Communicate well in a crisis: how to avoid saying the wrong thing
A bumper crop of comms tips to help you navigate choppy waters
I really hope that you are keeping well. That your loved ones are safe and that you are all healthy.
There are many things beyond our control at the moment. One thing you can control is how you communicate.
The situation is changing constantly. These five simple tips can be applied at any time to ensure you say the right thing, at the right time. Or at least avoid putting your foot in it!
1) Don’t disappear down a black hole
Now is not the time for pursuing new prospects hard and fast with a strong sales message.
Now is the time to put your existing customers in the picture – whatever your picture looks like. Radio silence from a supplier is disconcerting at the best of times; in times of crisis, it’s even more unsettling.
It doesn’t have to be complicated. And if marketing budgets have been pulled, it doesn’t have to be done through an agency. The most important thing is that account managers, business owners, and the self-employed phone or email customers to let them know how, or if, they will continue to be served.
It’s alright not to have the answers as to what will happen next week. Acknowledge that fact and explain how you will keep customers updated.
2) Be clear
Avoid ambiguity and don’t try to conceal your lack of knowledge or certainty about the situation. We are all in the same boat. Get across the essential information in a way that leaves no room for doubt.
For example:
❌ We’re working hard to keep on serving you at this time
✔️ We are transferring all planned meetings to video call. You do not need to do anything. Your account manager will email you a link to the video call ahead of the scheduled meeting date.
3) Be specific
Closely linked to the last point, specificity eliminates confusion. Pinpoint exactly what action you will take, what action your customers need to take, and clarify need-to-know information.
❌ We’re here and ready to answer your queries
✔️ Support is available by phone from 8am – 8pm, Monday to Friday. Support via live chat is available 24/7. Before contacting us, please review our FAQs and Troubleshooting pages.
4) Beware the ‘Business as Usual’ message
Nothing is usual at the moment, so don’t pretend that it is.
Keeping calm and carrying on is great, just be careful how you convey this message. Not every business is in the same boat; many have seen huge interruption, have undertaken a complete 360° on working practices in a matter of days, or been forced to significantly reduce or cease trading altogether.
Empathy is key. That doesn’t necessarily mean being soft and fluffy, it means allowing people the space to be as they are.
By all means, share how your team has decamped to home with aplomb – remember that it’s not about you. What does homeworking mean for your client? It’s about how you are going to support, enable and equip your customers with what they need to keep going. Your customers look to you for help; even if you can’t provide that help at the moment, for whatever reason, reassure them about how you will do so in future.
5) Review existing communications
Even content or copy that you created a few days ago. The situation is changing so rapidly that a message which was appropriate at that time may be totally inappropriate now.
What to look out for:
Anything which contradicts official guidelines or restrictions – content about face-to-face meetups, networking or socialising in the here and now are a complete no-no. It’s your judgement call on these things in relation to the future. I have seen posts which assume that the glorious moment when we can reunite will be in the summer. I’ve not made up my mind on this. While the aspirational, emotive copy is great, the length of the road is yet unknown, and if we are locked down for longer than expected this could backfire or make people feel worse. Take your own decisions and exercise caution
Me, me, me – your communications should avoid this at the best of times. At the worst of times, content which is overly self-congratulatory or which does not acknowledge the sensitivity of the current climate is unlikely to go down well
Obliviousness – the world has been turned on its head. Life does need to continue, yet messages which completely disregard the current climate are a lead balloon
Poor taste – I hope I don’t need to say much on this. If you have to stop and think whether a message could be received poorly, don’t go there. Better still, ask someone else to cast their eyes over your words, even if you think the messaging is fine. That way, you can feel more comfortable knowing that your words land in the way you intended
Where to look:
Social media – if you have campaigns scheduled, go back and review, remove and alter anything that doesn’t chime with the current climate
Email marketing – likewise, check the campaigns in your plan and look at altering them appropriately. Double-check scheduled emails
Telephone campaigns – review the content and whether this is the right time to call prospects. Discuss alternative ideas with your team or external telesales provider. Can they help you update customers on the action you’re taking, for instance?
Content marketing – the content you’ve created, or had planned to create, for this year may no longer be relevant. Review, and look at ways to repurpose content if you can. Make sure it’s in keeping with the current climate, as outlined above, and review regularly to ensure you’re giving the best help to clients which is in line with all official advice
More support for businesses
Practical support – from myself
I recently hosted a webinar, ‘How to communicate well in a crisis’, where I covered the issues mentioned here in more detail. On the webinar I went through what to say, what not to say, and the pitfalls to avoid.
If you didn’t manage to catch the live show, you can watch the recording:
If you have any questions, or if there’s anything you would like to see covered in a future webinar, email me: laura@greatcopymatters.co.uk. I’ll acknowledge your email within 24 hours, excluding weekends.
Practical support – from others
Bristol Media has collated offers of help and support from across the creative community. Whether you work in the creative industries, are wondering how to maintain communication, or you’re simply wondering ‘what next?’, it’s worth taking a look. Lots of practical help on offer
Are you a journalist? Do you know someone who is? Loads of practical information here; some free content, some behind a paywall
Entirely impractical, but flipping lovely all the same
Sir Patrick Stewart is reading one of Shakespeare’s sonnets each day for the duration that we’re locked down. It probably won’t do much for your bottom line. Though it might just lift your spirits! Follow #ASonnetADay on Twitter
Please do let me know if there is anything I can do to help. Even if it’s only to chew the fat, bounce ideas around or have a rant! Copywriters might not have the medical, scientific or nursing skills needed right now. However, we are excellent listeners – it’s literally our job! As individuals we need our networks now more than ever, so please don’t be afraid to get in touch.
Wishing you a healthy and happy weekend.
Your words matter. Use them with kindness.
Laura