Basil Jarrett | Surviving Beryl: Tips for business continuity and resilience

TODAY IS Thursday, July 4, a day after Hurricane Beryl and its strong winds and heavy rainfall paid us a visit. If you’re reading this from a hard copy of today’s Gleaner, chances are that you are either soaked to your skin, overdosed on bully beef, or surrounded by a landmine of pots and pans catching water from a leaking roof. If not, then count yourself lucky, because either the storm made a last-minute shift to the left and decided to spare Jamaica, or you’re one of the fortunate souls to have been properly insulated from this massive weather system.

Like so many Jamaicans, I still suffer from PHGTD - Post-1988 Hurricane Gilbert Traumatic Disorder, as every hurricane that has come through the Caribbean since has been held to those lofty standards. But at the time of this writing, Beryl is a Category 4 hurricane, fresh off a devastating run through the southern Windward Islands, and taking aim at Jamaica. And as businesses across the island scramble to prepare, those without a robust crisis communication plan in place are at a severe disadvantage. Hurricanes can wreak havoc on operations even for months after they have passed, but with the right communications strategies in place, businesses can effectively navigate these turbulent times and ensure recovery, continuity and resilience in a much shorter time frame.

ASSESSING VULNERABILITIES

Every business is unique, with its own set of vulnerabilities and latent risks. Whether you’re running a beachfront resort or a wholesale downtown, it is crucial to identify those storm risks that are specific to your company. Your location, your infrastructure and your supply chain dependencies are all critical factors to be assessed as a first step in preparing for a hurricane. Power outages, communication breakdowns and physical damage to property are just a few examples of how hurricanes disrupt business operations and affect supply chains, causing shortages of essential goods and services. By analysing these potential impacts beforehand, businesses can prioritise their crisis communication efforts and allocate resources more effectively.

ESTABLISH A CRISIS MANAGEMENT TEAM

The first step in any effective crisis communications plan is to have a well-defined crisis management team. This team should include representatives from various departments, such as operations, human resources, and public relations. Each member should have clearly defined roles and responsibilities in coordinating activities around a response to the emergency. That being said, identifying and securing reliable communication channels, such as emails, phone, social media and messaging apps for real-time updates, are the next essential steps to take.

It’s also a good idea to have prepared and pre-approved message templates for the different scenarios that you will undoubtedly face during a hurricane. These include templates for evacuations, closures, safety updates, injuries, and yes, even death. These templates can save valuable time when quick communication is needed and misinformation, rumours and speculations abound.

EMPLOYEE SAFETY AND COMMUNICATION

On that point, I’ve seen far too many situations where companies neglect to incorporate their employees into their crisis communications plans, whether as messengers for the company’s external communications, or as targets for messaging themselves. As internal marketing guru and head of marketing for JMMB Group, Kerry-Ann Stimpson tells me, your employees are a valuable communications node and should always be given top priority in any crisis. A well-maintained, up-to-date database of contact information for all employees, inclusive of phone numbers, email addresses, and emergency contacts must be in place, she says, with regular verifications and updates being made throughout the year.

TRANSPARENCY WITH CUSTOMERS AND STAKEHOLDERS

This goes without saying, but like your employees, communicating proactively with customers and stakeholders about potential disruptions and your contingency plans is also critical. This dialogue can help to manage expectations and build trust, and since this is a particularly diverse audience, multiple channels, including social media, email and your company website should also be used.

In an emergency like a hurricane, it is tempting to want to downplay your vulnerabilities or the true impact on your operations. Resist that temptation. Be transparent about the status of your business operations. If there are delays or disruptions, inform your customers and stakeholders promptly, as honesty and openness will help maintain their trust and loyalty and contribute significantly to a swift turnaround.

LEVERAGING TECHNOLOGY

One reason that transparency is crucial in any disaster is that today’s information environment makes it very difficult to keep things hidden. In that case, sometimes it’s best to ‘go ugly early’ by leveraging existing technology, such as social media platforms, to provide real-time updates and engagement with your stakeholders. Use these platforms to share important information, answer questions, and address concerns before social media answers them for you.

One of the most interesting social media events, aside from the hundreds of memes flying around, was a notice purportedly coming from the JPS, stating that power would be disconnected at 11 p.m. on Tuesday. Although the post had no branding, no logo nor any other corporate identifier to establish it as genuine communication from the power company, the current state of panic and disarray surrounding Beryl meant that people fact-checking and verification was thrown out the door. Fortunately, JPS had been down this road before and within minutes, official communication, complete with the requisite branding and corporate identifiers, was dispatched to allay fears. The impact of social media during a hurricane or any other crisis cannot be overstated. With its ability to provide real-time updates, dispel misinformation, and engage with the community, it is an indispensable tool.

DAMAGE ASSESSMENT

At the time of this writing, Beryl’s effects have not yet started to be felt. It’s difficult to say, therefore, what any sort of damage assessment will look like. Once a hurricane has passed, however, it’s a good idea to conduct a thorough assessment of any damage to your business facilities, being sure to communicate the findings to your crisis management team and stakeholders. Recovery plans should then be developed and communicated, clearly outlining the steps your business will take to resume normal operations, inclusive of timelines for repairs, reopening dates, and any temporary changes to services. After the storm, it is also important to evaluate the effectiveness of your crisis communication plan by identifying areas for improvement and updating the plan accordingly. Here, feedback from employees and stakeholders can help to provide valuable insights for future preparedness.

As you can see, having a robust crisis communication plan is essential for businesses to navigate the challenges posed by hurricanes. Bearing in mind that Beryl was only the second name system of this hurricane season, the issues addressed here are going to be relevant for months to come. But by understanding your unique risks; developing a comprehensive crisis communications plan; leveraging communication technologies; and ensuring the safety and involvement of your employees, customers and stakeholders, you should be able to weather the rest of what looks to be a busy 2024 hurricane season. In the meantime, do try to stay dry.

Major Basil Jarrett is a communications strategist and CEO of Artemis Consulting, a communications consulting firm specialising in crisis communications and reputation management. Visit him at www.thecrisismajor.com. Send feedback to columns@gleanerjm.com.