Association of Progressive Rental Organizations

Disasters Demand Clear Communication – Plan for It

Natural disasters – tornadoes, hurricanes, floods, fires, earthquakes – seem to be hitting more often and with more intensity than ever. And when disaster strikes, quick, clear, and accurate communication is essential.

Which is why developing a disaster communication plan for your rent-to-own business before an emergency occurs is crucial. A comprehensive, considered communication plan not only will prepare you and your team to better manage crises, but also will ensure everyone affected has the information they need when they need it.

Destruction in the wake of a December, 2021, tornado in Mayfield, Kentucky.

A new resource guide from Tulane University’s School of Public Health and Tropical Medicine – which offers a Master of Public Health in Disaster Management program – provides insights on how to coordinate and disseminate information during a crisis. Developing a Disaster Communication Plan: 8 Steps guides readers through a systematic approach to creating a disaster communication plan that will build trust, neutralize hazardous misinformation, and give your employees and customers the facts they need during an emergency.

“During a disaster, your team is looking for consolation and direction,” says Dan Singh, CEO of Dial Rent To Own, which has locations in Puerto Rico, Aruba, Guam, and Saipan. “Having a communications plan in place is extremely important for checking on employee safety and store security. It will answer fundamental questions for your staff, like Is our store damaged? Do I still have a job? What will our operating hours be? When do I come to work? How are my co-workers? How will we work with customers who have suffered losses?

Without a formal communication plan, people involved in a disaster can easily become confused, overwhelmed, or panicked. A well-developed and executed disaster plan helps ensure info is properly provided during an emergency, offers much-appreciated direction during a crisis, and empowers people to make well-informed decisions based on up-to-date data.

Along with the Tulane University resource guide, Shannon Strunk – President of Gulf Breeze Investments dba RNR Tire Express, which operates numerous locations along the Gulf Coast – advises rental dealers consult their colleagues for examples of RTO disaster communication plans.

“Most people who have disaster communication plans have them because they’ve experienced a natural disaster that forced them to develop one,” says Strunk. “Get someone else’s plans so you can understand why they’re planning the way they are. Of course, you’ll have to customize others’ disaster plans for your organization, but studying other communication plans will reveal thoughts and concerns everyone should consider.”

APRO urges all its members to prepare as best they can for the possibility of disaster – including putting together a comprehensive communication plan. The step-by-step resource guide will help APRO members plan their communications before disaster strikes – including how to anticipate possible disasters, create clear messaging, strategize social media use, and more.

“Do not let a disaster catch you unawares,” Singh concludes. “Imagine the worst-case scenario, and plan for that. Develop a plan that addresses store security and employee safety; over the years, we’ve discovered two key components to plan success: people and business. Take care of your people as much as your cash position permits, and your business will benefit.”

Click here to access the resource guide “Developing a Disaster Communication Plan: 8 Steps” from Tulane University.

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Mike Lewis

Mike Lewis is a Premier Rental Purchase franchisee with multiple stores and currently serves as Vice President of Operations. With 33 years of experience in the rent-to-own industry, he has spent the past 20 years working closely with franchisee owners and previously spent 12 years in Corporate RTO, gaining a strong foundation in the business.

For the past five years, Mike has been sharing his knowledge by teaching managers and franchisees at the company’s Training Center.

Outside of work, he enjoys time with his family, kids, and grandkids, and appreciates the simple things in life – especially riding his Harley Davidson with the sun on his face. If you know, you know!

Lauren Talicska

Arona Corporation dba Arona Home Essentials

Lauren Talicska is an experienced multi-channel marketing specialist and the Vice President of Marketing & Communications at Arona Home Essentials. She has found her home in the RTO community, supporting stores in branding, growth, and increasing traffic.

You may recognize Lauren as a former RTO vendor, including her time as a partner for Nationwide RentDirect, or her previous participation in the APRO Vendor Advisory Committee. Lauren calls Columbus, Ohio, home and spends her workday crafting and executing marketing promotions from inception to realization, all while supporting the branding and social media needs of all the Arona stores in 12 states (plus Puerto Rico!).

Charles Smitherman

APRO

Charles Smitherman, JD, PhD, CAE, became CEO of APRO in 2023, bringing years of legal and executive experience in the rent-to-own industry. 

Prior to joining the association, Charles served as COO, General Counsel, and Vice President of PTS Financial Services, where he played an active role in the rent-to-own industry by representing his company through PTS’s club program offering with APRO member dealers. Charles is an attorney with two decades of experience across a wide variety of areas, including RTO, consumer financial services, antitrust, corporate law, mergers and acquisitions, litigation, franchise law, and privacy law. Following law school at the University of Georgia, Charles earned a Master of Legal Studies and PhD in Law from the University of Oxford in England.

Charles is credentialed as a Certified Association Executive (CAE) with the American Society of Association Executives, a Certified Franchise Executive (CFE) with the International Franchise Association, and a Certified Information Privacy Professional (CIPP/US) and Certified Information Privacy Manager (CIPM) through the International Association of Privacy Professionals. As APRO’s sixth CEO in its 45-year history, he brings a collaborative, member-focused approach to association leadership, emphasizing transparency, advocacy, and value creation. Outside of work, Charles is an active ultra runner and open water swimmer.

Mike Kays

Ashley Furniture Industries

As VP of Rental Sales for Ashley Furniture Industries, Mike thrives on building relationships with our RTO industry veterans, and helping businesses grow through new product, new marketing, and new supply chain options.

Mike works to leverage a wide breadth of relationships and influence, intimate knowledge of market trends, and unique knowledge of what RTO dealers need from a supplier to be successful.

The saying goes that a high tide raises all boats, and our goal is to leverage the world’s largest furniture manufacturer to drive the continued growth of the RTO industry and all the suppliers.

Mike Tissot

Countryside Rentals Inc., dba Rent-2-Own

Mike grew up in the rent-to-own industry under the guidance of his father, former APRO President and RTO legend Darrell Tissot. For nearly 25 years, Mike’s innovative leadership has helped expand the family business to more than 40 stores across Ohio and Kentucky while also shaping the industry as a whole.

He has served as President of the Ohio Rental Dealers Association, an APRO board member and Treasurer, and President and Treasurer of the TRIB Group. His contributions have earned him the APRO President’s Award of Excellence and the title of APRO Rental Dealer of the Year.

Outside of RTO, Mike enjoys time at the lake house or in Orange Beach, Alabama, with his girlfriend, Angela Strong McCool. A passionate Cincinnati Reds fan, he rarely misses a game, whether watching or listening alongside his parents. He also takes every opportunity to visit Arizona, where his daughter is currently attending Arizona State University.