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What To Do When Things Spin Out Of Control

WOW, it has been a week to remember here in Texas.

A blast of arctic air made its way this far south, bringing with it record low temperatures and up to 10 inches of snow in some places.

The result was a power grid that bit the dust, forcing millions of people into the dark and frigid cold – some for hours and others for days. Combined with boil water alerts, bursting pipes and frozen pools (including mine below), few have been left untouched by this winter storm.

Frozen pool in Texas during winter storm

The good news is temperatures will rise above freezing this weekend, melting the snow and restoring power to all. According to the forecast, it will be 70 degrees in Dallas next Wednesday!

However, the memory of this storm will not disappear as quickly. Beyond the angst and repair bills, there are lessons to be remembered that can also be applied to your business in a year still full of uncertainty.

WHAT TO DO WHEN THINGS SPIN OUT OF CONTROL:

🔶 Be Prepared
Borrowing the Boy Scott motto, it’s critical to look ahead to foresee potential problems – and opportunities. The people who had stocked up on firewood, water and non-perishable food were in a much better position to weather the storm.

Do you have a crisis plan in place if your business has to be shut down unexpectedly?  What marketing tools will you need to survive?

🔶 Communicate Consistently
Attempts to reach electricity providers were met with busy phone lines and an unresponsive website. News reports delivered information that quickly proved to be inaccurate. Not knowing what was happening and not being able to get answers added fuel to the fire (pun intended), causing public outrage.

How will you reach your customers in a crisis? How will they be able to reach you?

🔶 Help Thy Neighbor
It has been inspiring to watch people helping not only their friends and family, but also strangers by donating food, water and firewood; opening their homes for a hot shower or cup of coffee; and helping to clean up damage caused by the storm.

What products or services can you provide to help others? Is there a non-profit organization in your community you can partner with in a crisis?

Texas has some work to do in the aftermath of Winter Storm Uri, but taking care of each other is our first priority.

How will you take care of your customers, employees and communities when it counts?

"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."

Robyn Bonaquist,
President, B-Squared Advertising

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Senior Vice President of Sales & Marketing, Benchmark Hospitality

"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."

Anita Cutrer,
Partner, Hoppes and Cutrer LLC

"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"

John Schock,
co-founder and event organizer, Showcase in the Square

"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"

Carita Weaver,
Co-Founder, i5 web works

"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."

Michael Burns,
Co-Founder, i5 web works

"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."

Wes McDaniel,
CEO, Ideal Impact, Inc.

"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"

Casey Hege,
Vice President, Box Insurance Agency

"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."

Mike Tesoriero,
Publisher and Editor, Southlake Style and N.E.T. Business Resource magazines

"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"

Mark Jones,
President, First Financial Bank Southlake Region

"My company has worked with Tracy on numerous occasions providing public relations services to clients of ours. I have always found her to be professional, an excellent writer and overall, just very good at what she does."

Robyn Bonaquist,
President, B-Squared Advertising

"Speaking from professional experience, anyone would be well served enlisting WordPlay in their communication strategy."

Ted Davis,
Senior Vice President of Sales & Marketing, Benchmark Hospitality

"I highly recommend Tracy Southers-Parker. She is a brilliant writer and has been a great help in improving our sales and customer calls. She is extremely responsive and I have been consistently getting great customer service from her and her team."

Anita Cutrer,
Partner, Hoppes and Cutrer LLC

"I would HIGHLY RECOMMEND Tracy Southers from WordPlay to help with your marketing. Tracy simply "gets it done!"

John Schock,
co-founder and event organizer, Showcase in the Square

"One of my favorite public relations people - we appreciate you so much Tracy Southers! If your company is in need of public relations, use Tracy! She's the best!"

Carita Weaver,
Co-Founder, i5 web works

"Tracy has always provided sound advice and guidance to us and our clients. Her work with us and our client is professional and on time. Her follow-up and focus ensured the work will be well written and give exactly the impression we want for our business."

Michael Burns,
Co-Founder, i5 web works

"I have worked with many public relations professionals throughout the US and Europe. Tracy is by far the best! She will help take your company to new levels."

Wes McDaniel,
CEO, Ideal Impact, Inc.

"Tracy helped Box Insurance launch a brand new service offering and walked alongside us to get the message out clearly and succinctly! To describe her as thorough does not do Tracy justice and her attention to detail is second to none!"

Casey Hege,
Vice President, Box Insurance Agency

"I've worked with Tracy for several years and have always found her copywriting to be top notch. She's professional in every aspect, easy to work with, and consistently meets deadlines with a polished product that is ready to print."

Mike Tesoriero,
Publisher and Editor, Southlake Style and N.E.T. Business Resource magazines

"Tracy is very good at her job and has helped the bank tremendously on a regular basis!"

Mark Jones,
President, First Financial Bank Southlake Region