Corporate Communication in a Crisis: Five Touchpoints

There is no greater example of the need for communication in a crisis than the events of the past seven months during the Coronavirus pandemic. Every organization, large and small, was forced to talk, at the very least, about the impact on operations, staff, and customers being served while managing the massive amount of information coming from local, state and federal sources. 

Consider these five touchpoints the next time you are tasked with creating formal crisis communication:

ISSUE: At the outset of the communication, state the issue as clearly as possible and use language that is easily understood by everyone.

FACTS: Make certain that the information you give is based on facts and explains the current state of the organization as it relates to the issue. The better you can communicate the facts as you know them and how they relate to the issue, the easier it will be to move to the next critical aspect of your message.

PROCESS: Given the issue and the facts, what changes and what stays the same about the operations of the organization. Set a clear roadmap for impacted staff and tell them what to do and what they should refrain from doing. In times of crisis, most people want to help and do what is best for the organization and community. By providing clear guidance and setting expectations, people will perform more effectively. 

TIME: Typically, in a more stressful environment due to a crisis, people function more productively when they know new and updated information will be forthcoming. Set clear expectations about when you will provide a status update and then make sure you do not miss those deadlines. Even if there is nothing new to report, communicate that and again, provide any additional news as to the timing for the next round of communication. 

GRATITUDE: Especially in a crisis, share your gratitude for leaders and staff and their commitment to the organization and the customers served. Embedded in your closing, always express appreciation for the care, concern and work taking place to continue operations and address the issue at hand. This creates calm and reinforces collaboration and teamwork.

Of course, there is always more information that can be included in your communication, such as pointing out a web address for updates and FAQ’s, or even a hotline for questions and concerns. No matter what you choose to include or exclude, these five touch points should provide a framework that will enhance your ability to effectively manage and communicate in a crisis.

For more information or to discuss your corporate communication needs, contact me at susanna@fiercomnsulting.com or visit me on the web at www.susannafierconsulting.com.