Don’t Get Burned: Crisis Communications in a Heatwave
It feels like every summer in Texas is hotter than the last. Last month, many regions saw temperatures hovering over the triple digits almost everyday, posing severe health risks for the most vulnerable. On June 20th alone, 350 Texans visited the emergency room due to heat illness. With many A/C units on overdrive, fears surfaced of another electricity grid failure, like the one seen in the 2021 power crisis when a rare spat of freezing temperatures caught the state off guard. Summer has only begun, and companies, especially those offering short or long-term accommodations to the public or whose employees work outside, must prepare for incidents related to potential heat risks, whether they stem from their own air conditioning systems or from the weaknesses of our statewide electricity grid.
A heatwave can bring about risk from an operational standpoint but also to your company's long-term reputation. Companies of all sizes face risks regarding how they manage operations during heatwaves. If the correct communication crisis methods are not used effectively, risks can include losses in employees, sales, or customers. As corporate accountability is held to progressively higher standards by the public, how your company communicates during the incident determines how the public perceives it is a responsible stakeholder. It is important to take the necessary steps towards communicating with staff and the public to maintain a positive image of the company and minimize backlash.
Taking the Heat in H-Town
With a heat index of 92.3, the Houston-Sugarland metropolitan area is ranked as the fourth most sizzling city in the US. Let's look at contrasting examples of how two local companies handled communications when their A/C systems went bust last month:
At Texas' busiest airport, Houston’s George Bush Intercontinental, the last thing visitors want to hear as they begin their summer vacation is that the A/C system isn't working. And yet, when temperatures nearing 100 degrees pushed up demand and reduced the capacity of its A/C system earlier last month, the airport's communications team managed to mitigate the damage through transparency, empathetic messaging, and displays of concrete efforts to resolve the situation.
Among many statements, the airport officials issued the following statement once the incident had occurred:
“We are sorry for what has happened. While the cause of the issue was beyond our control, please know, Houston Airports is working around the clock to do everything possible to restore optimal conditions for everyone inside the airport. We appreciate your patience and understanding as we focus on getting our air conditioning system fixed.”
This statement effectively responded to the situation while reassuring guests that they are tending to the source of the issue. One thing to notice is they begin their statement with an apology which helps diffuse the situation. In addition, their effort to restore conditions and showing appreciation has the same effect.
In parallel, the airport officials also informed media outlets of the specific measures they were undertaking to keep passengers comfortable–bringing in five temporary chillers and passing out free bottled water. Photos were shared of the ad hoc bottled water stations. These details demonstrated the airport's ongoing and concrete strides to resolve the problem and to care for its passengers.
During the same June heatwave, a Texas multifamily property manager chose to follow a different playbook, as residents of their South Acres apartment complex endured nearly a month without central air conditioning. With no notice of when or how the situation would be resolved, one resident, finally fed up after three weeks of using six different fans to keep cool, contacted a local TV station to "sound the alarm." A council member announced she would launch an "arsenal" and mobilized local health and housing authorities to investigate.
Citations were issued. Excuses were made. A representative of the property management company, who only replied to media when confronted at the group's corporate headquarters and once temporary accommodations had been put in place, said they had not communicated with residents about the situation because they did not want to spur "false hope." At the same time, she claimed they had told residents they could deduct the purchase of a window A/C unit from their rent, though residents interviewed denied having been informed of this offer.
Sure, the company may not have had the same logistical capabilities as the Bush Airport to remediate the situation, but its passive, even dismissive, approach to communications, left residents distraught and led to legal fines. In the long term, it likely tarnished relations with a city council member whose district has the highest number of publicly funded apartment projects.
The Phases of a Heatwave Crisis Comms Plan
As a company, you might be wondering: How can I use communications to effectively address a situation and keep the public informed during a heat wave? We’ve broken it down for you using the 6 phases of crisis communication and recommendations that your company can do:
The first stage of crisis communication is the Warning stage, which involves recognizing a potential crisis through early warning signs. Here are some recommendations for this stage during a heatwave:
Monitor weather forecasts and heat advisories to detect potential heat waves.
Establish a system for communicating heat wave warnings to employees, customers, and other stakeholders.
The second stage of crisis communication is the Risk Assessment stage which involves assessing the potential risks of the crisis on the company and its stakeholders. Here are some recommendations for this stage during a heatwave:
Assess the potential impact of a heatwave on company operations, employees, and customers.
Identify vulnerable populations, such as outdoor workers or those without access to air conditioning.
The third stage of crisis communication is the Response stage which involves activating the company’s crisis management plan and responding to the crisis. Suggested measures include:
Activate the company’s heat wave preparedness plan.
Communicate with employees and other stakeholders about the company’s response to the heatwave.
Provide employees with access to cool areas and water.
The fourth stage of crisis communication is the Management stage which involves managing the crisis and minimizing its impact on the company and its stakeholders. Here are some recommendations for this stage during a heatwave:
Monitor employees for signs of heat-related illness and provide medical attention as needed.
Adjust work schedules or duties to minimize heat exposure.
The fifth stage of crisis communication is the Resolution stage which involves concluding the crisis and communicating the resolution to all audiences. Here are some recommendations for this stage during a heatwave:
Communicate with employers and other stakeholders about the end of the heatwave.
Conduct a debriefing to evaluate the company’s response and identify areas for improvement.
The sixth stage of crisis communication is the Recovery stage which involves recovering from the crisis and getting back to normal. Here are some recommendations for this stage during a heatwave:
Restore normal business operations and minimize the long-term impact of the heatwave.
Consider implementing measures to prevent future heat-related disruptions, such as backup generators or alternative work locations.
Communicate with customers and other stakeholders about the company’s recovery efforts.
Crisis communications are critical when temperatures start to rise. Failing to communicate effectively could mean a huge hit to your company. Because of this, it always helps to have a strategic firm like Holler Strategies help do the job for you.
