Developing Ads for Disasters

If your community has experienced a mass evacuation to other areas, television and the Internet may be your best advertising media because out-of-town evacuees can now monitor both their hometown websites and hometown television news programs via the Internet.

On the other hand, neither television nor the Internet are available to thousands of evacuees who have no electricity when they return home. Only those with wireless systems or battery-powered radios and TVs can monitor the news.

That means newspapers and radio are probably your best ad bets when large numbers of residences and businesses remain without power—assuming the newspaper and radio stations have electricity and sufficient manpower to operate.

You May Have to Reach Employees

Disasters may force you to advertise beyond your normal audience. In addition to customers and prospects you may now have to reach employees and suppliers, some of whom may have evacuated to other communities. Or you may want to reach out to your total community, especially if your business impacts the environment, local economy or a crucial supply source.

Your message may be anyone of these:

• Your business is still closed or open again, perhaps with different hours.
• Special offers or assistance for your customers
• Condolences and understanding to the community.
• Thanks and praise for police, firemen, National Guard and other first responders.
• Praise for your employees and/or instructions on getting their pay, assistance or getting back to work.

The Best After Katrina and Gustav

The best ads we saw after Katrina and Gustav were simple, accurate, sincere and fast. There's no need to be clever or extravagant. It's no time to boast.

It's a good idea to have written emergency advertising plans, stored in a safe place, prior to a disaster.

Advertising During Disasters

Football and Hurricanes