Leverage Digital Media in Your Crisis Communication Plan
Why You Need a Crisis Communication Plan
It’s the nature of our world to have crises thrown at us when we least expect them: a fire that closes the restaurant for weeks, an errant employee posting from their personal social media account, or a pandemic sweeping communities off their feet. Big or small, a crisis can affect how customers perceive your business during and after the event. You want to be seen as a leader - prepared and professional - and your digital media tools will help deliver that message. Making them part of your business’ Crisis Communication Plan ahead of time will put you in control when all else is not.
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What is a Crisis Communication Plan?
There is a saying, “Any plan is better than no plan at all.” The content of a Crisis Communication Plan will vary depending on the type and size of your business, but the overall goal is that it is a pre-planned document developed by your team that outlines internal and external communications during a crisis. It is a script of actions that you and your team will practice ahead of time and exercise when then time comes. These communications are where your digital media tools come into play.
What to Put in Your Plan
Some core elements of the Plan identify (CivicPlus):
Audience - These are the customers, impacted individuals, community members, news media, local government officials. Brainstorm the entire extent of your audience with your team so none are left out.
Contact List - Beyond relying on social media, have a contact list with emails or phone numbers so that you can contact your audience directly.
Messages - Each audience will want information specific to them, especially the answer to “How will this impact me?”. Think of scenarios you may encounter and create scripted messages for each audience. This way you will not need to make up answers on the fly and while under pressure.
Social Media Strategy - News often breaks first on social media, and most users now access it by smartphone which makes their access to the news even more immediate. Identify what platforms, such as Facebook and Twitter, that your business uses and best engages with your audience. Assign your social media manager who will post verified information, monitor your channels regularly, and respond to engagement in under one hour.
Know Your Message - In a time of uncertainty, you will gain trust by creating messages that are accurate, concise, and presented in a calm tone. Do not rush to create a social media post if the information is not verifiable. Even if it means a short delay on releasing information, your reputation will go further with reliable information. During the initial phase, show empathy to others affected by the situation, inform the public of any risks, and communicate the course of action (HHS, CDC). Finally, be consistent. Plan on regular intervals of communication so that your audience is not left wondering. This is necessary even after the event has ended so that your audience can continue following your business in the “recovery phase.”
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Digital Media Checklist
In addition to communicating regularly through your social media channels, include your overall digital media footprint into the plan. Here are a few examples of a digital media checklist to have in place:
New website splash page - Your website is most often the location where the public will find information on your business’ status. Create a new splash page when they arrive to immediately provide what they need to know rather than have them hunt for the information.
Event-specific webpage - Create a seperate webpage for content related to the event rather than embedding it into existing pages. Your customers will quickly understand this is the one place they need for all your information.
Video message from leadership - This is where your business can demonstrate its leadership. A personal message in the form of a 30-second video from the owner will allay concerns better than photos or text content. Consider creating daily or weekly video updates depending on the impact of the event. Make sure these are posted on all digital media platforms.
Social media support for customers - As stated above, customers will often expect and seek communication through your social media channels. Let them know that you will be providing updates and communicating regularly here as well.
Local Example - DiAnoia’s Eatery
During the 2020 Coronavirus pandemic when restaurants were closed to patrons, DiAnoia’s Eatery in Pittsburgh’s Strip District provided consistent communication to its customers throughout its digital media platforms. Although it is not known whether they triggered a specific Crisis Communication Plan, this business demonstrated excellent leadership and communication during this stressful period for restaurants and the community. When arriving to its website, customers found a COVID-19 splash screen with concise information about the restaurant’s status and how to order food to go. A button on the splash screen led to a Coronavirus-specific webpage with what take-away food they were offering as well as how to buy gift cards.
DiAnoia’s also made frequent, informative posts to its Facebook and Instagram channels. This kept their customers engaged and up-to-date on food availability as well as their outreach into the Pittsburgh community. Professional photos of Italian dishes enticed growling stomachs of Pittsburghers who have come to know and love DiAnoia’s meals.
Conclusion
A business that demonstrates leadership in a time of uncertainty or peril will be remembered as trustworthy by its audience and rewarded with continued loyalty. Without using your digital media tools and a Crisis Communication Plan, your time will be spent reacting to the event while under great duress, rather than responding with confidence and control, and communicating leadership to your customers. Take the time with your business team to set up this plan and practice scenarios. Know how you will leverage all your digital media platforms. Update the plan annually to adapt to the community and new technology. Whether one page or 20, it will be there to guide you to the end!