Hurricane Response: A Case Study on the Innovative use of IT Communication Tools for Crisis Management

Abstract

Abstract A core component of crisis response management is delivering clear and consistent communication to those affected by the event. This paper describes a crisis communication strategy implemented by an oilfield service company in response to hurricane devastation of an area where over 12,000 employees live and work. A key component of the company's crisis management process includes a well prepared communication strategy that can be deployed pre-crisis, during a crisis, and post-crisis. The communication plan includes recommendations on the content and frequency of messaging, stakeholder targeting, and use of multiple communication channels and tools. Communication tools include mass email distribution and text alert messaging with receipt confirmation, company intranet, 24-hour emergency call center, internal social media, and standard IT tools. Effective execution of the communication plan was enabled by a communication committee responsible for the deployment of the strategy. Utilizing established company communication tools, such as email distribution lists, text message alerts and dynamic intranet pages, the company delivered timely and reliable information to employees. The updates included the ongoing status of the hurricane and its impact, how to access resources and the actions the company was taking to address hurricane-related issues. Within days of the storm making landfall, a 24-hour emergency call center was established to connect those employees unable to access the internet or email with local aid. This also accelerated assistance for employees most impacted by the event. Another key communication channel was the company's internal social media platform. This was the first time this tool had been utilized as part of a crisis management communication strategy. Incorporating internal social media into the crisis response enabled employees to become active participants in the hurricane recovery by providing peer-to-peer information and connecting employees with colleagues in close proximity who required or could provide assistance. The use of a crisis management communication committee ensured effective execution of the hurricane response communication plan. The innovative use of well-established communication tools was the key factor to dispatching employee assistance during and after the hurricane.