It’s hard to say what the full impact of the COVID-19 (coronavirus) pandemic will be, but what’s for certain is that most every business will be impacted in some way.
And that means you better have a crisis plan ready to roll.
There are A LOT of elements to preparing communications plans around something like coronavirus. Since we don’t have time to go through all of them today, here are three things to remember as you think through how you’re going to respond to these issues:
Whatever you do, don’t wing it…it’s not worth it! Half of the businesses worldwide don’t have a crisis communications plan, and if that’s you, it’s time to get one.
This is the foundation to help you manage any crisis, and any preplanning you can do will help you minimize the potential negative impact on your business. This ounce of planning will save you tons of trouble later.
Not every crisis is the same, but for something like the coronavirus, it’s essential you take a people-first approach to your communications. Whether it’s your customers, employees or both, they should be the focus and center of your communications efforts.
It’s easy to forget this, but in the middle of this kind of crisis, it’s not about you, it’s about your stakeholders. And that means your messaging needs to focus on them. Remember, if you can keep them as advocates throughout a crisis, they will be there when the crisis is over and you’re back to business as normal, so show them the love.
Organizations get in to trouble when they don’t communicate enough or the right way during a crisis.
To be clear, I’m not saying that you should provide confidential information or bombard your audiences with useless information. It simply means that you need an open line of communication with your audiences where you are providing consistent, reliable and authentic information and updates.
An open line of communication also means hearing what your audiences are saying. Make sure each of your audiences feel heard and have a way to communicate with you so they have their questions answered and concerns addressed.
Consistency is key! As we’ve seen across the political landscape during the coronavirus crisis, inconsistency leads to uncertainty and panic which creates an even bigger crisis. Stick to your messaging, reinforce it with your audiences and follow through with your promises.
Here are some additional resources for your crisis planning efforts:
– Internal Communications During A Crisis
– The Art & Science Of Making A Public Apology
– Is Your Company Ready To Take A Stand?
– A Meaningful Message, Or Pandering Without Purpose
– 3 Crisis Planning Musts – Thanks Amazon & Samuel L. Jackson
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