The collapse of the 12-story Champlain South condominium building in Surfside, Florida was a disaster heard around the world. Beyond the global headlines generated by this calamity, the depth of sympathetic public response can be measured by the tens of millions of dollars in contributions sent to local relief agencies by donors from all 50 U.S. states and from countries around the world.
One of the most powerful elements in generating this remarkable outpouring of compassion was a highly organized communications campaign. This process was achieved by practicing some of the most basic rules of crisis management and maintaining these practices on a daily basis. Much of the credit for the unified messaging must go to Miami-Dade Mayor Daniella Levine Cava and her team who took the lead in public information and media relations in the aftermath of the deadly building collapse.
Speak with One Voice: Despite the presence of dozens of federal, state and local political leaders, rescue and recovery agencies and social-service organizations, everyone cooperated in communicating specific messages that were pertinent to the moment. The result was a united communications process that effectively reached all audiences without distractions.
Set Aside Your Differences: All spokespersons stood side by side in Surfside and avoided the partisan bickering and finger pointing that too often occur during disaster responses, most memorably during Puerto Rico and Haiti hurricane relief. Even such ideological opponents as President Joe Biden and Florida Governor Ron DeSantis commended one another for their responsive actions and pledged cooperation. Differences were set aside to maintain focus on the sadness of the tragedy and the importance of rescue and recovery.
Communicate Often and Effectively: Mayor Levine Cava held multiple daily news conferences immediately following the disaster and daily briefings in the weeks that followed. Projecting a sense of openness and empathy, she shared the stage with federal, state and local elected officials, public safety leaders and relief agency spokespersons. Behind the scenes, the Mayor and her staff reached out daily to families of the deceased, surviving Champlain South residents and strategic partners in the rescue and recovery effort to share all relevant information, and truthfully answer any questions and concerns without speculation that might have generated unnecessary controversy.
These are some of the most basic rules that should govern responsible communication in any crisis situation. Business, professional and non-profit entities are well advised to follow these guidelines when they address unforeseen and unfortunate situations that may threaten their public images and operations.
