Helping homeowners avoid rip-offs after Hurricane Helene.

The challenge

After Hurricane Helene tore through hundreds of homes in Western North Carolina in September 2024, contractors from out of state descended on the area. Many were reputable. Some were not.

Soon, stories started circulating about contractors taking cash for repair projects without a signed contract in place — then leaving town, never to be heard from again. Homeowners who had already lost so much were at risk of losing their savings too.

What we did

Parks PR worked with the Builders Association of the Blue Ridge Mountains to quickly create and drive an awareness campaign designed to help residents avoid rip-offs. Within a week of the storm, the work was underway:

• Writing contributed content and blog posts with practical, plain-language advice
• Filming and sharing videos
• Generating news media coverage — local, regional and national
• Preparing resource materials, with the National Association of Home Builders, for people looking to rebuild

Keys to success

• Relationships before the storm. Having relationships with Asheville-area news outlets before Helene was critical — it helped the message break through the clutter to reporters, producers and editors.
• Story first, advice second. Compelling stories got people’s attention; straightforward advice on how to avoid being a victim followed.
• A spokesperson, ready. Megan Carroll’s own communications skills made her available for on-the-fly interviews with local, regional and national outlets.

The result

The initiative was honored by the National Association of Home Builders as the Best Public Relations Program for 2024 — one of five national awards the Builders Association won for work ranging from organizing relief efforts to helping its members rebuild.

Asheville’s comeback has been difficult, and the Builders Association continues to focus on recovery. Parks PR is proud to be part of its work.