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How can you use video to communicate during a crisis?

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A crisis can strike any business at any time, and how you communicate with your stakeholders can make or break your reputation. Video is a powerful tool to convey your message, show empathy, and demonstrate action. But how can you use video effectively during a crisis? Here are some tips to help you plan, produce, and distribute your video content.

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1 Know your audience

Before you create any video, you need to identify who you are talking to and what they need to know. Different audiences may have different concerns, questions, or expectations. For example, your employees may want to know how the crisis affects their work, your customers may want to know how the crisis affects your products or services, and your investors may want to know how the crisis affects your financial performance. Tailor your video content to each audience segment and use the appropriate tone, language, and style.

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Dylan Habil

AUDIO-VISUAL CONTENT PRODUCER & DIRECTOR | MEDIA STRATEGY & MANAGEMENT |
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Using video during a crisis can be a powerful and effective communication tool to convey messages, provide updates, and manage information. Utilize it in these ways: 1. Timely Updates and Information Dissemination. 2. Humanize the Message 3. Transparency and Trust Building 4. Accessibility and Reach 5. Instructional and Educational Content 6. Reassurance and Empathy 7. Consistent Communication 8. Testimonials and Success Stories

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2 Choose your format

When deciding what video format to use during a crisis, consider your goal, budget, and resources. Live video is a great option to address an audience in real time, while recorded video can be edited and augmented with graphics and subtitles. Animated videos are ideal for explaining complex concepts, data, or processes. To ensure success, ensure you have a reliable internet connection for live video, good lighting and sound for recorded video, and a clear storyboard and catchy voiceover for animated video. Platforms like Zoom, Facebook Live, YouTube Live, Camtasia, Loom, Adobe Premiere, Powtoon, Animaker, and Vyond are all great tools to use.

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Dylan Habil

AUDIO-VISUAL CONTENT PRODUCER & DIRECTOR | MEDIA STRATEGY & MANAGEMENT |
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Wider Reach: Video content has the potential to reach a broader audience, including those who prefer visual or auditory information over written text. Multichannel Distribution: Share videos across various platforms—social media, websites, emails—to reach different demographics.

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3 Be clear and concise

When communicating during a crisis, it's important to be clear and concise. Your audience may be confused, anxious, or impatient, so you need to get to the point quickly and avoid jargon, filler words, or vague statements. A good way to start is by providing a brief overview of the situation, the impact, and the action plan. Use simple language with short sentences and active voice, as well as common words. Avoid technical terms, acronyms, or slang. If you need to use any specific terms, explain them clearly. Highlight the key points by using bullet points, headings, or numbers to organize your information and emphasize the main messages. Visual aids such as charts, graphs, or images can also support your points and make them easier to remember. Finally, end with a call to action such as visiting your website or following your social media channels. Provide clear instructions and contact details.

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4 Show empathy and honesty

When communicating during a crisis, it is essential to show empathy and honesty. Acknowledge the feelings of your audience, which may include worry, anger, or disappointment. Additionally, be honest and transparent about the facts, the challenges, and the solutions. To help you show empathy and honesty, use positive body language such as smiling, nodding, and maintaining eye contact with the camera. Also, use words that express your emotions such as sorry or grateful instead of words that sound cold or defensive. Furthermore, illustrate your points with stories and examples to show how the crisis affects real people and situations. This will help you connect with your audience and build trust.

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Dylan Habil

AUDIO-VISUAL CONTENT PRODUCER & DIRECTOR | MEDIA STRATEGY & MANAGEMENT |
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Reassuring Messages: Deliver messages of reassurance, hope, and solidarity through video to instill confidence in the organization's ability to manage the crisis. Empathy and Support: Express empathy and support for those affected by the crisis, showing that the organization cares about their well-being.

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5 Distribute your video

When you have created your video, it's time to distribute it to your audience. Depending on their preferences, habits, and access, you can use different channels and platforms to reach your audience. For example, email is a great option if you want to send your video directly to your employees, customers, or investors. You can use tools like Mailchimp or Constant Contact for this purpose. Make sure you have a catchy subject line, a clear introduction, and a link to the video. Social media is another great option if you want to share your video with a wider audience, such as followers, fans, or influencers. Platforms like Facebook, Twitter, or LinkedIn are great for this purpose. Don't forget to include a captivating caption with relevant hashtag and call to action. Lastly, if you want to showcase your video on your online presence such as homepage or blog, website tools like WordPress or Squarespace can be used. Make sure you have a prominent placement, a clear headline, and a strong lead.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use video to communicate during a crisis?

1

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4

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6

1 Know your audience

2 Choose your format

3 Be clear and concise

4 Show empathy and honesty

5 Distribute your video

6 Here’s what else to consider

Business Communications

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How can you use video to communicate during a crisis?

1

2

3

4

5

6

1 Know your audience

2 Choose your format

3 Be clear and concise

4 Show empathy and honesty

5 Distribute your video

6 Here’s what else to consider

Business Communications

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