This article hits close to home for me, as Asheville is where I spent over 17 years of my life, and I still have close friends and family there. Several members of our team have also lived in Western North Carolina and surrounding areas, with deep personal connections to the region. As we watched this disaster unfold, it became clear how vital compassionate and effective communication is for businesses navigating such crises.

In times of disaster, businesses and organizations are often placed under intense scrutiny. As communities grapple with the loss of their homes, livelihoods, and, in some cases, even loved ones, emotions are heightened. The public will remember how businesses within those affected communities respond, and the actions they take—or fail to take—can either strengthen or damage their reputation for years to come.

Disasters rarely come with ample warning, leaving businesses and organizations scrambling to respond to both their own operational challenges and the needs of the broader community. The pressure to act swiftly and with compassion is immense, as poor decisions and miscommunication can escalate quickly, particularly in today’s social media-driven world. Even businesses outside disaster-prone areas can become complacent, unprepared for the unexpected. A recent example illustrates just how quickly public perception can turn against a business caught in the chaos of a disaster.

Hurricane Helene and the Asheville Aftermath

On September 28, 2024, Hurricane Helene caused historic and catastrophic flooding in Asheville, North Carolina, dumping more than 17 inches of rain over three days. The French Broad and Swannanoa Rivers swelled to unprecedented levels, leading to widespread flooding and significant destruction across the region.

By October 16, 2024, the devastation was clear: WLOS News confirmed 95 deaths had been reported, more people were still missing, and tens of thousands were struggling to access basic necessities like water or electricity. The Asheville Citizen-Times reported that roughly 90,000 residents remained without running water as of mid-October, further compounding the crisis.

Amidst the devastation, frustration and outrage were mounting, particularly as residents coped with the harsh realities of daily survival. Social media quickly became a platform for the community to voice concerns, and one local business found itself at the center of a PR crisis.

A PR Crisis Amid a Water Crisis

On October 8, 2024, photos emerged on social media showing the Omni Grove Park Inn watering its golf course using sprinklers—a sight that struck a deep nerve in a community desperate for water. Jason Sanford, a local journalist, reported on the images via Ashvegas, and they spread far and wide. For a population struggling with a severe water shortage—residents were unable to flush toilets or bathe—the sight of sprinklers running on a golf course felt like an appalling display of privilege and insensitivity.

The Grove Park Inn responded the same day, stating that the water used for the golf course came from on-site ponds and not the city’s water supply. While the response did help mitigate some of the criticism, many community members continued to be outraged, seeing the use of water for landscaping as tone-deaf and inappropriate in the face of widespread suffering with others stating they would be happy to shower under the golf course sprinklers.

The backlash continued until the Inn issued a more detailed statement via Asheville Watch Dog on October 10, 2024, reiterating they were following all local guidance and clarifying their efforts to help employees and the local community recover. 

Lessons in Communication: What Went Wrong

The Omni Grove Park Inn’s handling of this crisis illustrates how businesses can falter in their disaster response, particularly when they fail to consider community perception. Here are key takeaways from their missteps:

1. Timing is Everything

The Grove Park Inn’s response came too late to manage the rapidly escalating situation. In crisis communication, timing is critical—delays can allow public sentiment to harden, and misinformation to spread. Had the Inn proactively communicated the water source and its community support efforts earlier, they may have been able to manage the narrative more effectively.

2. Empathy Matters

The initial response lacked empathy. Simply stating the water came from on-site sources missed the emotional toll the disaster had taken on the community. In times of crisis, businesses need to demonstrate genuine compassion. Acknowledging the residents' hardships and offering a plan to help would have gone a long way in mitigating the negative reaction.

3. Transparency and Action

The community wanted to know not just that the Inn was following the rules, but what it was doing to help those in need. While the Inn eventually detailed its support for employees and local organizations, the delay in communication led the community to view these actions as reactive rather than proactive.

4. Avoiding Bad Optics

Perception is reality, especially in times of crisis. The sight of sprinklers running in the midst of a water crisis was enough to create a significant PR nightmare. Businesses need to be hyper-aware of how their actions will be perceived by the public, and they should prioritize decisions that reflect sensitivity to the community’s struggles.

Best Practices for Businesses Responding to Disasters

So how should businesses respond in the wake of disasters, when emotions are high and the stakes for reputational damage are even higher? Here are key steps businesses should take to ensure their crisis response is both effective and compassionate:

1. Communicate Early and Often

In times of crisis, silence is your enemy. As soon as a disaster strikes, businesses need to communicate with the public. Even if you don’t have all the answers yet, acknowledge the situation, express empathy, and commit to keeping the community informed as new information becomes available.

2. Show Genuine Empathy

Crisis communication should never be purely transactional. Businesses need to demonstrate they care about the well-being of the community. This means addressing the emotional toll of the disaster, not just the logistical challenges. In a situation like the one in Asheville, a simple acknowledgment of the hardships residents were facing would have gone a long way.

3. Be Transparent About Your Actions

The public wants to know what you’re doing to help, especially if your business is relatively insulated from the direct impact of the disaster. Share the steps you’re taking to support recovery efforts, whether through donations, volunteer work, or other means. Importantly, ensure your actions align with community needs and that you’re genuinely making a difference.

4. Consider the Optics

Before making any decisions, think about how they might be perceived by the community. What seems like a practical choice internally could come across as insensitive from the outside. Take the time to consider the broader impact of your actions and prioritize decisions that align with the community’s values and needs.

Conclusion

Disasters test not only the resilience of a community but also the character of the businesses within it. The way a company responds in the aftermath of a crisis can either strengthen its bond with the community or irreparably damage its reputation. By communicating early, showing empathy, taking meaningful action, and carefully considering how their actions will be perceived, businesses can help their communities recover while protecting their own reputation.

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