Crisis planning through uncertainty

A global health crisis like COVID-19 isn’t something that hits on a weekend and is wrapped up by Monday. We are over eight months into this pandemic and while we’ve seen a shift in messaging a number of times, we still need to be operating in emergency response mode. 

We’re at a pivotal point in Canada where we need to be anticipating more restrictions and potentially changes to business operations. If and when that happens, what are you going to tell your customers? What are you going to tell your employees? How are you going to get the message out? And what key information or options are you going to provide them with?

And as frustrated as you may be at this point of the game, remember that how you respond in the face of adversity and challenge directly impacts your reputation. This is your opportunity to protect and leverage your brand. Show your employees, your customers, that you care about their health and safety. Demonstrate that you are taking this seriously. 

Advance planning for better success

Crisis communications planning is about organizing your key messages and your execution strategy before an emergency hits. And in this case, we mean before the next round. Side note: the Spanish flu had three waves. 

Feeling burnt out and not sure where to begin? Start by creating a simple chart and plan for several scenarios.

Column A - Scenario
Column B - Operational actions
Column C - Messaging (audience in brackets)
Column D - Platforms

Once you’ve got the high-level plans in place, then you can dive deeper into more specifics and assign responsibilities so it’s clear who’s doing what when the time is right.  

Whether in crisis mode or not, communications is designed to support the business operations and goals. By including operational actions in our communications planning, the big picture is clearer. Your teams should be working in collaboration on crisis planning, not in silos. 

The brands who work together to come out the other side of COVID-19 will be stronger than ever and better positioned for a future of success.