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During severe winter weather events, the public has an undying need for information — when will their roads be plowed, will schools shut down, is more snow expected? Providing them with constant updates is essential to set clear expectations about your locality’s snow removal capabilities during a given storm.

The PIO should work closely with the municipal snow removal agency for constant updates and estimations on the status of snow removal. Use these tips to manage expectations among constituents and to effectively communicate your snow removal status.

Manage media interviews with local snow removal agencies.

• The media will likely want to talk to the person directing snow removal efforts. Make an effort to accommodate media requests, but don’t be afraid to say “no.”
• If media requests begin inundating your municipal snow removal agency and get in the way of operations, advise the agency leader to just give one or two interviews to demonstrate progress and let constituents know the situation is under control.

Be prepared to answer questions about school closings.

• If schools are open, local media will likely ask why road conditions aren’t better; if schools are closed, expect inquiries as to when roads will be clear enough for schools to reopen.

If the media asks, don’t commit to a timeline for when roads will be cleared.

• Local media will likely ask you specifically when roads will be cleared; give yourself leeway and provide an estimated range, or don’t commit to a timeline at all. You never know what can happen, so it’s important not to set deadlines your locality’s snow removal agency can’t meet.
• Coordinate with the local snow removal agency prior to any interviews to have an accurate answer.

Have an idea of what the storm will cost.

• Avoid speculating on cost while the event is underway, but be knowledgeable of your snow removal agency’s budget for snow removal and where they are year-to-date if the question does come up.
• If asked to speculate on storm costs, give a general answer, such as the agency will be over or under budget.

Use social media for constant updates on snow removal status.

• Be honest about snow removal estimations and keep the community updated to manage expectations. It’s better to send a message out at the start saying, “Roads won’t be cleared in 24 hours,” than to set false expectations.
• Tweets and Facebook posts are effective ways to send out updates on cleared roads, where snow plows are headed next and other status information.

Have a plan for communicating road closures and travel advisories.

• Use multiple methods of communication, like message boards placed along road, local media and radio, to send out information on road closures and travel advisories.
• When heavy snow is predicted, issue road closures as soon as possible.