5 Business Communication Lessons from Hurricane Irene
Here in Princeton, New Jersey, Hurricane Irene struck hard last Saturday. Thank you to everyone who contacted us to check in. Fortunately, our business and all employee homes are fine. Nearby, though, many communities are still struggling with flooding and damage. 
When power was cut off, communication became central. Here are five lessons about business communication that Hurricane Irene highlighted:
- Every document/message/communication needs a central message.
Messages were clear on this storm: a major hurricane is heading your way and you need to prepare. Like a major document, there were branches off this central theme, such as food, how to prepare a home, essential supplies, have cash on hand, but each related clearly to the core message.
- Tone should match the message.
Some post-mortem comments have expressed frustration that the media tone was hysterical. I disagree. Having witnessed the destruction myself, tone matched urgency. New Jersey Governor Christie's tonal frustration was on point when he admonished surfers refusing to evacuate the New Jersey Shore:
"It's time to leave the shore, now. I will not send rescue personnel into harm's way rescuing people who ignored warnings. If you're not as tan as you wanted, or haven't yet caught the perfect wave, it's not happening now. Evacuate! "
- Planning is most of the work in business communication.
The hardest part of a document is the planning. It's the "pacing the floor" critical thinking about audience, appropriate content, and organization. Best business writers spend 50% planning each document. Drafting is the easiest portion, and only takes 20% of time and effort, and editing (the clean up) should require about 30% of your time and effort.
- Maintain communication channels.
As you disseminate information in your organization, or to a client or colleague, be sure your audience knows how to act, or find additional information, or ask questions.
New Jersey Governor Christie is being widely praised for his honesty, openness, and clear communication flow during Hurricane Irene. PSE&G, the electric company for New Jersey is being widely criticized. 400,000 people lost power, yet PSE&G provided the same statement to all: "Power will be restored by Monday, September 5." This message was recorded on Saturday, August 27 and never updated across the storm or clean up period, which continues. PSE&G could have updated their website and Twitter account with relevant area information, but did not. This frustrated many customers.
- Business communication is really people to people communication.
Governor Christie presented a human voice, and emoted care. PSE&G presented business-speak, with no engagement. Given the resources PSE&G put towards restoration, this could have been a business communication bonanza for them, but instead they retreated to meaningless edicts.
When problems strike, don't be shy about offering concern to affected coworkers. Behind the corporations and governments, are people. The ultimate goal of business communication is to connect with people with provide the information they need.
