Leading Through Disruption: Communications Preparedness for DMOs

Disruptions—whether civic, environmental, operational or reputational—can surface quickly and create uncertainty. In many destinations, DMOs sit at the intersection of visitors, residents, local businesses, and public sector partners. When unexpected events occur, teams are often asked to respond quickly, sometimes with incomplete information, while also supporting partners who may be receiving questions from media, elected officials, employees, or community members. Communications preparedness helps ensure your organization can respond in a way that is factual, steady, and aligned with your destination’s values, while avoiding unnecessary escalation.

Below are six communications preparedness considerations DMOs can use as a practical checklist to stay aligned internally and ready to respond externally when conditions change. These considerations can serve as a practical framework for internal teams, leadership and community partners.

1. Acknowledge the Situation: 

Let employees and stakeholders know you are aware of what is taking place and express empathy for any increased anxiety they may be experiencing. State that the organization is monitoring the situation and is focused on the safety of staff, stakeholders and the community. Internal communications should be calm and factual. The tone and tenor of your communications should be balanced, non-political and reflect sentiments along these lines: “We recognize that current events may be unsettling for some. The safety and wellbeing of our team, partners and visitors remain our top priority. Please take care of yourself and your family, stay informed through official channels and reach out if you need support. We continue to be focused on serving visitors, providing a great place to work and being good community partners.” 

2. Prioritize Personal Safety and Mental Wellness: 

Encourage reliance on trusted information sources, as misinformation can spread quickly during breaking news situations. Remind employees of existing policies regarding conduct while representing the organization, including the use of branded apparel in public settings. Encourage sound personal judgment and attention to safety. Suggest they speak with supervisors or human resources about any concerns and, if applicable, remind them that employee assistance or mental health resources are available.

3. Remind Employees of Company Policies: 

Employees may choose to express personal views publicly or on social media. You can reiterate your organization’s respect for free expression, alongside reminders about workplace conduct, social media guidelines and the importance of avoiding statements that could reasonably be perceived as speaking on behalf of the company.  

4. Company Operations and Travel: 

Depending on local conditions, organizations may consider temporary adjustments to hours of operation or travel policies. Reviewing security practices and facility access protocols can help limit potential disruptions. If operational changes are made, provide clear, regular updates to employees, partners and other stakeholders. 

5. Communications Activities: 

Situational awareness is key in assessing what types of marketing and communications are essential during challenging moments. Depending on what is taking place, you may decide to continue or to pause scheduled advertising. If you feel compelled to make any public statements, focus on team safety and business continuity.

6. Monitor and Consult:

Pay attention to breaking news, look to business and trade groups—like Destinations International—for potential helpful information, and turn to your experienced reputation managers and crisis communications professionals, who can provide support. 

Even small steps can improve preparedness. Consider identifying a small internal response team, confirming who can approve public statements after hours, maintaining an up-to-date contact list for key partners, and preparing a short “holding statement” that can be quickly tailored to different scenarios.

In moments of disruption, your stakeholders expect a steady hand. A strong communications preparedness plan will help DMOs share timely, accurate information and support partners across their destination ecosystem.