Disaster Preparedness and Response
Challenge
AT&T and Cricket Wireless, as leading network service providers, play a critical role in ensuring connectivity for people and businesses, especially during natural disasters like hurricanes. Their preparedness and response strategies are a critical element of the business continuity plan, designed to build trust in stakeholders, provide timely and transparent updates, and support affected communities.
Approach
Collaborating with business unit leaders, my team developed a comprehensive communications plan featuring a messaging framework with pre-prepared statements, proactive consumer campaigns, and network education elements like drills and media tours. This ensured state and local stakeholders were informed ahead of weather events and enabled faster responses to unplanned disruptions.
By leveraging owned content channels (website, blog, social media) for regular updates and tips during disasters, we maintained clear, consistent communication, reassured customers, and reinforced trust and reliability in the brand. After Hurricane Harvey, Cricket Wireless partnered with a Houston micro-influencer for a Mother's Day surprise, showcasing our continued community support.
Results
Increased positive sentiment across key stakeholder audiences and customers.
Secured local and national media coverage and received verbal/written commentary from customers citing our efforts.
Bolstered employee net sentiment by featuring network technicians fortifying and restoring the network and helping communities in need.
Hurricane Harvey results: 744 total media hits, 1.6B impressions.
Coverage Secured
Content Developed
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bentoncgllc@gmail.com