Media communications when disaster strikes

Owners whose properties were most affected by Hurricane Sandy kept the media informed even as they prepared their buildings for the momentous storm. Executives from Rockrose Development Corp., Battery Pointe condominium, Cooper Square Realty, Brookfield Properties, Silverstein Properties, and the Port Authority provided interviews and issued statements describing their actions and advising tenants and residents on the best course of action. Justin Elghanayan, president of Rockrose Development, which owns four buildings in Zone A, informed Crain's New York Business how he mobilized plumbers, prepared for power loss, and encouraged tenants to leave. David Kuperberg, CEO of Cooper Square Realty, which has properties in Coney Island, Brighton Beach, and Far Rockaways, said he "beefed up security and shut down elevators," but most residents appeared "to be sticking it out." "We are keeping our residents informed and will hopefully mitigate as much damage as possible," Kuperberg said. Meanwhile in Downtown Manhattan, The Port Authority issued a statement and spokespeople for Brookfield and Silverstein described actions to cease construction and protect buildings. Media relations is essential during disasters of the size and scope of Hurricane Sandy. Just as government leaders need to keep citizens informed, so must landlords and owners be prepared to talk with reporters or use spokespeople, and issue statements that are well thought out and complete. How you communicate with media should be part of any disaster plan and strong consideration should be given to issuing a press release or statement even before reporters reach out to you. Harry Zlokower is the president of Zlokower Co., New York, N.Y.