The world is forever changed. While we’re yet to understand how fully, the COVID-19 virus has impacted nearly every person. We are in the midst of a generation-changing global event at a time when civilization is more connected than ever before.
Communicating at this time, with both team members and customers, is critical. With an ever evolving situation – both globally and locally – here are ways to ensure your audience is listening:
- Be clear and concise. Almost every initial message out included the phrase, ‘… out of an abundance of caution …” Most first paragraphs in emails and comminques were generic. The subject line should have sufficed to help your reader get to the critical details faster.
- Develop a plan. Given this particular crisis is both fast moving and long lasting, have a plan that includes all audiences and activates against all relevant channels. Like marketing, the message for Twitter may not be what’s right for an email to front-line team members.
- Communicate regularly. As noted above, this is both evolving and may last months. Create a regular communications plan, commit to your readers on the cadence and ensure it’s delivered. With so many narratives, ensuring one, unified, regular voice from leadership to both team members and guests can be invaluable.
- Be flexible. As the situation unfolds, it may be necessary to accelerate, change, or delay vital information to avoid confusion. Having a plan that incorporates various options for channels and timing will help.
- Communicate the Final Communication. As the crisis passes, ensuring all your users know which is the last and final communication planned on the subject will reinforce any final directives, requests, etc. This can come a day or two after the last informative or instructive message, but should help, “close the loop,” for your audiences.
Remember, the goal is to be direct and clear. Avoid telling your audiences what they may already know, but how it impacts their role or interaction with your company.
How has your organization been communicating with your team members and customers? If you need help in developing a crisis communication plan, reach out! How can we help?