10 crisis communication tips for small businesses during COVID-19
Photo / Ben Williamson
Nancy Marshall of Marshall Communications
Small business is our most important economic engine, especially in Maine. But, without a speedy resolution to the public health crisis, more than half will not survive three months.
Now more than ever, crisis communications has become a necessity. How business leaders communicate with their employees, clients and customers will play a major role in their perseverance. Communicate the right way, and we may even bounce back stronger post-pandemic.
- Show compassion for the victims impacted by the crisis. The No. 1 rule in any crisis is to show empathy for those affected. This is not the time to launch your new product or service. Now is the time for all of us around the world to symbolically come together to help people who are struggling.
- Make a network map. Reach out to those who are in your network, whether it’s your family member, that favorite customer or a client you lost six months ago. A “network map” is a visual way to picture everyone who is part of your tribe. These people need to hear from you. Keep your ties strong. But, first, figure out what those ties are.
- Make a message map to identify your key messages. The “message map” is also a way to organize your thoughts and consistently relay your message. At its center lies a key message that says what you do, who you do it for, and what the benefits are of doing it. This is your song sheet that helps establish clear and consistent communications; everyone in your organization should sing from the same song sheet.
- Keep your social media current and respond quickly to messages people send to you. If and wherever you have social media accounts, be sure to pay attention and respond to messages on a regular basis. Show you care by conveying concern and compassion.
- Spruce up your storefront. Even if your business is shut down, make sure it looks presentable from the outside. If it’s messy and in shambles, that sends the wrong message to clients and customers and makes it look like you don’t care.
- Come back stronger than ever. Imagine a brighter future. The sign of a strong leader is someone who can paint a picture of the future. We all need to show our leadership skills and help others succeed.
- Help the cause. Ask yourself: How can I give back? Think of the pandemic like a war effort, and we’re all in it together — because we are.
- Communicate, communicate, communicate. Don’t go dark! Even if you are closed for business temporarily, be there for others. Show up online. Connect with people on the phone and by mail. Again, reference your network map and reach out accordingly.
- Update your website. People are going to visit your website looking for the hours you are open, if you are even open, and the best phone number to use. This is basic information and should be right at the top of your home page.
- Stay calm. Even though it may feel like your world is falling apart, there is always someone out there with more problems than you. They need you to be calm. Better times are ahead. We will get through this — together.
Nancy Marshall, owner of Marshall Communications in Augusta and a regular contributor to Mainebiz, can be reached at nmarshall@marshallpr.com. This article is adapted from a webinar she hosted for Portland Buy Local.
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Great tips from a true PR pro!
These are really great bullets to adhere to. Nancy Marshall has done a great job of putting a calming influence with practical advice during such an apocalyptic event in our lives.
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