Communications in times of crisis

As coronavirus (COVID-19) continues to dominate both headlines and lives, the importance of timely, reassuring and clear communications to stakeholders and customers is vital. The virus of course presents different challenges to different businesses; but during this anxious, uncertain time, here are a few things to consider:

? Reassure through communications. As part of any crisis communications, it’s important that leadership recognise the situation openly and work towards allaying fears within a realistic set of parameters. Demonstrate how your business remains open to a fast-changing situation and change of direction if required in order to safeguard health. Consider video comms from Senior Leaders, alongside email communications to offer authenticity and trust.

? Beware of misinformation. So much is being shared about the virus, some of it misleading. Of course facts should be checked, and care taken to ensure they are based on the most up to date information available. Only base this on official, credible and trustworthy sources i.e. Public Health England or the World Health Organisation. Ground information around challenges for your organisation, and against a constantly changing set of scenarios, so communications have as much relevance and longevity as possible.

? Take a pragmatic comms approach. Avoid generating speculation, and instead set out clear instructions, information and precautions, with empathy and within any clearly defined boundaries which could signpost changes in direction.

? Keep open lines of communication. Enable people to ask questions, and ensure there are clear details of contacts for enquiries.

? Consider how many updates to give. Anticipate and address concerns, whilst not overwhelming people with information.

In a fast turnaround environment, remaining editorially robust and ensuring an appropriate tone and approach have never been more important. Lots of organisations are doing a great job in challenging circumstances, and I wish everybody well.