Answering Your COVID-19 Communications Questions
Since the COVID-19 pandemic really ramped up in the United States last month, Three Box started fielding many questions from clients and communications professionals about appropriate response. It’s a crisis unlike anything anyone has ever seen – and brands are moving quickly to take the right next steps.
Three Box is here to help. We asked for your COVID-19 questions, and below I’ll walk through answers to a few of the most common we’ve received. (Click here for more COVID-19 posts and resources.)
COMMUNICATORS ARE ALWAYS CHALLENGED WITH PRESENTING QUANTIFIABLE RESULTS TO EXECUTIVES. WHAT ARE SOME PRACTICAL WAYS WE CAN REPORT OUR WORK (AND WORTH) RIGHT NOW?
This is, by far, the most common question we get. Leaders are navigating uncharted waters, and they’re looking to communicators for thoughtful analysis and information during this time. COVID-19 developments are shifting by the hour, and leaders often don’t have time to keep up, communicate the impact to their teams, and run their businesses at the same time.
Communications teams can step into the role of business and market intelligence for its leaders. Develop a daily digest that reports on brand news, competitor news and the latest developments that impact your business. Include brief, but thoughtful, analysis and serve as a trusted advisor on trends and best practices. Results may be less focused on ad value and placements and more about useful intelligence to help leaders pivot as needed.
WHEN IS IT APPROPRIATE TO ASK FOR HELP FROM THE COMMUNITY TO SUPPORT BUSINESSES AND THEIR EMPLOYEES?
It’s always appropriate to encourage the community to frequent small businesses and encourage first responders. However, consumers generally aren’t impressed – or are even put off – by specific calls to support a large company and its employees. Millennials, in particular, expect that corporations will take care of their people. Instead, express genuine concern for your employees and highlight what you’re doing to care for them in this difficult time.
WHAT ABOUT BUSINESSES THAT ARE SEEING NEW REVENUE OPPORTUNITIES AS A RESULT OF COVID-19? IS THERE AN APPROPRIATE WAY TO PURSUE THOSE AND COMMUNICATE ABOUT THEM?
Many organizations and individuals need specialized help to weather the COVID-19 pandemic. If your company provides a product or service that can assist others in need, it’s both appropriate and smart to offer it to others who can benefit. However, it’s all about how you market it. Begin with empathy. Be sensitive to your audience’s situation and what they may be facing this moment. Share true care and concern, with an authentic desire to help. Customers appreciate brands that are transparent and thoughtful – not just out for recognition or to make a buck.
WHAT ARE BEST PRACTICES FOR COMMUNICATING WITH INVESTORS AND STAKEHOLDERS?
Investors will want to know the financial impact of COVID-19 with as much detail and as quickly as possible. Transparency is key here. Prepare the facts and organize clear communications channels to share information with investors through regular updates. Convey what steps are being taken to protect the business today and into the future. Show scenarios and how you are preparing for each circumstance. Communication can reassure and build confidence with your most critical audiences. In the end, nearly every business in countries all over the world are facing similar situations. We all are in this together.
HOW DO YOU STRIKE A BALANCE BETWEEN EMPATHY FOR EVERYONE'S CHANGING SITUATION AND TRYING TO ENSURE BUSINESS KEEPS MOVING FORWARD?
With a wide-spread, rapidly shifting issue like COVID-19, everyone has been affected in some way or another. And yet, businesses must continue to move forward as best as they can in order to survive. The key is to keep both priorities balanced in tandem. Employees appreciate clear, consistent and honest communication about the situation. Most employees understand the realities of business and can appreciate that global decisions can affect individuals differently. It’s important to approach business communications with both facts and compassion to balance competing interests of your people and the health of the business.
EMPLOYEES ARE NOT ONLY WORRIED ABOUT THEIR HEALTH AND THAT OF THEIR FAMILIES, THEY ARE WORRIED ABOUT THEIR JOBS. WHAT IS THE BEST STRATEGY TO HANDLE THESE CONCERNS?
Acknowledge their concerns and do your best to provide resources to help them through the uncertainty. One-on-one meetings, town halls and team conversations can create spaces for people to share their concerns. Regular internal communications should proactively highlight what the company is doing in response to COVID-19 and its effects. Give your employees both proactive and reactive communications that keep them informed.
If furloughs and layoffs become necessary, communicate them clearly and humanely. Give people dignity and address affected individuals personally, as much as possible. Structure severance packages that care for their needs as finances allow. And, above all else, be sure your corporate values are upheld every step of the way. Remember, the remaining employees will be watching, too.
You may also have questions about how to appropriately communicate during the COVID-19 pandemic. Contact me and let’s talk. I’d be happy to provide a free, 30-minute consultation and address your specific questions.