What are the best ways to maintain a consistent message during a crisis?

Imagine that you are a firefighter responding to a burning building. You wouldn't use the same approach to communicate with the people inside the building as you would with the bystanders outside. The people inside the building are in immediate danger and need to know how to evacuate safely. The bystanders are curious about what is happening, but they are not in immediate danger. In the same way, you need to tailor your messaging to the different groups of people who are affected by the crisis. For example, your messaging to customers may focus on how to use your product or service safely, while your messaging to investors may focus on the financial impact of the crisis.

Consider establishing key performance indicators (KPIs) to measure the effectiveness of your crisis communication objectives. Define metrics such as engagement rates, sentiment analysis, or response time to gauge how well your messaging resonates with your audience. Regularly monitor these KPIs and be prepared to adjust your communication strategy based on the real-time feedback and data you receive. This data-driven approach ensures that your crisis communication remains not only aligned with your objectives but also responsive to the evolving needs and perceptions of your audience.

When crafting a message for a real-world crisis you want to be clear, direct and have simple takeaways for your target audience. Be very mindful that it is a stressful time, so be empathic but don't overwhelm your audience. They already have enough going on. This can be as simple as showing support for a community or sharing your support for a relief effort. Or it could be a message about how a community can help and what you are doing to facilitate support. Whatever you do, if you promise to do something, make sure you follow through. Transparency, integrity and authenticity are key.

Each platform has its own tone and style. Your message should be tailored according to the social media platform which would be used. Hashtags and keywords are relevant in making your message discoverable. But in whatever channel you would use, the key is always in consistently engaging with your audience so that rumors and misinformation could be addressed promptly.

Ser autêntico é a melhor maneira! Sempre que um produtor de conteúdos se preocupa mais com o trabalho alheio do que com a forma de expor suas verdades e imprimir seu estilo, o trabalho parecer sair de uma linha de produ??o e deixa de encantar a audiência. O autoconhecimento segue sendo um diferencial competitivo que contribui com a criatividade do microinfluenciador e o aproxima de seu público alvo.

The biggest tip this article is missing is to plan your content and responses before a crisis. You are never going to be able to deliver something perfectly when experiencing a crisis and everyone is emotional and under pressure. Instead, make time to brainstorm potential crises that could emerge on your social media. Think about how you'd handle each of them and create some templates or guidelines on how you'd handle them. I also recommend a really simple one page response plan matrix. Not all problems are a crisis and often they can be avoided in becoming one by responding quickly when an issue starts to emerge.