When Hurricane Helene struck North Carolina in late September 2024, it left devastation unlike anything that I witnessed in my career. The storm’s impact, particularly in the western part of the state, made it one of the deadliest U.S. storms of the 21st century. According to the National Centers for Environmental Information, Helene ranks as the third deadliest hurricane of the modern era, following Hurricanes Maria and Katrina, with more than 200 fatalities, nearly half of those occurring in North Carolina. The World Meteorological Organization later retired the name Helene from the Atlantic list (as well as Beryl and Milton) because of the catastrophic loss and destruction that it caused.
By April 2025, 107 fatalities were confirmed in North Carolina by North Carolina Department of Health and Human Services. The financial toll in the state exceeded $59.6 billion. Tens of thousands of homes were damaged or destroyed, leaving more than 10,000 residents without stable housing months later. The storm devastated approximately 822,000 acres of timberland. Additionally, thousands of miles of roads and hundreds of bridges sustained damage, disrupting access to emergency and essential services.
These statistics illustrate a critical truth: Communication isn’t a luxury in emergency response; it is a lifeline. Public information officers (PIOs) serve as the bridge between tactical operations and public understanding. Within the incident command system, PIOs ensure that lifesaving information is shared accurately, quickly and consistently across agencies, thereby maintaining public trust.
Prior to Helene’s landfall, North Carolina Emergency Management (NCEM) activated its Joint Information Center (JIC) and a team of experienced volunteer PIOs. I was among those who were activated the day before impact. Although I supported statewide operations before, it was immediately clear that this storm would test us in unprecedented ways.
In the days that followed landfall, communication networks were disrupted, misinformation spread rapidly and fear gripped communities. While first responders focused on lifesaving operations, JIC teams worked tirelessly to unite and coordinate messaging, verify information and maintain trust amid uncertainty. However, it quickly became apparent that local PIOs, including many who personally were affected by the disaster, needed relief to continue to effectively serve their communities.
Visuals ground stories in truth
Nine days after impact, following a national cry for help, I deployed to the emergency operations center for Buncombe County as an in-field PIO. My assignment was to document, verify and share the truth from the ground. I and one other digital storyteller spent our days embedded with cadaver dogs and urban search and rescue teams, visiting comfort and FEMA centers, interviewing residents, and distributing food and water with the National Guard. Each night, I edited the photographs and videos that we collected that day and provided them to our JIC’s social media team to share with the public, pairing them with critical information.
As a PIO who specializes in photography, it’s clear to me that authentic visuals counter misinformation. I agree with viewpoints that, in an era that’s dominated by AI-generated images and false narratives, accurate and verified visual communication is essential. Using the town of Apex, NC’s, digital asset management platform (MediaValet), I uploaded high-quality imagery quickly, to allow multiple agencies to access and use verified content.
By the end of my deployment, these visuals were being used by Buncombe County, the National Guard, local news outlets and even the White House. These images became a universal language of recovery, to ground stories in truth, restore credibility and empower communities to trust verified information once again. One year later, the visuals are relied on heavily as high-quality content to showcase their story.
Necessity for every jurisdiction
Visual content isn’t supplemental; it’s strategic. According to AppScreenRecorder, social media posts that include visuals generate 80 percent higher engagement than those that lack visuals. Visuals are far more likely to be shared on social media than text-only posts, and articles that include images receive significantly more views than those that don’t have images. During crises, stress limits cognitive processing, which reduces how much information that the public can retain. Visual content bridges that gap. Never underestimate the power of a single image; in the fog of crisis, it can cut through confusion, restore trust and move people to safety.
The greatest lesson that I learned is that communication often fails first, and it’s the most difficult system to repair. Organizations must prepare long before disaster strikes. Each PIO brings unique expertise to the table, and those strengths should be identified and trained on before the emergency occurs. I support findings that PIO networks (preplanned JICs), specialized training and comprehensive crisis communication plans are critical to preparedness. My advice to departments across the United States is simple: Assign a dedicated PIO, prioritize regular training, identify that person’s strengths and weaknesses, and build lasting relationships that you can lean on in times of need.
The need for well-trained, public safety-oriented communicators to provide accurate information to the public can’t be overstated. Without those individuals and their efforts, misinformation can create devastating consequences. Following Hurricane Helene, North Carolina’s statewide after-action review identified the need for a qualified and dedicated PIO team as a top priority for improvement.
Preparedness is the key to combating misinformation. The NCEM has focused on expanding and professionalizing its PIO network, emphasizing specialized training in crisis communication and coordination to ensure rapid and credible information is delivered.
PIOs play a vital role in every major and even minor incident. Beyond sharing facts, they help to preserve trust, provide clarity and offer hope when communities need it most. A well-trained, well-supported PIO isn’t just an asset but a necessity for every jurisdiction.
