Marketing has changed in the midst of the current COVID-19 coronavirus outbreak. While we often focus marketing activities on tactical strategies to build awareness, frequency of purchase, and other brand growth measures, this crisis forces us to dust off the less-often used area of “crisis communication”. Marketers play an important, vital role during difficult times. While companies take bold actions to protect their employees and families, and continue to serve their communities (large and small), marketing and communications experts must serve as ambassadors, conduits between company, brands, and consumers. Consumers are looking for comfort and certainty, rather than for a company to maintain a low profile.
Here are the building blocks of crisis communication:
1. Crisis communication plan — Every company should have a crisis communication plan; ideally, thoughtfully planned and written without a crisis on the horizon. If you don’t have one, set some time aside to outline such a plan.
2. Crisis communication operational procedures — Identify, assign a decision-making task force. This body should assemble, select a spokesperson, determine their decision-making process needed to react and respond to customers and consumer seeking information, and the frequency with which they should meet.
3. Monitor media outlets — Utilize a dedicated team and monitoring service to watch media channels (traditional and social).
4. Action/Reaction time to address customer concerns — Timing is critical. Depending upon the nature of the crisis, be prepared should the need arise for official daily statements, while fielding and replying to individuals throughout the day.
5. Look for opportunities to build consumer trust — Reinforce the company’s vision and purpose, especially as it relates to the immediate community.
Keep it simple, authentic and focused on safety of consumers and employees while building on the mission of the company and its values.
