In Florida, hurricane season is more than just a few months on the calendar. It’s a reminder of how quickly life can change. It demonstrates the value of clear and calm communication during times of uncertainty.

At SalterMitchell PR, our team has been deeply involved in supporting communities and organizations responding to major storms. While hurricanes present unique communication challenges, many fundamental principles remain the same.

‍At the heart of every response is knowing your audience, using the right tools to reach them, and sharing information that is concise, timely and useful.

One of the most powerful examples of this work came in the wake of Hurricane Michael. Our team, under the leadership of SMPR founder April Salter, led the on-the-ground public outreach and response in Mexico Beach, working closely with local officials to help rebuild not just infrastructure, but trust.

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Helping Mexico Beach Rebuild

When Hurricane Michael made landfall in 2018, it struck Mexico Beach as a Category 5 storm. The damage was overwhelming. Families, city leaders and emergency officials needed a comprehensive and coordinated communications strategy immediately.

Our team worked with the City of Mexico Beach and the Bay County Emergency Operations Center to share important updates with residents and key stakeholders in the aftermath. 

We had to meet our audience where they were. With cell service down across much of the city, we turned to traditional flyers and distributed them widely, posting them in places we knew community members and emergency workers would see them, like community feeding sites and portable restrooms.

At the same time, we positioned the City’s Facebook page as the central hub for disaster information, posting timely updates on where to find clean water, medical care, housing support and recovery supplies. We also responded to resident questions and pleas for help with a clear, compassionate and consistent message.

Almost immediately, the City's Facebook page became a trusted resource for residents, media, past visitors to the beloved city and emergency partners, with posts earning more than 4 million impressions. In the months following landfall, thousands continued engaging with the content and millions were viewing it.

To maintain order and security, we distributed silicone bracelets that identified residents and owners who were permitted to enter the disaster area. We saw this as another opportunity to build a sense of community and hope. The message? Mexico Beach Strong. Even seven years later, some residents sport these bracelets at community events. 

After the immediate crisis passed and recovery efforts were underway, we helped organize a Resiliency Summit for community and business leaders across the 12 most impacted counties. 

The gathering was an important step toward restoring confidence and momentum, bringing local leaders together with state and federal partners to focus on long-term rebuilding and connecting communities with the resources they required for long-term recovery.

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‍What We’ve Learned

Start early.

‍Build communication systems before the storm hits so your team can act quickly and confidently.

Understand the people you’re serving.

Communicate with empathy by seeing the situation firsthand, listening to those affected and responding in ways that reflect both their physical realities and emotional needs.

Stay visible.

Once you understand who you’re serving, you can identify the best way to reach them, but be ready to adapt. In some cases, that might mean social media updates or text alerts. In others, especially when power is out or cell service is down, people will turn to whatever information they can find.

That’s why it’s critical to plan ahead. Have materials designed and ready, maintain a list of reliable community partners and spaces, pre-write social media copy that can be quickly updated and gather up-to-date resource links. Flexibility is essential. Communication channels can shift depending on the severity of the storm and the current conditions your audience is facing.

And don’t underestimate the value of public radio. Local stations often stay operational during severe weather when other services fail. These broadcasters can be a lifeline for sharing timely, trustworthy updates when digital tools go dark. 

“In a crisis, people don’t just need updates, they need to know someone is in their corner,” said April Salter. “Our role was to build trust and bring clarity when it mattered most.”

It has taken Mexico Beach almost seven years to restore the community and commercial activity that residents and tourists count on, but the community has shown that by working together, they can not just survive, but thrive.

SalterMitchell PR is a member of the IPREX Global Network where you can find additional resources on trauma informed crisis communications.

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‍If you’re interested in optimizing your communications plan, SMPR is here to help. 

With a multigenerational team and 25 years of business, we specialize in cutting through the noise to help you connect with your audience.

Let us help you achieve your goals.