Why Whole-Community Public Information Plans Matter More Than Ever This Hurricane Season

Hurricane season is here once again, and for many Public Affairs and Information Officers (PA/IOs), this time of year brings heightened urgency and focus. The landscape of public information is always evolving, but this year, emerging changes in hurricane tracking technology and funding have made the need for effective communication strategies even more critical.

As storms begin to form in the Atlantic and Gulf, PA/IOs are reminded just how essential it is to deliver timely, accurate, and accessible information to the entire community. Whether it’s preparing residents for an approaching system or sharing recovery resources in the aftermath, public information officers are at the center of the response effort.

Recent adjustments to NOAA’s hurricane tracking capabilities have sparked some concern among emergency managers and communications professionals. Budget pressures and changes in federal programs may mean fewer or less precise updates on storm trajectories and intensities. For PA/IOs, this could translate to narrower warning windows and a greater challenge in communicating potential risks.

When the usual sources of real-time data and forecasts are disrupted or less predictable, the responsibility of local and regional communicators grows. Accurate, consistent messaging helps communities make informed decisions, reduces panic, and can even save lives. In this environment, a robust crisis communications plan isn’t just best practice...it’s a lifeline.

In 2025, our world is more connected than ever before. But not every member of the community has the same access to high-speed internet, smartphones, or even television. That’s why successful crisis communications must be multi-layered, using low-, mid-, and high-tech tools to meet people where they are.

Low-tech solutions, such as printed flyers, door-to-door outreach, and community bulletin boards, remain vital, especially in rural areas or communities with limited connectivity. Mid-tech channels might include local radio, landline-based emergency alerts, or SMS messaging systems. High-tech tools like social media, mobile apps, and real-time mapping are essential for reaching digital audiences quickly.

Balancing these methods ensures that no group is left out, and everyone has the opportunity to receive crucial updates before, during, and after a hurricane.

So what can PA/IOs do? 

1. Diversify Your Communication Channels: Don’t rely on just one or two platforms. Build a toolkit that blends low, mid, and high tech approaches so your message reaches the widest audience possible, even if some systems fail.

2. Monitor Changes in Forecasting Resources: Stay up-to-date on any adjustments to NOAA, National Weather Service, or local forecasting capabilities. Adapt your planning and outreach to reflect the latest available information, and communicate transparently with your audience about any uncertainties.

3. Prioritize Community Partnerships: Work closely with local organizations, faith groups, schools, and businesses. These partners can amplify your messages and help bridge gaps where official channels might not reach.

As hurricane season progresses, the environment for public information is dynamic and sometimes unpredictable. By preparing now and embracing a comprehensive, community-focused strategy, PA/IOs can help ensure that lifesaving information reaches everyone who needs it, no matter what the next storm brings.