An earlier version of this article appeared in InnovationMap.
The reality for business owners is that everything you say matters; your words are reverberated and felt throughout the company and all of your stakeholders.
During times of crisis, your voice is amplified to the max, and people listen to every word you have to say, which is why — if not completely thought-through — your voice can breed misinformation, confusion and stress. As we face the increasing uncertainty in our community due to the spread of COVID-19, it’s critical for business owners to say the right things, to the right people, that will inform and motivate, and use their presence and organization to be leaders within the community.
Practicing what we preach, we understand that as communication experts, it is our mission and responsibility during this time to help our local business community. We are putting our money where our mouth is and for the last week have been offering free communication and marketing consultation to any business in need.
So, what is top of mind to our team right now, as we work with these businesses? Besides following recommendations from the U.S. Center for Disease Control and Prevention to curb the virus’s spread, companies should actively be communicating to all stakeholders about the impact COVID-19 is having or could have on operations. Here are a few dos and don’ts to get you started.
Offer valuable tips to prevent the spread of respiratory diseases, but we all know to wash our hands by now.
You have to make sure that you are communicating valuable information with internal and external stakeholders — but through your own authentic voice. Offer suggestions on how to “social distance” or use your service/product remotely.
Internal stakeholders need to understand what’s hard facts, what’s soft facts (opinions and feelings) and what’s just hearsay. They need to understand clear expectations when working from home and employees need to feel safe, accommodated and heard. Externally, be sensitive to what your customers and the community at large are going through and update your business practices and communications accordingly.
Communication with customers can be in an email, but you can also connect through text, through an online chat, via infographics or memes on social media, or an “on-brand” (and possibly witty!) reminder on what social distance may mean.
Don’t stay silent — even if you don’t know everything.
Don’t let others control your company’s narrative. As humans, we naturally fill in gaps in communication to understand what’s going on around us. Rather than letting people assume information about your business, get in front of the conversation and share real-time updates as you adjust business-as-usual.
Consider alternative ways to reach external audiences and vice versa.
What happens if the majority of your customer acquisition model is door-to-door and no one wants to open the door to a stranger, or you have a centralized call center to handle customer service complaints, but these employees are now all working from home? Now is the time to reconsider how you’ll engage with your audiences and win customers.
We recommend a significant shift to digital acquisition as people are going to be spending more and more time online in the coming weeks from home and there is a ripe opportunity to stay top of mind through targeted display campaigns and send interested customers to your website.
Create a proactive plan for shutdowns.
Coronavirus is still an emerging, rapidly evolving situation and we have no idea what could happen but create contingency plans and have a crisis comms plan ready to deploy. Think through possible scenarios (closures, supply limitations, employee diagnosis, etc.) and have social media posts, email blasts and internal messaging ready to deploy should the worst-case scenario occur.
What your business says is just as important as who says it.
A spokesperson is your organization’s mouthpiece. Choosing the right person is just as important as saying the right thing. Without the right person to speak on behalf of your organization, your message could be lost — or worse, they choke.
Your spokesperson should be credible, empathetic and authoritative.
Bottom line: When faced with a crisis, it’s essential to deliver clear, authentic messages to your target audiences, stay true to your brand voice and position yourself as a leader – both internally and externally. Your company will thank you later.
Allie Danziger is the founder and president of Houston-based Integrate Agency, which focuses on digital marketing and public relations.
If you’re not sure about your next move during this uncertain time, reach out to us through April 30 to schedule a free consultation.