with stakeholders and the public through your hurricane crisis communication plan?

1 Identify your audiences

You should know who your stakeholders and the public are, what their needs and concerns are, and how they prefer to receive information. Stakeholders may include local authorities, emergency services, utility providers, community leaders, and media outlets. The public may include residents, businesses, visitors, and vulnerable groups. You should segment your audiences based on their location, risk level, and communication preferences. This will help you tailor your messages and channels to each group.

2 Establish your objectives

You should have clear and specific objectives for your crisis communication plan. What do you want to achieve with your communication? What actions do you want your audiences to take? How will you measure your success? Your objectives may include informing, educating, warning, directing, reassuring, or engaging your audiences. You should align your objectives with your overall crisis management plan and coordinate with other agencies and partners.

4 Craft your messages

You should craft clear, concise, and consistent messages that address your audiences' needs and concerns. You should use simple and plain language that avoids jargon and technical terms. You should also use positive and proactive tones that convey confidence and empathy. You should provide accurate and relevant information that answers the questions of who, what, when, where, why, and how. You should also include actionable and specific instructions that tell your audiences what to do, how to do it, and why it matters.

5 Deliver your messages

You should deliver your messages in a timely and frequent manner. You should update your audiences regularly on the status of the crisis, the actions you are taking, and the expected outcomes. You should also anticipate and address potential questions, concerns, or rumors that may arise. You should use multiple channels to reinforce your messages and reach different audiences. You should also monitor and evaluate the effectiveness of your communication and adjust your strategies accordingly.

6 Engage your audiences

You should engage your audiences in a respectful and responsive way. You should invite feedback and input from your audiences and acknowledge their views and feelings. You should also provide opportunities for dialogue and participation, such as surveys, polls, forums, or webinars. You should also recognize and appreciate the contributions and efforts of your audiences and partners. You should also share stories and examples of resilience and recovery that inspire hope and optimism.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?