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Crisis Communications in the Age of COVID-19
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Crisis Communications in the Age of COVID-19

Questions to Consider When Communicating During an Emergency

At the start of 2020, no one could have predicted how the COVID-19 crisis would affect every aspect of our daily lives. The coronavirus has left businesses in all industries reeling from closures and social distancing measures, leaving many with the challenge of re-engaging their internal and external stakeholders and customers. 

Amid an emergency of any kind, urgent, clear communication is necessary to ensure your audiences, customers, colleagues and employees are informed – this is where a crisis communications plan comes into play! 

Imagine you’re the general manager of a local transportation operator responsible for keeping your city’s bus system up and running during the coronavirus crisis. You know your company’s primary spokesperson will be your CEO. A more local spokesperson, such as the bus operations lead, will also be an important figure.

You have to consider the urgent modification of services, and also prioritize the health and safety of your employees and passengers. The most relevant information to relay is related to your operations and safety protocols, but what do these messages look like? This requires communication with several audiences – the public, your supervisors, your team, among others.  To reach consumers, social media may be the best platform, while for employees, an internal email may be more appropriate. Such nuances must be considered when developing a plan.

While your crisis communications plans should be both company- and industry-specific, a few key considerations and best practices should always be included:

1. Develop your key messages and necessary collateral

  • What do you need to ensure all messaging can be distributed quickly and efficiently?
  • Do you need to develop key messages, fact sheets, media responses, social media posts, etc.?
  • What do we want to say, and why is it important?
  • What is the impact of NOT saying these things?

Proactively developing crisis communications messaging for various scenarios will help get ahead of any crisis situation. Think about the most important messages to relay to your intended audiences and what content you should create to disseminate it. Your spokespeople should be trained with the developed materials, ensuring they are equipped for likely situations.

2. Identify your response team

  • Who are the primary spokespeople for your company?
  • Who are the best people to speak to the most important key messages?

Deciding who will be involved in the crisis response effort is a critical first step. Your organization should not only identify internal and external spokespeople, but determine who will create and disseminate the crisis-related content, such as your organization’s key messages and best practices when communicating with others.  

3. Communicate early and often

  • Who do you need to get your message to?
  • What is the best way to communicate with them?
  • Do you have a standard system in place to get your message to them on a regular basis?

To get your message out, evaluate your owned platforms to determine the most effective way to reach your intended audiences.

4. Stick to your company voice

  • What are your core company values?
  • How can you stay true to your company’s mission and incorporate it into all communications throughout the crisis?

Weaving your company voice into all of your communications keeps your messaging authentic and lucid.

5. Pivot as necessary

  • How are you measuring responses and changing course as circumstances change?
  • Do you have social media listening and media monitoring practices in place?
  • Do you have a Plan B?

Planning for the unexpected is critical to a successful crisis communications plan. Make sure you’re keeping track of all external communications and responding accordingly.

Precise, timely, and relevant communication during a crisis – with the internal staff, as well as with clients, and also with media – is one of the most important elements of dealing with a workplace disaster, or any crisis or emergency. . 

Need help creating a plan?

We’re happy to provide expert insight into audience mindsets, organizational priorities and opportunities at each stage of the pandemic, to develop audience-specific communications plans. Learn more and check out our COVID-19 guides for nonprofits and businesses here.