Communication during a crisis

Crises have the potential to disrupt a business's operations, pose risks to its employees, and tarnish its reputation. However, the impact can be mitigated by employing effective crisis communication practices. To successfully navigate a crisis, it is crucial to make swift decisions, align with various stakeholders, and coordinate efforts across the entire business team. While each crisis is unique, adhering to the following crisis communication protocol best practices can aid in coordinating a comprehensive response, from pre-crisis planning to post-crisis follow-up, thereby minimizing disruptions to the business.

THE SIGNIFICANCE OF TIMELY COMMUNICATION

In times of emergency, prompt reactions are essential to address problems swiftly. Detecting hazards necessitates immediate notification of all potentially affected parties to ensure their safety and prevent others from being exposed to harm. The urgency in crisis communication is indispensable for several reasons:

• Reducing Confusion and Anxiety: In the initial moments of a crisis, confusion prevails. Clarity and reassurance are sought by individuals, and swift communication fills this void, providing accurate information that prevents speculation and the spread of misinformation. This, in turn, alleviates panic and aids in managing the situation effectively.
• Minimizing Damage: The saying "time is of the essence" holds in a crisis. Delayed communication can lead to the escalation of damage, as seen in scenarios such as data breaches. Timely communication with affected customers is crucial to maintaining trust and preventing them from seeking alternatives. The speed of the response significantly influences the crisis trajectory.
• Ensuring Stakeholder Safety: Keeping stakeholders informed and safe is paramount during a crisis, whether it be a product recall, cybersecurity breach, or natural disaster. Timely communication is the key to safeguarding customers, employees, and partners.

Given the 24/7 media coverage, prevalence of social media channels, and the ability to share information instantaneously, immediate communication is imperative. Even without all the details, preparing a holding statement to acknowledge awareness and commitment to resolution is vital. Being clear, concise, and providing a timeline for updates can ease the anxiety of employees, customers, regulators, the media, and the community.

TAKING A PROACTIVE APPROACH

In response to a crisis, taking no action is the worst possible scenario for a company. Failing to provide details may be perceived as defensive, leading key audiences to assume fault. It also allows others to control the narrative. Instead, adopt an honest and upfront approach to the known facts and attribute responsibility for public statements to reinforce internal leadership. If awaiting more information, communicate the timeline for updates.

ESTABLISHING EFFECTIVE COMMUNICATION SYSTEMS

Effective communication requires more than just skilled communicators; it necessitates systems for message dissemination. A quality two-way emergency communication system is integral to disseminating information to employees and receiving critical updates from them. Collecting contact information, such as cell phone numbers, is essential for this system to function.

Implementing a listening and monitoring system is crucial to stay informed about feedback across social media and other external channels. Designate individuals to monitor social media, news, and flag critical items. Collaborate with safety and security teams to leverage threat intelligence and risk monitoring capabilities for early threat identification, allowing adequate time for preparation and understanding of the impact.

EMBRACING TRANSPARENCY AND AUTHENTICITY

When formulating responses, maintaining a human touch is essential. A corporate, neutral tone may be perceived as uncaring. Instead, be genuine, transparent, admit to mistakes, and convey a commitment to making things right promptly. Trust in the company or brand can be eroded quickly by responses that lack empathy or understanding.