Communicating During a Crisis

As business owners and marketing and communications professionals, how do we adapt our communications during a crisis? We are all experiencing a difficult time with the coronavirus - many closed businesses, financial concerns, working remotely, concern for loved ones and those in need.

1. If you have a scheduled or automated social media or email program, pause and re-think each communication. Consider these questions. Who is your audience? How is the current situation affecting them? Might their business be closed or are you communicating to the healthcare workers? Marketing to healthcare workers at this time, may seem insensitive. The same goes for businesses that have been asked to close temporarily.
2. How do we communicate to businesses that are heavily impacted during the coronavirus? Consider sending a simple note acknowledging what they may be experiencing. Let them know you and your team are thinking of them and are available to support them if needed. Provide information on your own new business hours or practices, product or service availability. Let them know where they can access up to date information on your business and cleaning practices if appropriate.
3. Avoid humor. There are plenty of memes being shared on social media, however, it is important to show your customers and employees you are taking the situation seriously and that you care.
4. Find a way to help and welcome your team to get involved. Joining together to contribute to community relief such as food bank donations, personal supplies to your local free store, or checking on seniors living alone make all the difference. Giving back most importantly helps those in need and also can lift employee and customer spirits.
5. Evaluate and communicate as needed as the situation changes. Your type business and your unique situation will determine how often and what information to share with customers.
6. Remember internal communications. As business owners, it's our role to act as leaders by providing open and honest communication, let people know you are available to answer questions, act in a calm and steady manner and provide encouragement.