Communicating in a Crisis: Keeping People and Property Safe During a Self-Storage Emergency

Though self-storage facilities offer a haven for people’s belongings, they aren’t immune to crises. When the walls come crashing down—literally or figuratively—due to a natural disaster, car crash, security breach or some other catastrophe, it’s important that you’re able to protect your employees, tenants, property and business reputation. A lot of this boils down to effective communication.

Over the course of several decades working with customers, risk managers and frontline field operators in the wake of disasters ranging from floods to snowstorms, I've learned that preparedness is everything. A robust communications plan is the life raft in this equation, keeping everyone afloat in choppy waters. Let’s explore how to create one so your self-storage company is ready before a calamity occurs.

Preliminary Steps to Take Now

The following critical steps should be taken now. Don’t wait until an incident occurs!

Designate a crisis-communication team. It must be led by a level-headed, articulate spokesperson who will oversee all aspects of the plan and guide other members. It’s also important to include people with expertise in self-storage operation and public relations, so they can brainstorm potential scenarios, draft messages and navigate the storm as a collective unit. Clearly define everyone’s roles, so they understand their unique responsibilities.

Establish a series of action plans. The aim is to anticipate all potential disaster situations you might face as part of your self-storage operation, including but not limited to fire, flood, tornado, hurricane, earthquake, power outage, security breach, act of violence, pest infestation and theft. The goal is to answer the following questions:

Your crisis-communication team must be well-trained in all elements of the plan and follow it closely. Leave no question unanswered, no detail unaddressed. Your team should also understand when and how often to convene. For example, if you’re dealing with a hurricane, they should likely ramp up their communication activity as conditions shift from watch to warning to landfall.

Create a toolkit. Create a comprehensive communication toolkit containing contact information for key stakeholders such as company leadership, first responders, local authorities, media outlets, insurance providers, business partners, vendors and, of course, your valued customers. Include prewritten and customizable templates for emergency emails, website updates, press releases and social media posts.

When disaster strikes, immediate contact with emergency services can be paramount. Your strategy should ensure seamless communication with first responders, providing essential information and updates to facilitate their work.

Crafting Your Messages

When writing any crisis-related message, think about your audience. Are you addressing your self-storage tenants or employees? Local authorities or business partners? Your tone and the level of information you provide may differ with each. But in all cases, clear and concise communication is crucial. Consistency and transparency are key to building trust and mitigating panic. Your messaging should convey:

During a crisis, every word carries weight. Be mindful of what you say or write, and avoid these communication pitfalls:

Finally, be cautious when dealing with the media, which can be both friend and foe. You want to avoid speculation and stick to the facts. To ensure consistency and minimize confusion, designate a single spokesperson from your self-storage staff to communicate on behalf of the facility. Make sure everyone on your team knows to whom media inquiries should be directed and how others within the organization should respond if contacted by reporters.

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Once the immediate crisis subsides, it's time to assess the damage and chart a course for improvement. Conduct a thorough debriefing with your communications team and key stakeholders, so everyone is clear regarding next steps. This might include assessing the safety of the self-storage facility for returning customers and employees, notifying insurers, addressing repairs and claims, etc. Discuss what went well and what could’ve been done better. Use this valuable feedback to update and strengthen your plan, so you’re better prepared for the next crisis (there might always be one).

Regularly review and update your crisis-communications plan. Don't let it gather dust. Adapt it to evolving threats and technological advancements. I can’t stress strongly enough the need to conduct periodic drills. Simulate emergencies and test your plan in action. This will identify any kinks and ensure seamless communication when the real thing hits.

Finally, invest in communication tools as needed. Make sure your self-storage customers opt into text messaging and email, and constantly confirm their contact information. A well-crafted and frequently practiced plan can make all the difference between keeping employees, assets and customers safe and in place or losing one or more when disaster strikes.

Michael Baillargeon is chief operating officer for Hearthfire Holdings, a private-equity firm that specializes in acquiring and operating self-storage facilities. He has more than two decades of industry leadership experience, with wide-ranging responsibilities that have included operational management as well as third-party asset management. For more information, call 267.225.4373 or email [email protected].