As most of you know, our area has been hit hard by back-to-back hurricanes, leaving many of us physically, mentally, and emotionally drained.
Some were fortunate to face only minor damage, while others are coming home to overwhelming losses. From toppled trees to flooded homes and destroyed businesses, it’s been a tough time for everyone. Add in the power outages, internet blackouts, and gas shortages, and well… it’s a lot to process.
Personally, I was lucky enough to escape with minimal damage and my power is already restored. But I’m definitely still feeling the emotional weight of this experience.
If you’re currently wondering how to even begin moving forward, please know you’re not alone.
Some of you might be ready to dive back into work and regain a sense of normalcy as soon as possible. Others might still feel overwhelmed, unsure of what to do next. Both experiences are completely valid — there’s no right or wrong way to approach this recovery.
In my attempt to find my footing, I’ve chatted with some experts and I wanted to share some advice. Let’s go through this one step at a time.
Take care of immediate needs first
Safety and basic needs are always the first priority. It’s hard to think about business when power is out, there’s no water, and you’re still cleaning debris from your yard. If that’s where you are right now, give yourself grace — focus on what’s most important, and let everything else wait.
Start with critical tasks:
- Document any damage to your business or property with photos and notes.
- Begin filing insurance claims as soon as you can.
- Make sure you have access to essential supplies, water, and backup power if needed.
This isn’t the time to rush. It’s okay if your only goal today is to catch your breath and rest.
Regroup and set short-term priorities
Once you’ve taken care of immediate needs, the next step is to regroup and set some short-term priorities. It’s normal to feel overwhelmed by everything swirling around in your head, so start by writing everything down. Then, look through the list and choose one or two that feel the most manageable and start there.
For example, if reopening your business fully isn’t realistic yet, maybe start by reaching out to customers with a quick update on your status.
Keep in mind that recovery is rarely linear, so it’s okay if things shift as you move forward. Flexibility is key — there are still a lot of variables out there, so there’s a good chance things might not go exactly as planned. Just do your best to take things in stride.
Reconnect with customers and partners (When you’re ready)
It can feel strange thinking about marketing when so many people are still in recovery mode, but staying in touch with your customers and partners doesn’t have to feel pushy. You don’t need to jump back in with a big campaign — just small, thoughtful updates to remind people you’re here.
- Keep it simple and authentic:
- Even if things feel uncertain, a quick message like, “We’re still assessing the situation but wanted to keep you in the loop” helps maintain connections.
- When you feel ready, send a soft update to let people know you’re back: “We’re open and ready to serve — thank you for your patience as we find our footing.”
- If it aligns with your brand, consider messaging like, “We’re here to support each other through this.”
- Even if things feel uncertain, a quick message like, “We’re still assessing the situation but wanted to keep you in the loop” helps maintain connections.
It’s important to meet people where they are — both emotionally and practically. Some customers might be ready to jump back into their usual routines, while others may need more time. Either way, staying visible without putting pressure on anyone helps keep your relationships intact.
Give back (If It feels right)
Many business owners feel a deep urge to give back after a disaster, but it can be tricky to balance that with the need to generate revenue. The good news is, you can find meaningful ways to support recovery efforts while staying true to your business values.
Collaborate with local charities or recovery funds: You might donate a portion of your sales or partner with other businesses to host a community event.
If you’re comfortable, offer free services or discounts to those impacted—just be clear about what you can and can’t offer so it doesn’t add more stress.
Keep it authentic: The key to giving back without it feeling “slimy” is to make sure it aligns with your business’s values. When your actions come from a place of care, it will resonate with your customers. It’s not about marketing—it’s about showing up for your community.
Even small efforts, like sharing local recovery resources or volunteering, make a difference. And if giving back feels too overwhelming right now, that’s okay too.
Take care of yourself and your team
It’s easy to push yourself too hard in the name of “getting back to normal,” but burnout won’t serve anyone. Taking care of yourself—and your team, if you have one—is just as important as taking care of your business.
- Check in with yourself regularly: Are you running on empty? If so, it’s okay to slow down and set boundaries around your time. A little self-care now will help you show up more effectively in the long run.
- Support your team with flexibility: If you have employees or contractors, offer them grace and flexibility during this time. They’re likely going through their own recovery too, and small gestures — like adjusting schedules or offering time off— can make a big difference.
Recovery isn’t a sprint, and it’s okay to take breaks when you need them. You don’t have to do everything all at once—taking things one step at a time is still progress.
Find your flow and take things day by day
Some days will feel productive, and others might feel like you’re just treading water—and both are okay. Recovery is not about racing back to where you were, but about finding a sustainable flow that works for you right now.
Give yourself permission to change course: What worked before might not feel right now, and that’s normal. You might discover new priorities, approaches, or routines along the way. Be open to those shifts—they could guide you toward a better way forward.
Recognize progress, even when it’s small: Progress isn’t always visible at first. Simply reaching out to one customer, cleaning up one section of your workspace, or putting a plan on paper counts as moving forward.
Keep things simple: Focus on what feels manageable today. It’s okay if your to-do list is smaller than usual or if you need more breaks than before. What matters is that you’re showing up, even in small ways.
Ready to jump back in? Move forward with sensitivity
If your business was lucky enough to avoid serious damage and you’re feeling ready to dive back in, that’s great. It’s okay to focus on moving forward — in fact, doing so can help restore some sense of normalcy for you and your customers. The key is doing it in a way that’s thoughtful and mindful of others who may still be struggling.
- Start by reading the room: Take a moment to assess where your customers and partners are emotionally and logistically. If many are still in recovery, your tone should reflect that. It’s okay to acknowledge that while your doors are open, you understand that not everyone is ready to jump back into their regular routines just yet.
For example, you might try a message that says something like: “We’re fully open and ready when you are! We know everyone is recovering at their own pace, and we’re here to support you however we can.“ - Lead with empathy: Instead of jumping straight into promotional marketing, frame your messaging around being there for the community. Let people know that you’re ready to help them when the time is right.
This messaging might sound like: “Our thoughts are with those still recovering. If you need anything —whether that’s a service or just some support —don’t hesitate to reach out. We’re here.“
Finding the right moment to “go all in” again
Knowing when to fully shift gears back into “business as usual” can be tricky, especially when some people are still struggling. Here are a few signs that it might be the right time:
Customer engagement picks up: If you notice more people are interacting with your emails, social posts, or visiting your store, it’s likely a sign that they’re ready to re-engage.
Community events are returning: If other businesses or local organizations start hosting events, it might signal that your audience is ready for a sense of normalcy again.
The mood shifts toward rebuilding: As more people get back to work or start talking about moving forward, it’s usually a good time to lean into more active business efforts.
When you do make that shift, it’s okay to acknowledge that not everyone is on the same timeline. Consider including a simple note in your messaging like, “We’re excited to move forward and welcome you back, but we also understand that everyone is in a different place. Take the time you need—we’ll be here when you’re ready.”
Moving forward together
Whether you’re ready to dive in or still finding your way—it’s okay to move at your own pace. There’s no perfect roadmap, but every step forward matters, no matter how small.
If there’s anything you need along the way— a resource, a connection, or just someone to talk things through, please don’t hesitate to reach out. We’re all in this together, and we’ll get through it, one step at a time.
