Keep Calm: How to Approach Your Communications During a Crisis

Companies around the globe are facing the reverberating impacts of the COVID-19 pandemic. While no one could have predicted the severity of this global crisis, it requires a swift and level-headed response.

With widespread uncertainty, emotions are running high. New information is emerging at lightning speed. The circumstances are changing by the hour – or even the minute. Overwhelming situations like this one might leave us feeling frozen with indecision or contemplating irrational behaviors that can lead to mistakes or a mishandling. First, take a breath. Next, be sure to include these steps in your crisis response.

Remember Your Crisis Response Plan

There was a reason for all that planning and strategizing you did before! Plans aren’t meant to sit on the shelf and collect dust. If you don’t have a crisis response plan already, learn the necessary crisis preparation steps here. Having a detailed plan to refer to can break through these moments of doubt, fear or indecision.

Face the Issue(s) At Hand

Don’t simply ignore the issue and hope it goes away, because it won’t. And without a quick response, the crisis can multiply, and you’ll risk even greater fallout. Don’t deny the problem either, as this can lead to the issue evolving into something that’s no longer manageable, negatively affecting you and your business’s reputation.   

Tell the Truth

When a crisis hits, it might feel easier to stretch or quash the truth. Our advice: don’t lie or mislead. As your business navigates a crisis, dishonesty will only amplify the issue. Being honest is critical; acknowledge the crisis and lay out the steps your business is (or will) take to resolve the issue. Don’t make promises you know you can’t fulfill.

Communicate with Employees

Too often, employees are left behind during a crisis. It’s always better for them to hear about the issue from leadership, rather than other sources like social media, TV, news or elsewhere. Communicate with employees early and often, up and down the organizational chain. Ensure they’re informed on the issue and the steps being taken to address it. You should also provide guidelines or talking points for employees to use when interacting with professional networks, friends, family or customers. In situations like these, employees can be the best advocates – so empower them with the right information and tools to help the business move forward.

Give Customers Respect

You, your team and your customers are likely feeling tense during tumultuous times. Impacted customers might be saying some unpleasant things about your business online or to your employees. While it might be tempting to immediately fire back – don’t. Instead, remain patient, calm and professional. Focus on addressing the issue as quickly as possible – and, remember, your reputation is at stake. Responding angrily to customers can potentially reinforce any negative perceptions they have about you or your business.

Document Your Response

From when the crisis first hits to when the dust settles, keep a detailed record of how you responded. This may include the initial statement issued, the list of employees who served as a crisis response team or tangible changes that were made. This record will help you evaluate your response as part of a post-crisis assessment. Plus, you may be able to glean some lessons for when future crises arise. Remember to incorporate these lessons into your response plan.

Amid the spread of coronavirus, we are all facing uncertain times. Not knowing what the future holds can feel scary and overwhelming – but keeping a clear head and following a comprehensive response plan can help protect your business, your reputation and your stakeholders.

Aker Ink provides comprehensive crisis communication services to companies, including developing a response plan - when you’re not in crisis mode. We are versed in tried-and-true methods for managing internal and external communications during these critical situations. Learn more about our crisis communication services here.