By David Eisenstadt and Carol Merry
The rapid spread of the coronavirus have required that companies the world over quickly prepare communications strategies for their various stakeholder audiences, with a focus on employees.
help them, we’ve prepared a tip list to help companies communicate proactively
and respond to client information requests.
Consider all audiences, starting with from within
uncertain times, employees will look for timely information on how your
organization expects to be affected and how it will manage through the crisis.
Coordinated, consistent and appropriately frequent communication will be
appreciated. Employees are the conduit to other concerned audiences such as
customers, investors, supply chain partners, local communities and others.
Use discrete communications
is advisable to stick to the coronavirus topic and refrain from incorporating
too much corporate strategy and goals into the communication. Empathy and
humanity are top of mind for employees. Don’t induce panic, but express how
seriously your organization takes this global threat. Continue regular business
communication but keep it separate from instructions on the crisis situation.
Leverage credible sources
The World Health Organization and Health Canada are continually providing information on the spread of the coronavirus and its status in various regions, as well as information on protecting yourself and identifying symptoms. In addition, these organizations provide Q&As and myth-dispelling information. Provide information to answer specific questions and refer to these sites where employees and others can educate themselves.
Revisit your business continuity plan
your IT, HR and facilities management teams are reviewing contingency plans,
they will probably need help to communicate them appropriately. It is important
that your communications team understand the processes that will be employed if
the business needs to close because of sickness, or if it cannot obtain
materials from suppliers or other disruptions. Keep communications consistent,
and from consistent, trusted sources.
Develop a pandemic scenario for your crisis communications plan
Review your crisis
communications plan to be sure you have a scenario that applies to the
coronavirus. Many crisis plans separate physical plant accessibility and
reputation scenarios; today’s challenge can affect both. Double-check the alignment
between crisis communication and business continuity plans. It is always best
practice to stage a crisis simulation exercise on a regular basis. A tabletop
exercise specifically devoted to the threats associated with the coronavirus
should be planned sooner rather than later.
David Eisenstadt is a partner in tcg pr in Toronto and Carol Merry is senior vice-president of Fahlgren Mortine in Columbus, Ohio. The two are part of 68 firms in IPREX, The Global Communication Platform.