The Scoop: Hurricane Helene stresses communications in every way imaginable

Hurricane Helene has devastated a huge swath of the American southeast from Florida to Tennessee, with the mountainous Western North Carolina region facing particular destruction. Tiny towns were swept away in raging floodwaters and the city of Asheville remains largely cut off from the outside world. The Associated Press reported Monday morning that 91 people have died in the storm nationwide, with 30 reported dead in Asheville’s Buncombe County alone, with those numbers certain to rise.

The storm has led to a number of complex communications challenges, including simply that: the ability to communicate. Power lines and cell towers were destroyed throughout the storm’s path, leaving communities isolated and families unable to learn the fate of loved ones. Verizon posted a detailed update of cell service restoration efforts on its website, including region-by-region information and a promise to waive certain charges for affected areas for the next few days.

Politicians from the hyper local level to the president of the United States also worked to share messages of sorrow, comfort and resilience, as well as basic, tactical information on where to find much-needed supplies and information.

Buncombe County Manager Avril Pinder had to share the news that they had not yet established food and water supplies to the area, which saw major road damage that left the area largely isolated from the outside world.

“We hear you. We need food and we need water,” Pinder said on in a call with reporters, according to the AP. “My staff has been making every request possible to the state for support and we’ve been working with every single organization that has reached out. What I promise you is that we are very close.”

President Joe Biden pledged his administration “will continue providing support to impacted communities — for as long as it takes” and will deliver remarks on the hurricane relief efforts Monday. Vice President Kamala Harris cut short a campaign swing in Las Vegas to return to Washington for briefings and will visit the region as soon as her presence will not distract from relief efforts. Former President Donald Trump intends to visit Valdosta, Georgia Monday and has already hit Biden and Harris for their response to the disaster.

Why it matters: This is a deep tragedy that will reshape entire regions of the United States for years to come. The actions and words undertaken now, whether by politicians or companies, will reverberate. And while it may feel too soon to make this a political issue, the fact remains that the presidential election is just over a month away and both North Carolina and Georgia are considered swing states, which both presidential candidates are all too aware of. Yet there is a risk of moving too far into blame and politics when relief efforts are still underway, and names of the deceased are not yet known.

The most important issue right now is getting these people food, water, shelter and safety and beginning the rebuilding process. The ongoing challenge of keeping these regions in the public eye to get the help they need even when the ravenous news cycle has moved on to the next disaster will test the skills of communicators.

In the meantime, please support recovery efforts if you’re able.

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Allison Carter is editor-in-chief of PR Daily. Follow her on Twitter or LinkedIn.