For Once, “It’s Not About Me, It’s About YOU!” – When it Comes to Reopening Your Business, Focus on Their Needs First!

Many parts of the country are emerging from the “red” stay-at-home orders and into the slightly more relaxed “yellow” safe-at-home orders. This distinction is critical for individuals and businesses alike, as we’re slowly working our way back to a more familiar way of life. (But what that will be is really still anybody’s guess!)

Many businesses which were deemed non-essential, and therefore have been closed for an extended period of time, are in the midst of a transition back to work. (Congratulations if you’re one of those businesses, by the way!) If you are revving up for a reopening, you’re certainly preparing to meet new operational requirements to ensure the safety of your workforce, customers and/or clients. If you’re putting in all that brainpower and operational elbow grease to make it happen – and happen right – it’s in your best interest to communicate it just as well. 

We’ve all heard “it’s not you, it’s me” at some point in our lives, but in this situation, it is you, as in, the focus here needs to be on your workforce and your customers. The goal is to put those audiences at the center of the messaging – taking into account their needs and their concerns – because if not, your message and all your hard work will be lost. 

And even within those groups, you will find people with varying levels of risk aversion. It’s crucial your messages satisfy everyone – from the person who couldn’t care less about wearing a mask to the germaphobe you may not see for several more months.

So how do you do that? Yes, this transition begins with operations, but your communications team needs to be a part of the conversation from the beginning. 

We’ve already begun helping clients craft their critical, empathetic messages. Here are a few tips to get you started on yours. 

Start With Your Team

It’s your own workforce that needs to be informed from the outset of everything you’re doing to protect them. So tell them what that is! S-P-E-L-L out the steps you have taken (and will continue to take), and the financial investment you’ve made, to ensure their safety. If it works for your business, engage the team in the reopening discussions, and allow them to share thoughts on how to reopen safely. That engagement is not only the right thing to do, but it will go a long way in solidifying their loyalty to you and the business. 

But before you get to the how, focus on the “how are you?” Show empathy for what they’ve been through, show caring about their health and the health of their families, and reassure them with the details about what you’re doing to ensure they are healthy now and stay healthy once they get back to work, so that your reopening is successful. 

Consider having the senior team call employees directly if your staff is of a manageable size. A phone chain will connect people to people, something we’ve all been craving, and that chain can continue down throughout the organization. (Just make sure the messaging stays consistent – use printed talking points!)

Reassure Clients and Customers

Once you know your staff is comfortable and covered, think about your customers. What are you doing to ensure their safety, as that will impact how soon they get back to your business – if ever – and we know you want them back! 

As someone who is asked to respond to the press after dicey events, my initial message is often along the lines of “the health and safety of our team and our customers is our first priority.” If that’s really true, then everyone needs to understand what you’re doing to live by that mantra. You need to walk the walk, not just talk the talk!

You may also have to address specific questions. Here are a few to consider:

• How often are you cleaning?
• What products are you using?
• Explain the safety of your supply chain.
• Will you be requiring masks and gloves?
• How close will workers need to be to the customers?
• What additions have you made to keep people at a safe distance from one another?
• What has changed with appointment times?
• Are you still taking cash?
• How many people will be allowed in at a time?

Get the Word Out

Individuals are engaged by different types and styles of communication. Plus, it’s common knowledge that people don’t really see your message until he or she personally has a need to know. A famous example is from a former boss of mine who says that there are ads for cars in the newspaper and on TV every day, but you don’t notice them until you need a car. True dat!

With this in mind, it’s important to communicate with your team, clients and customers in a variety of ways and across multiple channels, so when they are ready to return to you (and they will be!), they can find your message on whichever source they trust most. As I say, use them all so that one will shine through when the time is right. 

Update Your Website

Sometimes the most obvious place is overlooked, and you guessed it, it is your website. It’s your forward-facing, available-all-the-time business card, and it’s absolutely where people turn to see what’s happening with your business. Tell them right on the homepage; don’t make them search the whole damn site. This is news, people. So don’t bury the lead!

Share A Video From the Leader

If there’s a silver lining in this mess, it’s that we get to see everyone’s living room, office, and even Chris Cuomo’s basement! Have your leader show real humanity by recording a video on his/her phone and posting it – if you have a leader who can express empathy and concern. (And who knows how to do a video on the phone, just don’t ask me to walk them through it!) 

If your CEO isn’t comfortable with this approach for the general public, consider this platform as a resource for employees only. It can be a real gem of a connection. 

Use Social Channels

Use your social channels – each in the appropriate way for the audience that will be there – to tell your reopening story. Use photos on Instagram, longer posts and articles on LinkedIn, and a combo for Facebook and Twitter. As they say in “The Producers,” if you’ve got it, flaunt it!

Email It!

Don’t underestimate Constant Contact, MailChimp, or any other email marketing tool you use to connect with your customers. Draft a series of three reopening emails, each with messages that build upon each other, and discuss how to parse them out to make the biggest, most memorable impact with a communications expert. They really do work!

Remember Snail Mail?

Ahh, remember the good ole days of getting mail? Like an actual letter? On paper? I do! And honestly, I still like to get some information that way. Again, the golden rule (to go back to the beginning) is to consider the audience first and how they like to be engaged. If you serve a population that may appreciate a warm letter about all you’re doing to keep them safe, take the time to write it and invest in printing and mailing. You won’t regret it. 

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So there you have it. We’ve weathered so much of the storm, and we know we’ll come out better, stronger, and smarter in our fight against COVID-19. It may feel scary, or even risky, to think about reopening right now, but that day will come eventually, and we want to make sure you’re ready.

If you and your business are still located in the stay at home area, here is a blog post and a webinar with a few tips on crisis communications. In the meantime, stay safe, stay healthy and stay sane!