Cut off from my Jacksonville, Florida home/office by Hurricane Idalia, I’m extending a business a trip to Smith’s Atlanta office. In the face of Idalia’s fast-moving storm track, I’m following a plan I made with my wife before leaving Florida and keeping her informed of changes in that plan as events unfold.

My personal situation reminded me of the crucial role a pre-determined communication plan plays within organizations when events with the potential to threaten employee health and safety occur.  

Following is a step-by-step guide to what every organization needs to do to ensure effective communication during a hurricane (this approach works for other types of emergency situations, such as fires, floods, etc.).

Plan preparation should cover

• Pre-emergency communications:
  • Preferably before the hurricane season starts, provide employees with information about the company’s hurricane preparedness and communication plans.
  • Include details on the roles and responsibilities of different employees during a hurricane and the various types of communications they can expect and communication channels you’ll use. 
  • Provide evacuation routes, shelter locations, and communication channels.
• Emergency contacts:
  • Create a list of emergency contact numbers for employees, including local emergency services, your organization’s emergency response team, and relevant local agencies.
• Emergency communication team instructions:
  • Designate a team responsible for managing and disseminating information during emergencies. This team should be trained to communicate clearly and effectively under high-stress situations.

• Feedback channels and Q&A:
  • Establish a channel for employees to ask questions and provide feedback during the emergency. This could help alleviate concerns and correct misinformation.
• Language and accessibility:
  • Ensure that all communication is accessible to employees with disabilities and consider providing information in multiple languages if your workforce is diverse.
• Remote work/flexibility:
  • If feasible, allow employees to work remotely during the hurricane. Ensure they have the necessary tools and resources to continue their work from a safe location.

Plan execution should include

• Multiple communication channels:
  • Utilize multiple communication channels to ensure that information reaches employees even if one channel fails. This could include email, text messages, phone calls, internal communication platforms, and social media.
• Regular updates:
  • Keep employees informed about the hurricane’s progress, potential impact on the workplace, and any changes to the emergency plan. Provide updates as frequently as necessary based on the hurricane’s trajectory and severity.
• Clear employee instructions:
  • Provide clear instructions on what employees should do before, during, and after the emergency. Include information about evacuation orders, shelter-in-place procedures, and how to stay safe.
• Localized Information:
  • Provide employees with information relevant to their specific location. Different areas might have varying levels of risk and different evacuation plans.

Complete plan, post-emergency (don’t miss this important step)

• After the hurricane has passed, provide:
  • Updates on the status of the workplace, any damages, and when employees can safely return.
  • Lessons learned. When things have returned to normal, conduct a review of your communication and emergency response efforts. Identify what worked well and areas that could be improved for future emergencies.

Advanced planning and having clearly defined communication strategies and tactics in place will help ensure that your organization responds effectively to the challenges posed by severe weather events. Smith can help. Employee communication is what we do.

Extraterrestrial Buzz

When IFLS published the following article on its website the story got more than half a million shares. 

Marijuana Contains “Alien DNA” From Outside Of Our Solar System, NASA Confirms

The thing is, if you actually clicked on the headline to read the story, you would have realized it was completely untrue.

Don’t Read it, Retweet it!

According to a study by computer scientists at Columbia University and the French National Institute, 59 percent of links shared on Twitter have never actually been clicked by the person sharing the link. 

In other words, most people appear to retweet news based solely on the headline.

Did You Fall for This?

NPR found a similar result to an April Fools’ Day prank. They posted a headline: Why Doesn’t America Read Anymore? In the body of the article, they wrote: “If you are reading this, please like this post and do not comment on it. Then let’s see what people have to say about this ‘story.’”

Nearly 50,000 people commented on the story.

Be Sure Your Headlines Do This

While these studies and pranks suggest how eager we are to share things on social media, they also highlight the importance of headlines. 

Headlines get people—a lot of people—to do things. 

If the thing you want the reader to do is actually read your article or email, you need to craft a headline or subject line that does this:

Make an intriguing but believable promise of benefits to the reader.

The alien DNA story and the NPA article don’t actually do this, of course. They use a different approach. They make a wild or provocative claim. That’s an effective technique for catching attention and generating shares but, if you want people to read your message, you have to catch their attention AND offer them something of value.

Use Headline Formulas

A quick way to improve your headline or subject line is to apply one of several so-called headline formulas. Headline formulas are types of headlines that have proven themselves effective at garnering responses to direct mail and email marketing. Below are a few examples.

Take the Time to Write a Good Headline

Don’t let your headline or subject line be an afterthought. When I write, I sometimes start with the headline — the promise — and then make sure I fulfill that promise in the body copy. Or, sometimes I’ll write the copy, come up with a good headline, then go back and revise my copy to be sure it delivers on the headline’s promise. 

As I stated in a previous blog, People Don’t Read, your goal is to get people to pay attention to your message. Your headline is what will get them to pay. Just be sure your content provides them a return.