Communicators get creative to warn about Hurricane Florence

When lives depend on it, how can you ensure your message cuts through the noise?
Hurricane Florence, now a Category 4 storm with winds up to 140 mph, could become a Category 5 monster before making landfall along the coastline of the Carolinas and Virginia. In many areas, officials and residents are preparing for intense rain and flooding, and more than 1 million people have been ordered to evacuate.
Locals have been boarding windows and filling sandbags, but communicators are still working to get the message out that the storm is exceedingly dangerous—and that those who can leave should get out of town.
Twitter an essential channel
Authorities used Twitter to share evacuation orders:
Evacuation has already been ordered for Virginians in Hampton Roads and other areas inside Zone A in anticipation of Hurricane #Florence.
Make sure you’re prepared before the storm arrives — #KnowYourZone #FlorenceVA https://t.co/6J2zCEtSUG
— VA State Police (@VSPPIO) September 11, 2018
Some took a more humorous approach, hoping to cut through the internet chatter:
Thankfully, we don’t expect to see this type of wind this weekend. However, please take the time to prepare yourselves and family….and that includes your furry friends for #FlorenceVA.
For information to help you get started on preparations, please visit https://t.co/0u9sl0ygcy pic.twitter.com/bloIFePxgb— Hanover Sheriff (@HanoverSheriff) September 11, 2018
Some organizations have already begun to solicit donations:
Neighbors & strangers are asking how they can help their fellow Virginians after Hurricane Florence strikes: the most effective way to help is to make a financial contribution or volunteer through a VAVOAD certified organization. Do not self-deploy to a disaster zone. #FlorenceVA pic.twitter.com/WetAcBZT5b
— VDEM (@VDEM) September 11, 2018
Social media videos show the flooding from the pre-storm surge:
Pre Hurricane and the #Henrico DSA office is already flooded. Might be a long week ahead. Thank you âââ#FlorenceVA pic.twitter.com/UnDVTnMgAC
— Rob Welch MS RAA AT Ret (@HenricoWarrior) September 12, 2018
Others are sharing their apprehension:
Not feelin’ great in Charlottesville VA. Food Lion and Wegman’s out of bottled water. Anxious for updates on direction Florence is moving. #FlorenceVA https://t.co/DhMIuMoREc
— Karen Mills-Thomas (@karen22959) September 12, 2018
Communicators are pushing a hashtag that people can follow for updates:
Be sure you’re following #FlorenceVA to get the most up-to-date information as Hurricane #Florence approaches #VA. pic.twitter.com/OteZ5kJUAM
— VA State Police (@VSPPIO) September 11, 2018
Give updates on storm using hashtag #FlorenceVA
— Annette Blankenship (@DoNotGiveUpHope) September 12, 2018
Travel warnings
Many transportation providers are suspending their operations to avoid sending travelers into harm’s way. Delta is among the airlines tweeting about their response to the monster storm:
We’re closely monitoring Hurricane Florence. To help impacted customers, we’ve expanded our weather waiver, capped fares, and removed baggage fees ahead on the storm. Learn more details below. https://t.co/tiH7t777bd
— Delta (@Delta) September 11, 2018
Due to the forecasted path of Hurricane Florence we’ve
issued a travel waiver. View more info here: https://t.co/nVghiw3tRw— Delta (@Delta) September 11, 2018
American Airlines and United Airlines have grabbed eyeballs by tweeting a GIF:
We have travel options available for airports potentially affected by #HurricaneFlorence. Please check details here: https://t.co/kNkPUilgez pic.twitter.com/EbV1gJzsKR
— American Airlines (@AmericanAir) September 10, 2018
Hurricane Florence updates:
– A travel waiver is in place: https://t.co/OOCEcWwN8m
– 1st, 2nd, excess, overweight & oversized baggage fees + in-cabin pet fees are waived
– Fares are reduced to/from impacted communities pic.twitter.com/AOTdNnvq28
— United Airlines (@united) September 12, 2018
Amtrak is sharing information regarding service disruption:
UPDATED SERVICE DISRUPTION INFORMATION:https://t.co/IZnPj1z5OI pic.twitter.com/wP8xHOyvTi
— Amtrak (@Amtrak) September 11, 2018
Politicians speak out
Elected officials seek to inform the public that Florence is more fierce than most other hurricanes that have menaced the Southeast.
The New York Daily News reported:
“This storm is a monster. It’s big and it’s vicious. It is an extremely dangerous, life-threatening, historic hurricane,” said North Carolina Gov. Roy Cooper.
The storm’s coastal surge could leave the eastern tip of North Carolina under more than 9 feet of water in spots, projections showed. Florence was about 800 miles southeast of Cape Fear, N.C., on Tuesday, and bearing down on the coast at 17 mph.
“The waves and the wind this storm may bring is nothing like you’ve ever seen. Even if you’ve ridden out storms before, this one is different. Don’t bet your life on riding out a monster,” said Cooper, who issued a mandatory evacuation order for North Carolina’s barrier islands.
“We’ve seen nor’easters and we’ve seen hurricanes before,” Cooper said. “But this one is different.”
President Donald Trump used Twitter to warn residents to take the storm seriously and take “precautions”:
My people just informed me that this is one of the worst storms to hit the East Coast in many years. Also, looking like a direct hit on North Carolina, South Carolina and Virginia. Please be prepared, be careful and be SAFE!
— Donald J. Trump (@realDonaldTrump) September 10, 2018
To the incredible citizens of North Carolina, South Carolina and the entire East Coast – the storm looks very bad! Please take all necessary precautions. We have already began mobilizing our assets to respond accordingly, and we are here for you! pic.twitter.com/g74cyD6b6K
— Donald J. Trump (@realDonaldTrump) September 10, 2018
Other officials are just as concerned:
The Daily News continued:
National Hurricane Center Director Ken Graham warned that Florence could knock out electricity and cause widespread flooding, as forecasters said some parts of North Carolina could get 1½ to 2 feet of rain, with nearly a foot in parts of Virginia, Maryland and Washington, D.C.
“This one really scares me,” Graham said.
Jeff Byard, an official at the Federal Emergency Management Agency, predicted the storm “could knock out power days into weeks,” he said. “It’s going to destroy infrastructure. It’s going to destroy homes.”
Celebrities have taken to their social media channels to encourage people to evacuate. “One Tree Hill” star Hilarie Burton shared her message via Instagram:
View this post on Instagram
A post shared by Hilarie Burton (@hilarieburton) on
Communicators looking for ideas on how to reach people who are stubbornly refusing to evacuate can take a lesson from the crisis communicators in Texas during Hurricane Harvey. Remember to used vivid imagery and tell a compelling story—and you just might break through the increased noise and reach those who need your message.
What are your crisis communication tips, PR Daily readers?
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