The Flood Was Fast. The Messaging Was Slower.

From delayed alerts to unanswered questions. What the media got right, what leaders got wrong, and why communication still matters.

“What’s going on?” I asked.
“We’re in trouble,” he said. “Big trouble.”

Those lines have stayed with me.

It opens Texas Monthly’s devastating article about the floods in Texas Hill Country, written by senior editor Aaron Parsley. The piece is harrowing. Not just because it describes a catastrophic event, but because it captures the slow-motion horror of a moment when decisions had to be made.

Parsley isn’t a disaster reporter. He usually covers arts, entertainment, and culture. But this flood wasn’t an assignment. It was personal.

Parsely was staying at his parents’ river house with his husband, Patrick, and his sister, Alissa, her husband, and her two young kids, Rosemary and Clay. When the water rushed into the house, which was built above a flood high mark, the family was caught.

When you read about his sister clinging to a tree with only one child in her arms — ugh, it’s a lot. I’m telling you, this is a must-read article.

But as you can imagine, it isn’t an easy read.

Really, if you get right down to it, none of the Texas flood coverage is easy to consume. I’ve had a perpetual lump in my throat since I saw the video footage of the flashlights in the cabin that was floating down the Guadalupe River.

This firsthand account from a Texas Monthly senior editor is exactly the type of coverage that's needed during a disaster. It tells an important story without spin. It’s easier to glean important emergency management and, frankly, lifesaving lessons from one person’s tragic account rather than trudge through bloated key messages from officials who are worried about saying the wrong thing.

A Warning Was Issued. Then the Waiting Began.

Before the floodwaters could fully recede, scrutiny began. In this week’s podcast, I outline the media relations and messaging challenges for local, state, and federal officials.

What worked, and what was so off-kilter I couldn’t believe I was watching it.