Like so many of you, my heart is with the people of Texas this week.
In the wake of this most recent tragedy—one that has shaken families, first responders, entire communities, and the public safety professionals who must carry its weight—there’s a national pause. A breath held. A sense of sorrow, solidarity, and reflection.

As public information officers (PIOs), we grieve, too. We offer empathy, respect, and space.
But we also know something else: tragedies are a powerful, if painful, reminder of why preparedness matters.

A Delicate Balance: Empathy and Action

In the aftermath of a crisis—especially one as devastating as what Texas is experiencing—it can feel uncomfortable or even inappropriate to begin talking about readiness, planning, or what other communities should be doing. Some may worry it seems opportunistic.

But the truth is, this is exactly when people are paying attention.

This is when leaders, agency staff, school districts, and city governments are asking:

“What would we do if that happened here?”

As PIOs, our job isn’t to exploit tragedy. It’s to acknowledge it, honor the lives impacted, and then use that moment to help others prepare.

Why Post-Tragedy Messaging Matters

After a major incident:

• Media coverage is widespread.
• The public’s attention is focused.
• Elected officials are looking for solutions.
• Stakeholders are more likely to fund, support, or request training and planning initiatives.

In short: windows of awareness and willingness open—and they are often brief.

By offering preparedness messaging in this moment—not in spite of the tragedy but because of it—PIOs have a chance to turn emotion into action.

What This Looks Like in Practice

Let’s say a mass casualty event occurs in another part of the country. Your community is safe, but shaken. People are watching the news. Schools are fielding questions. Businesses are wondering about their own plans.

A proactive PIO can help steer that fear into something constructive.

Examples:

• A school district PIO might share: “In light of recent national events, we want to reassure our families that we regularly review our emergency protocols and practice safety drills with staff and students. We’re committed to doing everything we can to keep our community safe.”
• A city government PIO might post: “Our hearts are with the victims and families in Texas. In our city, we continue to work closely with first responders and partners to review our emergency preparedness and crisis response plans.”
• A public safety PIO might issue a brief: “As we reflect on recent events, now is a good time to check your family’s emergency plan. Make sure your family has updated contacts and knows what to do in a disaster.”

These messages do not use the tragedy as a headline.
They use empathy and connection as a bridge to awareness and readiness.

A Message to PIOs: This Is Part of Your Mission

You didn’t become a communicator just to share good news or manage planned events.
You became a PIO to inform, protect, and serve—sometimes under the most difficult circumstances.

When tragedy happens elsewhere, it becomes part of your job to:

• Validate the emotions your community may be feeling
• Reassure them with facts and your agency’s preparedness efforts
• Use the moment to promote training, awareness, and public readiness

Preparedness isn’t fearmongering. It’s public service.

An Empathetic and Strategic Approach

The goal is not to capitalize on suffering. The goal is to connect the dots for people who are overwhelmed by headlines and don’t know what to do next.

PIOs can help by:

• Framing preparedness as an act of care, not anxiety
• Offering concrete, doable next steps (like updating a plan or signing up for alerts)
• Reminding the public that while we can’t prevent every tragedy, we can prepare for what’s possible

Final Thought: Let Grief Inspire Readiness

To my family, friends and colleagues in Texas: we are with you.
I honor your loss, your pain and the work you’re doing in the aftermath.

To every PIO reading this: don’t be afraid to speak up after a tragedy.
Your voice matters. Your guidance matters. Your ability to connect moments of sorrow to messages of strength and resilience could be the reason your community is better prepared tomorrow.

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📣 Want help crafting sensitive, strategic messaging following national tragedies or local crises?
PDR Strategies offers trusted guidance for public information officers and government communicators.
Visit PDRStrategies.com to explore training, templates, and message development support.