Talk It Out: Communication During a Crisis

By Graysen Reid

As we have seen over the last few months, a crisis can happen to anyone, at any time. Even major corporations are not immune to the challenges that can accompany a crisis. And while it may be hard to predict the effect that a crisis can have on your business, it is easy to see why communication is essential during difficult times.

When things seem uncertain, customers need connection. They need to know that you are still there and they can count on you when everything else is changing. They want companies that not only acknowledge the difficulties they are currently facing, but also provide reassurance through their situation.

The best plan is one centered around communication and effective information sharing, especially during and after a major event. You can control how often and how much information is shared with your customers. But they need to know essential information as soon as you can give it to them. Fortunately, today there are a variety of communication tools a business can use to reach out to customers and prospects.

Social media, for example, is a great way to share information instantly. A post on Twitter or Facebook can be seen by many people immediately, making it easier than ever for companies to spread information. It’s also a great way for your company to interact with customers. They have questions that need answers, and through social media you can give them the answers and reassurance that your business is working to serve them if at all possible.

As effective as social media may be, it isn’t your only tool. Consider sending emails and making personal phone calls to key customers. And making updates to your website and even writing blog posts about the situation.

We are all experiencing COVID-19 together, but not all crises are as universal as this one.  They can happen to any business, often creating unique situations unlike anything you have experienced before. Planning today for potential problems can help you in the long run and provide a guide when it seems like everything else is up in the air.

People will always remember how you act (or don’t) in challenging times. Your response during a crisis will leave a lasting impression on current and potential customers. Managing crisis situations can boost your public image, showing costumers that you truly care about them.

Our current situation has given everyone a bit more insight into the vital importance of communication. Don’t wait until disaster strikes to start developing a communication plan. Contact us, and we’ll be glad to consult with you about building a strategy centered on proactive communication.

Graysen Reid is a Dux account coordinator and social media specialist.