How To Handle COVID-19 Communications For Your Business

It's difficult to know what to say in times of crisis.

But if you're a business owner, one thing is for certain, you have got to say something.

As a business owner, you have a responsibility to your staff, your shareholders, and your customers. And it is in times of crisis, when steadfast leadership is needed most.

Here are a few things you can do to ensure you're handling your communications properly during the COVID-19 pandemic:

OVER-COMMUNICATE

If may seem annoying, but it's for the best. No one wants to be left in the dark during uncertain times. People need clear, concise communication, and a plan of action. When left guessing, people often create their own narrative, and it's usually a negative one. Ensure you're first to the punch, and that you're sharing fact-based information only.

ACT EARLY

If you haven't sent out communications about how your business is preparing for and handling COVID-19, then you're already behind-the-eight-ball. It's best to proactively get ahead of things and mitigate, instead of reactively trying to manage them after they've gone awry.

THIS IS NO TIME FOR MARKETING

If you, even for one second, thought it would be a good idea to capitalize on this as a marketing opportunity. DON'T. “Brands have little to gain and a lot to lose by downplaying the potential gravity of the situation. This is not the time to sell," says Dipanjan Chatterjee, vice-president and principal analyst at Forrester Research. Don't use humour to make light of the situation, and don't use fear-mongering tactics to up-sell your product or service.

DEMONSTRATE LEADERSHIP

The best leaders have a way of earning more support through the actions they demonstrate when things get tough. Demonstrate your ability to make tough decisions, that support the well-being of your team and the community at large.

Examples of people doing it right:

  • Robert Herjavec hosting a Twitter Q/A to advise small business owners

  • Mark Cuban reimbursing those who purchase from small, local shops

  • Shopify offering $1,000 stipend to employees for office supplies to work from home

  • Patagonia continuing to pay workers despite store closures

SUPPORT YOUR COMMUNITY

Nothing is more important than the well-being of our communities, both locally and globally. You can earn the trust of your community by giving back at times like this. Can you offer a complimentary service, or advice (like this blog I've written)? Can you purchase from local small business (who are sure to take a hit during this quarantine)? Can you reach out to emotionally support those who need it? Not only is it the right thing to do, but down the road, it will return itself in spades to your bottom line.

PUT A TEAM IN PLACE

There's no way you're going to weather this one on your own. Ensure you have the people and resources in place to minimize damages, mitigate risk, and manage escalations. Not sure where to start? Book a complimentary 15-minute consultation with us.

UNCOVER OPPORTUNITY

The Japanese symbol for crisis is also the symbol for opportunity. And the best business leaders know this. They have a way of looking at a negative situation, and finding the opportunity in it. Not by capitalizing on fear, but by helping those who need it, and acting as a beacon of hope.

Communication is key at a time like this, and I hope you found these small nuggets of advice helpful.

Wishing you health and hope, as we all work through this together.


 

This post was written by Tieja MacLaughlin, Founder & Communications Strategist.

Tieja MacLaughlin