For those of us in the public relations business, the last week has been a 24/7 blur of news consumption, hasty plans, and non-stop work for clients.
At the same time that we have been crafting coronavirus responses for clients, we have also been on the receiving end of messaging from our government leaders. Some of it has been good; some less so.
Whether business leaders are seeking to reassure their staff or clients, or government officials are striving to convey important health information to the public, recipients of crisis communications messages all seek similar things.
Here are the six elements that should be present in any critical communication around COVID-19.
The Truth. When a crisis is occurring, stakeholders want the facts. They want to hear the truth, even if it’s negative or frightening, from their leader or business partner. While it’s important to be reassuring, it’s equally important that the magnitude of the crisis be communicated clearly.
Today, we learned that an employee of our company may have been exposed to the coronavirus. Our employee is exhibiting no symptoms and will follow medical advice on whether he should be tested. He will self-quarantine for the next two weeks.
What Leadership is Doing in Response to the Crisis. After sharing the facts, tell your audience what you are doing in response. This is your chance to demonstrate that you are managing the crisis, not the other way around. If you are still assessing a situation and don’t yet have a complete response to share, say that.
In an abundance of caution, we have physically closed our office for the foreseeable future. It will be sanitized while we are away.
How This Affects Me. People want to know what this means for them. Is your office still open? Is my community under containment? Is it safe to go outside, to the store, to meet friends? Anticipate the questions that your staff, customers or the public will have, and answer them.
Our entire team will work remotely from their homes for the foreseeable future. We have all the technology in place to work, respond to your needs, and keep your data safe and secure. Please continue to communicate with your account manager as you always have – by phone, by email, or through our secure portal.
When We Will Hear from You Again. During a crisis, people want updates. A public health crisis like the coronavirus pandemic demands a daily update for the country. Be sensitive to any updates your own staff or clients may need. Assure them that you will reach out again, as you learn more or as the situation changes.
We will update you as we learn more or if conditions change.
An Expression of Empathy or Humanity. This is a very frightening time. Remember to include some reassurances, when possible. This is not sugar-coating the truth; rather, it is communicating a sense of togetherness and the anticipation of better days ahead.
We hope that you and your family remain healthy and safe throughout this global health challenge.
Where Can I Go If I Have More Questions? Make sure your staff and clients know who they can ask or where they can go to learn more.
Please contact your account manager with any questions you may have. Visit our dedicated COVID-19 Resource Center on our website for regular news and updates.
What are you all doing to communicate during this challenging time?