Has COVID changed Crisis comms

Crisis and issues management is something many senior comms professionals try to plan for, but it’s fair to say that no scenario planning prepared us for COVID-19 due to its longevity and ever changing impact on business operations and key stakeholders.

There are however some key lessons that can be taken from the last 12 months and counting;

People are at the core of whether a business will be viewed has having handled a situation effectively. They need to feel informed, they want to see understanding and compassion for how they are personally affected (don’t always look internally). They need to feel they can talk to you and importantly be listened to.

At times of crisis there is a need for clarity – clear and consistent communications which are honest, transparent and authentic. Often in large organisations, communication can be devolved from the leadership team down – this is fine, but give senior managers a script, provide support to ensure they understand the key points and how to handle any questions that may arise to nip any Chinese whispers in the bud. 

There is a need for commitment to communications! It is simple NOT OK to say nothing at all to your key audiences. And it is important to see the situation through to the end.

COVID has taught us that we can be creative with crisis comms without diluting the message or severity of the situation – virtual tours, webinars, webcasts have all enabled leadership teams to be visible when face to face meetings haven’t been possible.

Now is the time for review as external audiences are looking internally more than ever, and social media can fuel a fire very quickly.  What have you learnt from your crisis comms during the pandemic? Where are the gaps? What could be improved for next time?

Crisis and issues preparedness is a MUST for any organisation. We all face problems which have the potential to impact on our business, profits and people.

•          Have a plan so you can be agile when the need arises

•          Create a crisis comms team which can be easily assembled

•          Establish clear decision making protocol and responsibilities

•          Map out a timeframe for action

•          Identify your key audiences and how best to communicate with them quickly

To discussing a review or creation of a Crisis and Issue Communications protocol for your organisation get in touch.