How CenterPoint Energy Can Improve Transparency and Trust in Houston’s Hurricane Recovery
As Houston faces another challenging aftermath of a hurricane, over 2m residents are left without power amidst sweltering heat. The frustration among the affected is palpable. However, what exacerbates this frustration is the perceived need for more transparent communication from CenterPoint Energy. During a recent interview, their Director of Communications could not provide critical information regarding the number of repair crews, their staging locations,etc. Look, I do not doubt that Centerpoint workers are doing their hardest to get the city back.
However, the main problem isn’t just this instance but a continuous issue every time we experience a disaster. Unfortunately, once everything returns to normal, people forget and move on until the next crisis. Do you think this is CenterPoint’s actual Communications & PR Strategy? Let it die over time?
Hot Take – It’s not that bad of a strategy. In times of crisis, emotions are high and sometimes you need things to settle, however I still feels there are a couple holes and things that we can learn from.
1. Lack of Transparency: In times of crisis, when representatives fail to provide clear and precise information, it breeds distrust and frustration. Customers need to know what is being done to address the problem, and vague responses only fuel anxiety and resentment.
2. Perceived Inefficiency: #1 leaves to perceived inefficiency, it creates an image of disorganization and inefficiency. Making the hardworking people look bad and take blame at the field level.
Suggestions for Better PR & Communication
1. Proactive Communication: Establish a proactive communication strategy that anticipates the public’s concerns. Crisis is coming, and letting people know ahead of time what to expect is key.
2. Provide Detailed Information: Be prepared to answer specific questions with detailed information. Know the numbers, the locations, and the timelines. Transparency about what is being done, the challenges faced, and the expected timelines can help manage expectations and reduce frustration. Gaining the community’s empathy for your workers is crucial.
By implementing these best practices, CenterPoint Energy, and other companies alike, can enhance their crisis communication, build trust, and demonstrate their commitment to the communities they serve. Effective communication is not just about managing information; it’s about building relationships and showing that you care, especially when it matters the most.
1 Brand Story 