More Insights on Handling Crisis Communications – ‘cause this is the real thing!

Good Friday and Easter are in the rear-view mirror, Passover ends later this week, and we’ve now lived through many cherished, annual celebrations in very different ways.

In late March, I shared insights in a blog with five tips on handling communications in a time of crisis. The tips were meant to help you and your business prepare and craft your own communications strategy in the shadow of COVID-19. 

But in the three weeks since, there’s been so much more to add. My latest advice is listed first, and then if you’d like to revisit the original five, keep reading as we’ve added some additional information to each of them.  

Know your audience!

When drafting communications during a time of crisis – or any time – it’s the audience you must think of first!

If it’s an email from the CEO for people who work in a warehouse or a mass production facility, use language they can relate to, and if appropriate, go the extra mile and translate it into another language if the bulk of the population are not native English speakers. Don’t speak down to them; just put yourself in their position and think about what they want to hear and need to know now.

If you’re writing a media statement, the language will be different. And if you’re communicating with your leadership team, your clients, or vendors, communications should be different for each and every one of them. 

It’s critical, and audaciously courteous, to think about these different audiences and draft messages, emails, and statements accordingly. 

Cash may be king, but leadership rules.

We’re all guarding our cash, true. But what matters today is leadership. Are you, as the CEO or senior executive, speaking often and with sincerity to your team? You should be. Look at New York Governor Andrew Cuomo. No matter where you stand politically, we can all agree that his communication style is authoritative, honest, and reassuring without being sappy. He has brought clarity and calm these past weeks to so many who need it. 

Communications needs a seat at the table.

An age-old issue for public relations professionals has been having a seat at the leadership table. If there’s one thing I know, it’s that operations leaders need communications professionals and vice versa. Communications teams can’t and shouldn’t be making operations decisions; operations folks shouldn’t handle communications. It’s the collaboration between the two functions that makes a difference.

Consistency, Clarity, & Candor

Let’s get back to Governor Cuomo. He’s speaking consistently, clearly and with great candor every day. People look to their leaders for empathy and understanding in difficult times, and he is delivering. Be sure your regular communications have a consistent voice and share information that’s new, needed, and honest. There’s no need to sugarcoat; we’re adults. Tell it like it is, and remember that a dose of empathy and understanding – with a little humor thrown in – can go a long, long way.

Correct the media if they get it wrong.

There has always been a race to be first out of the gate with breaking news, and as a result, the media doesn’t always get it right.

If you’re quoted incorrectly or don’t feel you or your company received fair and balanced coverage, pick up the phone and ask for a correction. Those reporters put their pants on one leg at a time too, and if you gave them a statement or a quote and you feel the coverage doesn’t accurately reflect your perspective, reach out and call to calmly and politely explain your position and ask for a correction or clarification. The worst they can do is nothing, but at least you did the best for yourself or your company. (And as an aside, it usually works!)

Use your connections.

So much of life is about connections, and if you are lucky enough to have them in the media, use them – but only when you really need to.

One of our clients was recently the subject of an inaccurate tweet and I was able to contact a local newsroom and tell them just that. I was fortunate to have a connection there, but let me be clear that this wasn’t about a favor. The tweet was untrue, and rather than have the newsroom waste time and resources to pursue the story, I was able to give them accurate information. They were appreciative – and so was my client. 

People, it’s all about perspective!

A story about your business can seem really, really nasty when it’s your business. But as I like to point out to clients regularly, try to look at the story from the outside in.

Will that one story (and we try our darnedest to keep them to a one-day story!) make a difference for customers, clients, employees, or vendors with whom you’ve built trust over the years? One of the hardest jobs of a PR person is to talk the leadership off the ledge about “bad” coverage. Sometimes, just sometimes, you have to listen to that line from Frozen, “Let it go, let it go!”

We were recently used as the outside eyes to give perspective to a rapidly changing and ugly situation. Our two cents made a difference on the inside and out. It’s really difficult not to take things personally when it’s your business, so please, consider enlisting the help of those outside your business who have expertise in communications and are confident in their experience to share best practices. 

Prepare for the worst.

My usual optimism has shifted to realism, and if you’re not thinking ahead now, you’re already behind. Without a doubt, one of your employees is already impacted by this virus – either sick themselves or caring for someone who is. 

You should already have statements prepared – for your employees, your customers, and the media, if required. Then take it one step further. Figure out if and how you’ll share the news if someone dies, because there’s a chance someone will. (And please, don’t forget HIPAA!)

Then consider all the scenarios that may also occur. What if you can’t deliver your products or services to your clients because of a supply chain issue? What if the majority of your workers get sick and can’t work? What if demand exceeds supply? The list goes on, but thinking ahead – and writing ahead – will save time down the road.

If you have an in-house resource to help with drafting the communications, terrific! But please have a back-up plan if that resource can’t work. Do you have an external resource on call? If not, now’s the time. (Actually, four weeks ago would have been better!) Think of it as an insurance policy. It is.

Finally, you. What’s the backup plan if you, the business owner/leader gets sick?

When the media comes calling, you owe them nothing.

Your employees and your customers are your “clients,” not the media. With the COVID-19 story in particular, news moves fast. Really, really fast. I’ve never recommended giving a “no comment,” but if you don’t have a statement prepared, or just don’t want to make one, don’t return a call from the press. The worst they can say is that you can’t be reached for comment. Trust me, I’ve been in their shoes.

There are all sorts of media strategies to use to prevent your organization from being ‘the big story on Action News.’ Find a resource who can help you think through when, how, and if you’re going to respond. 

Over the past few weeks, our strategies have worked time and time again. Is it always perfect? Nope, but we’ve had some serious wins recently. 

Work quickly; proofread twice.

God bless you if you’re fast at both thinking and typing. During this COVID-19 nightmare, turning content and communications around quickly is key. Think, write, read, re-write, edit, proof. And then proof again. Speed is great, but accuracy equals credibility.

Don’t be afraid to push back.

If you’re a communications professional who reports to a CEO, CHRO or CMO, trust your instincts and don’t be afraid to share your perspective based on your years of experience. I believe in complete collaboration, but I bet most of you would agree that now is not the time to toot your company’s horn unless it’s in support of the fight against COVID-19.

To be honest, I’ve been a bit taken aback by all of the tone-deaf marketing that’s happening around me. (Note to Eddie Bauer – please stop. I don’t care about my next fleece jacket right now.)

Use the tools!

I thank the universe for video conferencing every day! It has saved my sanity and kept me even more closely connected to our team, those we serve, and those we love. (Thank you, Zoom!)

We’re also using the hell out of Google Docs and I know many are now using Microsoft Teams. Rather than send versions of statements back and forth and back and forth, use a tool and collaborate online. Godsends, really. 

Stay connected and be kind.

No matter your role at an organization, make a daily list of 3-6 people you’re going to call and check on at your own company and among your clients or vendors. Don’t email; pick up the phone and ask how they’re doing. Everyone is scared. Everyone is exhausted. Everyone needs a haircut. And everyone loves a call.

Need us? Want to bounce something off us? Please, call. We’re here and in times like these, we want to do our part. Don’t hesitate to let us help you in any way we can.

And if you’d like even more information about crisis communications, download this guide.

Stay safe, stay home, and stay sane. (We’re trying real hard for that last one!)