How to communicate in a crisis

To state the obvious ‘We’re living in unprecedented times’. In many ways it feels like the world has come to a grinding halt. Business continuity plans will have been located in a panic, dusted off and then likely disregarded as there is no manual on how to deal with a world wide pandemic. There are, however, effective ways to engage with your audience through this time, and businesses likely to stay afloat once we emerge into the ‘new normal’ will have taken their audience with them on their journey through choppy waters.

Keep talking

It is more important now more than ever to carry on engaging with your customers through this truly unsettling time. Going silent and pulling the shutters down means you will be forgotten about once we’re out the other side. Just as damaging though, is carry on as normal, continuing to sell your services with little or no regard to the current situation. Adapting your marketing strategy during this crisis is vital, otherwise you could find your reputation damaged beyond repair.

Tips on how to communicate in a crisis

Empathy

The first rule in communicating in any crisis is showing you care, and showing empathy for those going through a terrible time. Every message that comes out of your organisation must start from a place of kindness and concern for others. Hopefully that’s not too much of a stretch for your brand, but you’d be surprised by how many businesses will instantly react with ‘how this is affecting us as a business’ rather than considering the customer view point first. Be human and think of others going through a worse time.

Acknowledgement

Leading on from empathy, recognise the situation and acknowledge it. When talking about your business or products, do it in a way that shows you are aware of the crisis and its impact on your customers lives. ‘Come and spend your money with us when this over’ isn’t going to cut it.

Reassurance

Your messaging should offer comfort. By showing how you are dealing with issues your brand faces, and more importantly, that you are looking out for the people who buy from you and work with you, customers will be reassured that you are doing what you can to help. Talk about the measures you are taking to protect your staff. After all, people don’t do business with faceless brands, they do business with people. What are you doing differently? How are you trying to better service your customers? What changes are you making to support others?

Above all, speak from a place of truth and sincerity. If that feels like a departure from your usual brand voice, then maybe this is the time to make some changes. Take a closer look at your business, how you engage with customers, how you talk about your offering and ready it for the ‘new normal’.

We are all in this together

Never have we found ourselves in a crisis such as this, affecting every part of our normal everyday existence. Although we must be apart from our loved ones, colleagues and customers, this is also an opportunity to innovate and get closer to our customers. Togetherness has never meant so much. '#TogetherAtHome', #TogetherApart, #TogetherWeCan. We are all in this together.

Be remembered for the right reasons

People will remember you when we come out of lockdown if you join them on the journey and communicate with integrity and empathy. Look after your reputation, put people before profit and when the lockdown eases, you will be remembered for the right reasons.

Need some help?

If you need help with crafting effective messaging or pivoting your brand voice as we enter the ‘new normal’ then email ellie@elliejanecomms.co.uk for a free, 1-2-1 consultation. After all, two heads are better than one and we are all in this together.