On February 13, 2025, Scott Brooks and Travis Brickey of the Tennessee Valley Authority (TVA), along with Mark Nagi of the Tennessee Department of Transportation (TDOT), joined the PRSA Volunteer Chapter to share their invaluable experiences managing crisis communications during Hurricane Helene. Their insights underscored the importance of timely, transparent, and strategic communication in the face of a natural disaster.
In late September, Hurricane Helene stalled over the Appalachian Mountains, weakening into a tropical storm yet leaving behind catastrophic consequences. Historic flooding ravaged communities, resulting in loss of life, destruction of infrastructure, and widespread disruptions to electricity, water supplies, and transportation networks. In the wake of this unprecedented disaster, the need for accurate, real-time information became more crucial than ever.
Scott Brooks, Senior Media Relations Specialist for TVA, opened the discussion by highlighting the meticulous preparation leading up to the storm’s arrival. He detailed the extensive behind-the-scenes efforts to ensure the public and media had access to timely updates. “From the social perspective, we want to be very out front,” added Travis Brickey, TVA’s Manager of Social Media Communications. Their goal was clear: keep the public informed and reassured through proactive communication.
As Hurricane Helene intensified and its impact became more severe, the challenge of managing both the disaster itself and the flow of information became even more complex. The spread of misinformation, fear, and uncertainty on social media made it imperative for TVA and TDOT to take control of the narrative and provide verified, up-to-the-minute updates.
In response to the rapidly evolving crisis, the TVA communications team took to TVA’s social media channels, posting frequent video updates on water levels, damage assessments, and the organization’s response efforts. This approach aimed to combat misinformation and provide clarity amid chaos.
Similarly, Mark Nagi, Regional Communications Officer for TDOT, leveraged visual storytelling to keep the public informed. He captured and shared real-time photos and videos of the storm’s aftermath, offering a transparent look at road conditions, structural damage, and emergency response efforts. Additionally, TDOT crews were encouraged to document conditions whenever possible, reinforcing the agency’s commitment to keeping the public updated.
The use of visual content proved to be a game-changer. Frequent visuals were invaluable in ensuring people had accurate information. Seeing the reality of the situation firsthand helped dispel rumors and provided reassurance to affected communities.
Reflecting on the scale of the devastation, Nagi remarked, “What we saw with Hurricane Helene wasn’t a generational event – it was a multigenerational event.” The magnitude of the storm’s impact continues to resonate, with both TVA and TDOT still receiving weekly media inquiries about the event.
The lessons learned from Hurricane Helene serve as a powerful reminder that in times of crisis, effective communication is critical. Transparency, preparation, and the strategic use of social media can make all the difference in ensuring public safety and trust during a disaster.