Pre-pandemic, crisis communication was primarily discussed in relation to a business dealing with the fall-out of actions taken (or not) by those associated with that individual business.
Now, businesses across the globe are in crisis due to a situation beyond our control. We can control how we respond, though. And, as business leaders, we must protect the brand.
You can measure a company’s communication and response during a crisis in months – the recovery, years. However, well-prepared businesses and non-profits recover faster.
Communication (internally and externally) during any crisis is paramount. This is regardless of the type or size of your business.
Communication Tips
- Silence isn’t golden. Consumers expect brands to take positions on issues. Staying silent during this global crisis is risky. Leadership and brands alike may be accused of sleeping at the wheel. Digital communication, in particular, should continue ‒ because it is cost-effective. It reaches many quickly. It should not be stopped. Consider how today’s communications can build the relationships you need tomorrow.
- Content continues to be king. Consumers, clients, parents, donors, etc. do not want email communication unless you are providing a vital piece of information. Now more than ever, inboxes are being overrun with e-mail communications from work, school, etc. Consumers provide email addresses to complete a transaction or to get a deal, not because they want reassurance in a time of crisis. Focus on the quality of your content. Keep the e-mail communication to a minimum.
- Timing is important. Communicate as appropriate. However, you don’t set the timeline. Your key constituencies do. In today’s digital world, people have come to expect immediate responses. Remember, though – right or rushed. You can’t have both. Accurate, well-written communication is more important than just throwing something out there to be the first one out of the gate.
- Meet your key audiences where they are. Know where your target audiences are most engaged. Where are they asking the most questions, etc. on social media networks? Meet them where they are. Continued communications on those networks make it easy to stay engaged.
- Express empathy. Lives are at stake, literally and figuratively. People are sick. People have lost their jobs. Some don’t have the necessities to provide for their families. Leaders are working tirelessly. They are making hard decisions. These decisions affect the teams that they have built and nurtured. It is hard not to identify with what so many people are feeling and experiencing. Communicate that you are with them. You feel them. Authentically create connections. Utilize your business’s communications.
- If you have an agency, use them. You are not only partnering with them for their graphics or marketing skills but also their experience. Agencies are experts. They know quickly and intuitively how to approach a crisis.
Crisis communication planning and strategy development require careful attention and time. But when done correctly, it builds a brand’s reputation. You gain customer loyalty.
We are here if you need us.
Click here for our crisis communication services list.
Also, we are here if you need other resources. We can help you run errands, etc. Lean on us. We are also good listeners. If you want to chat about something related or unrelated to COVID-19, reach out. Have a business dilemma you are noodling? A marketing idea you want to launch? In fact, holler. Thus, we are all in this together.