National weather experts are forecasting a “Super El Niño” for California this fall and winter. According to a forecast from NOAA, this year’s El Niño has a 75% chance of being the strongest since 1950.
In addition to potentially being a major operational challenge for municipal agencies, the Super El Niño is also a communications challenge. Local government agencies must effectively reach their stakeholders with critical information on preparedness and (potentially) emergency response.
As a public agency, there are communications efforts you can begin now to help your agency stay ahead of the storm:
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Establish your agency as a factual source of Super El Niño information.
With your residents likely to see extreme media headlines and misinformation on social media, it’s important for your agency to establish itself as a trustworthy source of accurate, localized updates related to the Super El Niño. This means taking proactive steps now, such as creating a dedicated page on your agency website or running a social media awareness campaign.
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Promote Super El Niño preparedness.
While your agency can’t prevent a storm, you can help community members prepare for storm impacts. You can and should advise residents to take important steps now, such as signing up for emergency alerts, checking their flood risks, preparing emergency plans/kits, etc. Aim to engage hard-to-reach communities through targeted efforts using print collateral and digital advertising.
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Be ready for emergency communications.
Make sure your communications materials and plans are ready before an emergency arrives. Create or refresh templates for things like social media posts and press releases, ensure your spokespeople are media trained and brush up on your emergency communications plans and procedures.
While a Super El Niño presents undeniable risks, public agencies don’t have to be caught off guard. By laying the groundwork today, you can transform a daunting weather forecast into a demonstration of strong, proactive leadership. Clear communication is just as vital as physical infrastructure when extreme weather strikes; start preparing your strategy now so your community remains informed, safe and resilient when a storm arrives.
If you’re looking for a communications partner to help you stay ahead of the storm, let’s start a conversation.
