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Last month’s tragic disaster in New Orleans resulted in
scenes that will forever be etched into the psyche of
all Americans: citizens left behind without a safety
net, local political leaders begging for help on
television and rescue efforts intolerably delayed. While
the government instructed residents of New Orleans
to evacuate, they gave them neither the resources nor
cohesive instructions on how to do so effectively. A
clear crisis communication plan from the government
could have signaled a decisive, proactive strategy in
handling the rescue effort, instead of the bureaucratic
missteps which ensued.
Most business and civic organizations have already
instituted crisis communication strategies that include
quick reaction, recognition of the problem, defined
actions to address the issues, and a clearly defined
path to rectify errors and investigate allegations.
In the case of Katrina, when there were indications of
disaster more than two days in advance of the event, a
crisis communications platform could and should have
been erected in anticipation of a worst-case scenario.
Instead of waiting for days to assess the damage, the
communications team could have instantly moved into
action. During the initial briefing, the team should
have delivered an agenda of positive steps that the
administration would be taking to ascertain the extent
of the damage and initiate rescue and recovery efforts.
FEMA (Federal Emergency Management Agency) should have
listed the resources that were expected to be employed
immediately to aid storm survivors. This would include
National Guard troops, supply caravans, emergency
communications deployments, etc. Simply enumerating the
steps that were being taken and letting the public know
that the government was not sitting on its hands while
people suffered would have eliminated much of the clamor
that grew over a perceived lack of response to the
situation.
The President should have taken the lead and immediately
demanded measurable action. It should not have taken
repeated requests from local leaders to prompt such
activities.
There will be many lessons learned from the devastating
tragedy of Katrina. One of the most important lessons is
the need for a strong communications channel to both
victims and the public under confusing and horrific
circumstances.
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