by: Lourdes del Rio-Valdes
Twenty-five years have passed since September 11, 2001. I still find it hard to believe. Some memories fade with time, but the weeks after the attacks have stayed with me in a way few other experiences have.
At the time, I was working in crisis communications for the American Red Cross. I had handled difficult situations before, but nothing like this. The country was in shock, and people were turning to the Red Cross for help, for information, and for a sense that someone was in control. It began with a call and I was deployed to the Los Angeles International Airport to begin my assignment as the Public Information Officer managing the disaster of 9/11.
The Work
Our job was to communicate clearly while so much was still unknown. Families were looking for loved ones. Donors wanted to know where their gifts were going. Reporters needed answers by deadline, and volunteers needed to know where to show up.
We learned quickly that every word carried weight. A careless phrase could add to someone’s fear. A clear, honest update could ease it. So we slowed down when we needed to, checked our facts, and tried to remember that each message would reach someone who was hurting.The pace was relentless, and the days were long. Even so, I never felt alone in it. The people around me were extraordinary.
“I am proud to have worked alongside some of the most incredible and capable people. I am grateful to have been able to use my voice to bring clarity and calm to our communities.”
What I Took With Me
Looking back, that season shaped the way I think about communication more than any class or title ever could.
I learned that trust is built in the hardest moments, not the easy ones. People remember how an organization treated them when things fell apart. I also learned that being accurate matters more than being first. In a crisis, there is pressure to say something right away. Taking the time to say the right thing is almost always worth it. Most of all, I learned that communication is a form of service. When it is done with care, it helps people get their bearings and find the help they need.
Where Those Lessons Live Today
I have spent many years since in corporate communications product launches, media relations, and crisis communications, and those lessons have come with me into every role. Today, as co-founder of Oracle Method Group, I rely on them when a business or a professional in Southern California calls us during one of the hardest moments of their career. The situations are different now, and the stakes vary. The approach does not. Stay steady. Tell the truth. Work closely with the people around you, and never forget who is on the other side of the message.
Remembering
This anniversary, my thoughts are with the families who lost someone they loved, with the survivors, and with the first responders who gave so much. I also think of the Red Cross staff and volunteers who kept showing up, day after day, when they were exhausted and grieving too.
I am grateful I was part of that effort. We will never forget.
Lourdes del Rio Valdes, PMP, is co-founder of Oracle Method Group and a marketing, PR, and AI strategist with 20 years of experience in crisis communications.