Successful communication is proactive and builds trust

Crises often catch us off guard. Now is the time to dust off your crisis communication plan. If you don’t have a plan or it’s not up to date, here are some quick tips to help you communicate during exceptional circumstances:

1. If you work for a publicly traded company, remember to actively communicate with investors as well. It is better to communicate more than less. However, even in a hurry, do not publish unverified information, and especially not inside information. Always disclose inside information to the market as required by regulations. Keep your thinking clear and your focus on the long term. Concentrate on what matters, as daily price fluctuations are irrelevant in the long run. Tell investors why your company, in particular, will emerge from the crisis stronger than ever.
2. Develop a “must-win” plan for your key stakeholders. How will the emergency situation affect your key stakeholders, and what are the implications for your business?
3. Decide who will communicate what and to whom. Assign clear roles and responsibilities. Keep the team small to ensure consistent messaging and an agile approach.
4. Agree on which channels you will use to communicate. Be sure to explain how you are proceeding, when you will provide more information, and where up-to-date information can be found.
5. Proactively provide information through the channels you have selected.
6. Communicate whenever new and relevant information becomes available. Be truthful; do not make promises you cannot keep. Present the facts in plain language. Be empathetic and consider how the situation affects your audience.
7. Take care of yourself and those close to you; you can only keep going if you’re feeling well.
8. Once the crisis is over, sit down with your leadership team to review what you learned from the crisis and how you handled it. What went well and where improvements are needed. Write down your observations and lessons learned, because the human mind is forgetful.

Transparency and active communication, even during difficult times, help build trust and are also an important sign that your crisis management is working.