How prepared are you and your internal comms teams for unexpected weather like the winter storm currently sweeping across the US? In this article, we break down why communication often breaks down in unpredictable conditions and share four things to keep in mind so your teams stay informed and supported.

When severe weather strikes, clear and timely communication becomes absolutely critical. Miscommunication during these moments can leave especially frontline teams confused, unprepared, and vulnerable.

Because when the weather is unpredictable, your communication shouldn’t be. 🤝

In this article, we’ll cover:

• Why communication breaks down during severe winter weather
• Real-life examples of how miscommunication can impact frontline teams
• Four practical strategies to improve your snowstorm communication strategy

Why communication often breaks down in a winter snowstorm

Frontline employees often find themselves filling in the gaps when official communication isn’t fast or clear enough. Consider these scenarios:

• “I heard the evening shift is canceled. Do you know if we’re still on for the morning?”

• “My manager texted me that the store’s closing early, but the app still says my shift starts at 2 PM.”

• “My coworker says they’re calling people in for extra shifts, but I haven’t heard anything yet.”

• “The roads are terrible. How are we supposed to get to work safely?”

This isn’t just miscommunication - it’s human nature at work.

• Social proof: People trust peers who “get it” and turn to colleagues for secondhand updates.
• The law of least effort: Why scroll through email when you can ask a coworker for a quick answer?
• Channel complementarity: Employees mix and match communication sources - app notifications, manager texts, group chats - to get the full picture.

These dynamics are natural. The trick is to design your communication strategy to work with them, not against them. And understanding these dynamics is the first step in designing effective snowstorm communication strategies.

6 best practices for winter storm communication (and how an employee app can help)

When a snowstorm, such as the northeast US winter storm, disrupts operations, here’s how to keep frontline teams informed and supported:

#1 Create an easy-access page for key updates

Your employee app menu is a lifeline during a crisis. Design a dedicated page with all essential details in one place:

• Open/closed status
• Road conditions and weather updates
• Contact info for managers or support

This page should be easy to find and frequently updated to minimize confusion and frustration.

#2 Use push notifications for real-time updates

Now’s the time to leverage that alert/push notification feature. Regular updates, as they come in, ensure everyone gets the latest info immediately.

For example:

• “Roads are clear. Morning shift starts as planned.”
• “Store closed. Check the app for rescheduling details.”

A well-timed alert can save employees the hassle of guessing or relying on secondhand information.

#3 Empathy builds trust so prioritize it

During snowstorms or any crisis, your employees are juggling more than just work. They’re managing safety, family, and stress. Recognizing these realities in your communication can make all the difference.

Instead of:

“Failure to show up for your shift will result in disciplinary action.”

Try:

“We know the roads are dangerous. If you can’t make it in safely, let your manager know as soon as possible. Your safety comes first.”

Empathy isn’t just good for morale - it’s good for business. A team that feels supported will go the extra mile when it counts.

#4 Blend clarity with connection

The best communication tools don’t just deliver updates - they create a bridge between official messages and the human connection employees naturally seek. Imagine an employee communications platform where:

• Updates are timely, concise, and easy to find.
• Team leaders amplify official updates with personalized follow-ups.
• Employees feel informed and supported, even in chaotic circumstances.

#5 Simplicity is golden aka keep messages short & actionable

When employees are navigating icy roads or juggling a dozen tasks, they need clear, concise updates. Long messages or buried details? Not helpful. Keep it short and actionable.

Instead of:

“Due to ongoing adverse weather conditions, employees are advised to coordinate with their managers for updates regarding shifts and store operations.”

Go for:

“The store will close early at 4 PM. Check the app for updated shifts or call your manager for details.”

It’s quick. It’s clear. And most importantly, it’s helpful.

#6 Flexibility wins aka sometimes using multiple channels for updates is not that bad

Not all employees are glued to the same channel. While some may check their emails religiously, others depend on an app notification or a quick word from their manager. The key is a multi-touchpoint strategy:

• App notifications for instant updates.
• Email for detailed instructions.
• Direct communication from team leaders for reinforcement.

This redundancy ensures no one is left in the dark, regardless of how they access information.

Winter storms like the one sweeping across the Northeast US aren’t just a test of operational resilience - they’re a test of your communication strategy. When you address not just the “what” but also the “how” and “why” of communication, you’re not just surviving the storm - you’re thriving through it.

Because at the end of the day, what matters most is this: frontline employees need more than updates. They need to feel valued, seen, and trusted to do their jobs well - even when the world is buried in snow.

Got the right tools and strategies in place?

If not, you know where to find us. 😉