Communicating in a Time of Crisis

Like many of you, we have spent the last few weeks focusing on our business operations to ensure our employees are safe and there are no disruptions in delivery of service or product.  We’ve worked side by side with many of our clients to determine the right communication for employees and customers.

We wanted to take this time to share with you a few lessons learned, and points to keep in mind over the coming weeks with regards to marketing and communications.

 

// Internal Communications

Frequent communication will be key to keeping employees focused on work. No matter how you feel personally about the severity of COVID-19, others around you have questions/concerns/thoughts. Don’t leave them guessing about operational plans.

Have one central place where employees can get the most up-to-date information. That could be as robust as an intranet or as nimble as a Slack channel – just make sure it’s on a platform all employees have access to.

 

// External Communications

Be mindful of the current environment, and don’t overdo it. Provide your external stakeholders with timely, transparent updates at a reasonable cadence.

Leverage the opportunity, if appropriate. We have seen many video conferencing platforms offering extended free trials during this period. What a great way to give people access to your product at a time when they likely need it most – and they will be able to convert new clients from this free offering.

Review scheduled marketing activities over the next few weeks – including social media. You don’t want irrelevant or insensitive content to go out. For example, you may have intended a social media post with “5 tips for productive in-person meetings”.  That’s like sharing cat content with an audience who loves dogs. Take this time to really review your marketing strategy for the short term and long term.

Gartner has a great article that sums up all the points above.

Always be prepared. At this point, anything can happen and as communications professionals we are in crisis mode. We are just at the beginning and will need to continue to pivot and be flexible.

 

As always, we’re here to help.

THE BAERING TEAM

 

We have found these articles to be helpful when managing remote teams:

Fast Company // Managing Remote Teams

NPR // Working From Home But Keeping Connected

Harvard Business Review // Are You and Your Team Ready to Work from Home?

Entrepreneur // Communicating effectively during a crisis

 

 

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