We have just experienced a series of intensifying crises. From Brexit, the COVID pandemic and the war in Ukraine, there is a fast succession of unprecedented and world-changing events, catching us by surprise and putting communicators in a very difficult position.
The most frequent reaction in the immediate aftermath of the crisis is to stop all communication, as there was no plan for this event, and people are unsure what to do next. However, our experience is that these crises are some of the most important moments in the life of an organization, and a critical time to communicate about your core values, your beliefs and your role in society.
Silence in some cases can be the worst of all possible decisions – even if it might appear like the easiest choice.
So what can we do, to be ready for, adjust and adapt to these fast and dramatic events? Here are our tips:
- Be prepared. While it is impossible to be prepared for all these individual events, it is important to have a mechanism in place for addressing a crisis. This includes: defining what constitutes a crisis, determining who needs to be involved in preparing or approving a crisis response plan, then preparing a communication plan with key content that can be adapted and communicated with a fast and effective approval system. Scenario planning is also a way to anticipate a broad category of events that we can prepare for without ever knowing the specific nature of the crisis. This can be a natural catastrophe, scandals, terrorist attacks, wars, and any other type of conflict or momentous event.
- Once you have a team in charge of crisis management and have defined protocols to address the crisis, communicating is more important than ever.
- Why? Because in times of crisis people are desperate to have information about how leaders and organisations are responding to the crisis. They want to know what you are thinking and what role you plan to play in the situation
Looking at social media, here are some key steps:
- Social listening to learn about what’s happening in the world and your industry, as well as what people need from your organization and are saying about you online. Understanding the questions asked by the public and by your stakeholders is critical to be able to address them.
- Provide support for people who need help or information – this is the fastest way to address the uncertainty that happens in these moments. Even if you just say that you are deeply affected by the event and are looking at the best way to respond, it is better than radio silence.
- Don’t disappear, continue the conversation.
This will lead to strengthening trust and connections with your stakeholders.
How best to adapt your communication is a step-by-step process and our team of experts can help you and your team face these uncertain and challenging times.
If you want to discuss your unique situation, please let us know and we will share our perspective and experience to help you adapt and engage in the right way.
On our weekly #FridayLive show, we discuss these topics with our guests
What we advise our clients is, first of all, to think deeply before getting involved in the conversation because it has to be something that they are deeply connected to, and that fits their values. There is no point in making a statement that is generic and artificial.
Phil Weiss, ZN CEO (watch episode)
After the shock we are doing two things: one is politically, we are trying to act to favour peace, keep the dialogue and keep being engaged. The other aspect is for the community to support students now becoming refugees in the rest of Europe, as well as researchers and professors.
Christel Vacelet, Communications Director European University Association (watch episode)
If you are not adding value to the conversation, stay out of it. No one is expecting every single business to have something to say about a conflict.
Rowan Emslie, Director of Communications CATF (watch episode)
People are realizing that it takes a lot to be good at social media. It used to be seen as an intern type of job, but you’ve got to deal with reviews, get the messaging right, do PR for company, and it’s starting to get recognized.
Chris Powers, Director of Communications EURACTIV (watch episode)
I think Ukraine is winning the social media war but I’m not sure if the Russians are playing that game and if they are part of that competition over public opinion. I have a feeling that the Russians are completely oblivious to it.
–Dan Sobovitz (watch episode)
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