Disaster planning

Arkansas Business, March 26, 2007 by Ford Overton

I KNOW THE EFFECTS DISASTER can have on not just a business, but on an entire region. My staff and I at West Tree Service spent weeks working on vegetation removal and electrical line clearing service not once, but twice during the aftermath of hurricanes Katrina and Rita. The pictures on television couldn't come close to conveying the vast destruction, nor the pain of loss suffered on many levels, as a result of storms that displaced thousands and destroyed the livelihood of too many people. More recent and closer to home, the people of Dumas find hundreds unemployed and many without homes as a result of devastating tornadoes.

Recent surveys show 30 percent of businesses close their doors after a disaster such as these, with a substantial number experiencing the demise of their business within a year or two. Your American Red Cross wants you to be educated and trained to prevent, prepare for and respond to disasters that could affect your business, your employees and the community at large.

We need look no further than the bombings of the Alfred P. Murrah Federal Building in Oklahoma City or the attack on the World Trade Center to realize times have changed; disasters have expanded in scope for all of us, from weather-related events to more sophisticated acts of terrorism creating widespread destruction of property and people.

Natural disasters can occur anytime, anywhere and, in more instances than not, without warning. Arkansas' place in Tornado Alley, flash floods that have occurred in every county in the state and ice storms that put a freeze on doing business for several days at a time should give business owners pause to contemplate the effect any of these events could have on their operation. There is real concern that an eruption of the New Madrid Fault in eastern Arkansas could have repercussions on all regions of Arkansas. A health epidemic, such as avian flu, could render your employees unable to work for extended periods of time. Is your business prepared?

Serious evaluation of what disasters could hinder or end your business is crucial. The American Red Cross recommends businesses take the following action:

* Make a plan. Discuss, not just with your management team but with the entire staff or representatives, what disasters or emergencies should be anticipated for your industry and location. Take action to mitigate the effects of a potential disaster no matter how removed the idea of occurrence is. The babbling creek next to your business could be a year away from the 200-year flood that sends six feet of water into your location. Can your building survive an earthquake? Is retrofitting an option or what considerations need to be made for a new location?

* Identify your risk. Can you afford to be shut down for a week; a month or longer? What happens to your staff during a period of no operation? Can you relocate your business and begin operations immediately? Do you have data sufficiently backed up and in a safe place, easily accessible in the event of an evacuation or quarantine?

* Get trained. Go beyond basic fire drills. Are employees trained in first aid and CPR? Do you have an automated external difibulator on site? Is your staff trained to be aware of unusual or threatening events whether natural or manmade?

* Stay informed. Have you identified company spokespersons and methods to inform employees and clients on the status of your operation? Would you know how to reach your staff in the event of an emergency? What about their families? In the event of loss or major reduction of staff due to a disaster, are employees cross-trained to get you through the transition?

Your American Red Cross implores you to plan, prevent and respond to the unexpected. Your success depends on it.

Ford Overton is chief executive officer of West Tree Service of Little Rock and chairman of the board of the American Red Cross of Greater Arkansas. E-mail him at foverton@westtree.com. To learn more on preparing your business for emergencies, contact Ignacio Cabrera at cabrerai@arkansasredcross.org