A New Standard for Crisis Communications
When severe weather strikes, utilities are judged not only by how quickly they restore power, but also by how clearly they communicate.
Alabama Power has raised the bar with its Life of the Storm Playbook, a comprehensive communications guide that unites customer service, operations, public relations, digital channels, and field teams under one coordinated framework. Housed in the CURI Resilience Research Center, this case study offers a replicable model for utilities seeking to modernize their storm response strategies.
Before the playbook, Alabama Power’s messaging was fragmented and reactive. Teams operated in silos, relying on ad hoc updates and last-minute decisions. The playbook changed that by defining roles, escalation paths, and timing protocols—ensuring everyone works from the same script in real time.
Two tailored versions—one for system managers and one for frontline staff—keep communications aligned across the organization.
Alabama Power’s multi-channel strategy includes:
- Outage maps
- External websites
- Social media
- Mobile app alerts
- Call center voice messaging
The playbook has reshaped internal coordination and formalized roles like Estimated Time of Restoration (ETR) monitors. It’s also sparked collaboration across Southern Company utilities, creating a culture of shared learning and continuous improvement.
Looking ahead, Alabama Power is exploring AI-assisted messaging to further streamline communications using live outage data.
The playbook wasn’t built overnight. It grew from real storm experiences and a commitment to getting better. Alabama Power’s advice to other utilities? Don’t wait for perfection. Start with what you have, align your teams, and treat your playbook as a living document.
Subscribers can read the full case study in the CURI Resilience Research Center.
Learn more about the Outage Communications Council by contacting Tim Herrick.
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- Tampa Electric Earns Bronze for Outage Communication Breakthroughs Ahead of Hurricane Season
- Customer Experience Metrics Soar Following PG&E’s End-To-End Outage Notification Process Redesign
- SDG&E’s Efforts in Mitigating PSPS Events and Enhancing Customer Communication Earn Dual Best Practices Awards
