Communicating with your target audience is always important. Using the right tone to do so is paramount, particularly in the current climate.

There are several examples we can use from the last few months. Similarly, some have already popped in your head.

Here are three tips to avoid the wrong tone in communications:

• Stay connected. Social media and email communications play a crucial role in our interactions with clients, consumers and co-workers. Engage with each of them consistently across platforms.

• Build relationships. Don’t focus only on sales. Work to build relationships by sharing content meaningful to your audience, not simply advertising your products and services.

• Strike the right chord. It is important to acknowledge, in a genuine manner, the challenges facing the world. Changing your email greeting or signature is one simple solution. However, don’t simply throw an email together full of overused phrases such as “in these uncertain times” or “our new normal.” Use rhetoric and language relevant to your audience, but do not pander.

Clients have asked us if they should communicate about certain issues. We are always happy to provide our feedback. If you have worked with us before, you know we have opinions. We are not afraid to share them either.

But, above all, we want what is best for our clients personally and professionally and what is best for their businesses or organizations.

If you are going to participate in a conversation about sensitive issues, here are three additional tips:

• Choose wisely. If you are going to engage regarding sensitive subjects, make sure you add value to the conversation.

• Explain your position clearly and succinctly.

• Commit to specific actions. Share those commitments with your audience and be accountable to them.

How you communicate is as important as what you communicate. The tone is equally as important. Do not be tone-deaf.

In conclusion, no matter the topic, always be genuine. As a result, say what you mean and mean what you say.

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

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.

Your brand’s reputation is among the most valuable assets your company has so how are you protecting your brand? It defines your company and helps it stand out from competitors.

As Warren Buffet said, “It takes 20 years to build a reputation, and five minutes to ruin it.”

This is especially true today with social media – what used to be a 24-hour media cycle is now a 24-second social media cycle.

Unfortunately, even with diligent, proactive risk management, a crisis can happen at any time. No company is immune to misconduct by employees, the sudden resignation or illness of a key leader, product recalls, accidental injuries/fatalities, natural disasters, etc. So, you need to prepare, anticipate and plan ahead – because it’s not a matter of if a crisis will occur, it’s a matter of when. The cost of a crisis to a company can be huge, and most crises require attention within the first 24 hours.

What can you do to prepare?

Create a crisis management plan to ensure a rapid and adequate response, maintain clear lines of reporting and communication and set rules for crisis termination. You must protect your brand.

Crisis management is NOT THE SAME as risk management. Risk management serves to minimalize and hopefully avoid crisis. Crisis management is actually dealing with a crisis.

To create a crisis management plan:

• Research your company’s record
• Identify all potential crises
• Create and prepare your crisis team
• Schedule media training sessions
• Stage regular crisis readiness simulations
• Assess and update crisis plans

Want to learn more?

Come hear Front Porch Marketing present on “Protecting Your Brand” at Danger Zone 2: Active Shooter Seminar presented by FBI Dallas Citizens Academy Alumni Association this Thursday, September 3, at the Charles W. Eisemann Center in Richardson, TX. The seminar is designed for individuals, business leaders, school teachers and administrators, church leaders and anyone seeking to gain knowledge should you ever encounter an active shooter in the workplace.

As a country, we are averaging one active shooter every three weeks. No location is immune from these events happening. Danger Zone is a great program with a proven track record of success that will greatly increase your chance to survive the ordeal.  For more information and tickets, click here.

A special shout out to our friend and advocate Rod Fullenwider at D&L Entertainment for including us in this event. We appreciate your continued support Rod!

Never underestimate the power of simplicity in business. Simplicity in design. Simplicity in communication. Simplicity in life. Less will always be more.

In the art and design world it is known as Minimalism, referring to anything that is stripped to its essentials. In the fashion world simplicity is dubbed the Ultimate Sophistication. Heck, there is an entire magazine with monthly tips for achieving Real Simple. It is full of tips and ideas to help the common gal, “simplify, streamline, and beautifully edit her life, armed with calm, confidence – and the power of the right lipstick.”

Apple is a shining example of simplicity. Steve Jobs’ love of simplicity is the foundation of Apple’s success in design, marketing and customer retention. Jobs developed a product that resonated with consumers because of its intuitive and simple interface.

Nowhere is simplicity more important than communication. Unfortunately, in our never-ending quest to make things bigger, better, stronger and faster, we occasionally overthink and complicate our message, which leaves your customer confused and disengaged. In order to really have your message heard, keep it simple.

A few tips for simple and effective communication:

• Keep your message clear and concise. Avoid the need for interpretation.
• Use short sentences.
• Have a strategy for delivery. Make sure your target audience is engaged.
• Offer a call to action. Inspiration breeds action. Make it easy.
• Communicate in a timely manner.

Communication is critical to building relationships. To capture your audience’s attention and build a relationship, craft a clear message and and then deliver via the correct outlet.

Keep it simple!