Do you know how your brand will behave and communicate during a crisis or natural disaster? Sandy’s destruction to New York and New Jersey continues to shock the nation as more pictures and videos become available from news affiliates, personal Facebook and Twitter accounts and Coast Guard and other military helicopters. The news has hit me, and a few of my co-workers, particularly hard as we have deep ties to the region: born there, grew up there, and/or lived there. But many of us have friends and family still in the region and that brings us back there time and time again. How, though, does this relate to your brand during a crisis?
Profit vs. Consumers
As we’ve heard from President Obama, crises such as this bring out the best in Americans. The same can often be said about companies. Here are three examples of companies putting aside profit to work for the benefit and well-being of the American people. The end result may ultimately lead to an increase in consumer loyalty if these companies are looked upon favorably by consumers, but only time will tell.
AT&T and T-Mobile
AT&T and T-Mobile announced that they are sharing their cell phone networks to help Sandy victims since 25% of cell phone towers in 10 states have been knocked out. According to both companies, there will be no roaming charges for customers of either company, and no need to change any settings, rate plan or service agreements. This is mostly happening behind the scenes but users will have no idea what network they are on. All they need to know is that they are have service.
JetBlue
Over the past several days, JetBlue has sent email notifications to members of their TrueBlue frequent flyer program announcing waivers on change and cancellation fees due to Sandy. In addition, the airline has provided updates to their status at the regions three major airports and offered words of support. While other airlines are waiving fees, few have reached out as well as JetBlue.
Duracell
Duracell announced it will be sending its disaster relief community effort to none other than, Battery Park, not because of its name but because of its location in hard-hit lower Manhattan. The Power Forward Community Center is outfitted with charging stations for mobile phones and devices as well as computers with internet access to allow people affected by natural disasters to use their email and social-media accounts. The smaller 4×4 Rapid Responder truck, outfitted with the same equipment, will take to the streets of New York and New Jersey.
Hopefully, more companies will jump on board and offer services that help those devastated by Hurricane/Superstorm Sandy — but many brands faltered. Have you thought through what your company would do during a crisis?
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Hurricane Sandy, How You Can Help
Hurricane Sandy (later Superstorm Sandy) swept through the northeastern part of the United States last week. As a number of people observed, waiting a week to see what needs there truly are was the best counsel possible. It’s now clear that some regions like coastal areas got hit with devastating force, and recovery for those places is going to take a long time.
Here in Vermont, you can follow a new Facebook page and Twitter account organizing Vermonters’ efforts to help:
Www.facebook.com/VermontersForSandyRelief
www.twitter.com/VT4SandyRelief
http://www.vtfloodresponse.org/DefaultPermissions/StormSandy/tabid/210/Default.aspx
Lots of things are needed, and lots of organizations are providing assistance in all of the areas affected by Sandy. Nationally, the Salvation Army and the Red Cross have deployed their crisis recovery teams.
http://www.salvationarmyusa.org
For people who want to do more than just make a cash donation, check out the Hands On Network:
http://www.handsonnetwork.org/nationalprograms/handsondisasters
The Points of Light program:
And FEMA has a list of excellent resources to determine the best paths for helping out.
http://www.fema.gov/volunteer-donate-responsibly
Please remember that disaster recovery is measured in years, not days. There will be many citizens along the coastal areas this winter with no permanent homes, no winter coats, and certainly no normal holidays. You know what program is going to need a lot of extra support but doesn’t know it just yet?
Toys for Tots.
However you choose to lend your support, please do so to the extent that you can.
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Your Brand During a Crisis (like Hurricane Sandy) | Change Conversations http://t.co/24AXZYi6