Recently we’ve had several events that have forced our businesses to act differently than normal. Whatever the reasons, it’s important that we take part as a leader in our communities.
Solid communication to our clients and prospects is completely expected and appropriate during turbulent times. We are all looking outward to friends, family, and community leaders to help ease our pain or to give instruction/motivation. This is where you can (and should) play a role.
We can’t tell you what to say — what you say will come from your beliefs and your plans. But there are some right and wrong ways to handle crisis communication. Here are three things to avoid in crisis communication:
Don’t be late
It’s important to act swiftly in a time of crisis. The longer your audience has to wait, the harder it will be to hear your message. The waters start to get cloudy, and they may move on to other sources. Stay at the forefront.
Don’t overreact
That said, don’t force out a message to your group without thinking it through. You have to be informed enough to make your plan before relaying that to the world. Make sure you have thought through any policy changes, statements, or business offers before launching the communications.
Don’t try to be a newsbreaker
Many businesses try to break news for their followers, but end up spreading misinformation or unnecessary panic. Let reputable news outlets break the news. You can simply state how you plan to operate during the crisis or make your stance on the current events known.
Above all, be yourself and have genuine care for your community and your clients. That will come through loud and clear as you thoughtfully communicate with them during a crisis.