NOAA’s updated outlook predicts a 75% chance of a below-normal 2026 Atlantic hurricane season. But for Florida businesses, a quieter forecast does not mean the risk—or opportunity to inform—disappears.

Companies are entering the peak months of hurricane season as communities continue to evaluate disaster preparedness, infrastructure resilience and available resources. Even with a lower seasonal forecast, businesses and residents still need reliable information from experienced professionals.

That is where meaningful thought leadership comes in. 

Connect Your Expertise to News

Newsjacking means connecting your company’s expertise to a topic already making headlines.

Hurricane season creates opportunities for experts across many industries. Attorneys can explain insurance claims, contracts and employer responsibilities. Insurance professionals can address coverage questions. Financial advisors can discuss emergency planning and business continuity. Property managers can share preparation tips, while construction and engineering firms can speak about job-site safety, flooding and resilient infrastructure.

As a top Florida PR agency with 37 years of name-storm experience, the BoardroomPR, we work with clients to identify these connections before an opportunity arises. We determine which topics their executives can discuss with authority, monitor the news for relevant developments and turn complex industry knowledge into clear commentary.

The goal is not to insert a company into every headline. It is to recognize the stories where its expertise can add real value.

Move While the Story Is Fresh

Reporters covering hurricanes, insurance and disaster preparedness often need expert sources quickly. If it takes several days to identify a spokesperson and approve talking points, the opportunity may pass.

Hurricane coverage also evolves with the storm. Before landfall, reporters focus on preparation and potential impacts. After a storm, attention shifts to damage and recovery, and later, to rebuilding and resilience. Each phase creates different opportunities for experts to provide timely, useful insight.

Preparation makes the difference.

We help clients identify the right spokespeople and prepare biographies, headshots and key messages in advance. When a story develops, our award winning Florida media relations team creates a timely pitch and connects the right expert with the right reporter.

Add Insight, Not Promotion

Effective newsjacking answers the questions audiences are already asking.

Is my property adequately insured? What should my business document? How can I protect employees and customers? What happens if operations are interrupted?

Useful answers build credibility. 

Sensitivity also matters. Once a storm threatens lives or causes damage, the focus must shift from visibility to public service. Commentary should provide the safety and recovery information communities genuinely need.

NOAA may be predicting lower overall activity, but seasonal outlooks cannot determine where hurricanes will make landfall. One storm can still cause significant damage. 

At BoardroomPR, we help clients turn industry knowledge into timely thought leadership through strategic messaging, media preparation and proactive outreach. Contact us to make your expertise part of the next relevant conversation.

Rachel Sharpe

Account Director