Like many of us, I had high hopes for this week. As the first week of the year when teams were back at work, everything was mapped out to get a solid jump start on 2025.
Denmark Street Marketing is also approaching our five-year anniversary, so I was working on what to post on LinkedIn to celebrate and highlight what I’ve learned along that journey.
Then the wildfires hit Los Angeles.
Making it about “me” didn’t seem to matter anymore. It became obvious that plans had to shift to the new reality. But what should that reality be?
Throughout the week, I’ve still been getting cold outreach emails, texts, and calls from people oblivious to what is going on. Business can’t stop, but sometimes I wish it could just pause, show a little empathy, and think.
So what can we do about this?
Natural disasters remind us we must balance work with a more human element. I learned this from my good friend Penny at Fandango back in the day when she was the first person I knew to mention suppressing email campaigns to natural disaster areas. Others post to social media with messages that are genuine and without corporate platitudes.
In times of crisis, it’s important to be aware of what’s happening nationally and globally.
Ask yourself and your team questions that guide the most appropriate action for the new reality of the moment:
- How are clients and colleagues affected personally? What support do they need?
- Which projects or tasks are critical, and which can be postponed?
- What campaigns need to be paused or modified for impacted areas?
- What resources or flexibility can we offer to help those impacted by the disaster?
- What tools are available for reliable information?
- Are there opportunities to contribute to the broader community?
- How can we communicate changes to our clients and stakeholders?
- What can be posted or shared that’s authentic and not self-serving?
Time for Empathy. Time for Action – what can you do to make a difference?
Check In: Before diving into deadlines and deliverables, ask your team members how they’re doing. A simple, genuine check-in can go a long way in showing support.
Provide Flexibility: Offer the option to adjust deadlines, shift schedules, or take leave. Flexibility can alleviate pressure and demonstrate that people’s well-being comes first.
Be Proactive: Roll up your sleeves and be there. Share resources for mental health support, evacuation assistance, and other relevant services. Let your team know you’re there to help.
Prioritize Ruthlessly: Determine which tasks are truly essential and which can wait. This clarity helps teams focus on what matters most without feeling overwhelmed.
Redistribute Workloads: If some team members are directly impacted and unable to work, consider redistributing tasks among others to maintain momentum. Whilst doing this, be mindful of the human reactions and adjust - outputs may be reduced for those still carrying the load.
Communicate Transparently: Keep clients, partners, and stakeholders informed about any adjustments to timelines or deliverables. Transparency fosters understanding and trust.
To everyone in Los Angeles and other affected areas, our thoughts are with you. We are grateful to the firefighters and first responders working tirelessly to protect us. And thanks to all those providing help and support to the communities. Stay safe out there.
P.S. Resources you may find useful
- Download app.watchduty.org to get information about what’s happening
- Prepare an emergency bag and check out the supply kit checklists at Ready.org
- Check out LAist’s resources guide on how to help and evacuation center info
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