In a time with increasing anxiety and fear, companies are scrambling to adjust to the cautionary recommendations to keep their employees and members safe, while balancing the requirements to keep their business running. People’s opinions of proper protocols, responses and prevention vary, as the issue heats up.
The coronavirus has added stress – at a minimum – to the lives of us as communicators. There are a few key points to keep in mind as we communicate through this experience to prevent an issue from turning into a crisis.
1. Transparent and proactive communications ease anxiety.
Whatever the news, it’s better that it starts with you, rather than lands on your desk (or in your Inbox) to now mitigate damage control. Communicate the facts, even if you don’t have everything yet – share what you do know, acknowledge what is still developing. Anticipate initial questions that your audience may have, and build that into your messaging. The point is, even if you don’t have all the answers right now, that’s ok. Knowing that you’re working on it, and recognizing your audiences’ concerns, will help during the transition.
2. Co-present your decision.
Odds are, you did not make the decision to cancel your event/restrict unnecessary travel/mandate closings on your own. This decision was likely made under the consultation of Board members, executive leadership, and the like. Therefore, when announcing said decision, do so with your fellow decision makers. Confident leadership from the top will help assure your members and employees.
3. Set your message – and stick to it, confidently.
The last thing people need during times of uncertainty is a wishy-washy leader. Make your decision, and communicate that one message far and wide. And, keep saying it. Just because you sent one email out does not mean your message was received. Send another email next week, with an update. Let your audience know you are in this for the long haul, and have their best interests in mind.
4. Meet them where they are.
What is the best way to reach your audience with this important information? For some, email may reach only a segment of your audience, once it gets through firewalls or Spam filters. Consider the most effective means of reaching your audience, including the demographics of each of your audiences. Leave no channel unturned. Share on your social channels, your intranet, your e-newsletter, your website, and on your lunchroom refrigerator.
5. Engage ambassadors.
Invite those around you – other leaders, colleagues, members – to spread the word by sharing your message. Engage influencers, and create easy ways to share your messages. Maybe it’s a social graphic that outlines your key messages, or a video that can be shared easily on mobile devices. The easier it is to share your messages, the more likely accurate information will be communicated. Be direct with your request – “Please share this with your network” or “Share this post to make sure we are reaching everyone” – as a crystal clear call to action.
BONUS ROUND: Establish a point of contact.
Does that “info@” email actually go to someone? Is your company or association Twitter handle or Facebook page being monitored closely to respond quickly to concerns and comments, or offer support? Establish a protocol for addressing audience responses and questions, and discuss how the communications and responsibilities will flow. Just as the transparent and timely communications is important, your response to inquiries and concerns is equally as important in managing an issue from becoming a crisis.