Best Practices for Crisis Management
Empty offices. Cancelled events. A slew of layoffs. The outbreak of the coronavirus (COVID-19) is negatively impacting businesses across the globe. And as we all work together to find solutions, today’s brands are of the front lines on the crisis. Navigating the coronavirus crisis means you must have a clear and concise crisis management strategy. Here are 7 tips that MarTech Advisor recommends you try:
- Assemble your team
Crises are impossible to predict, but you should always be prepared. The first step is to have a crisis management team at the ready. Ideally, your team should include both executive members and in-house marketers, or a PR agency. They are responsible for all communications that go public.
- Protect your people
The main concern with COVID-19 is just how quickly the virus spreads. Protect your employees by having them work from home. If that is not possible, reduce their working hours. Make sure all employees have access to the correct information.
- Evaluate & Plan
Assess and evaluate various situations that occur during the crisis and how they impact your investors, suppliers and vendors. Plan how you will react to each possibility, and have responses mapped out for each. Preparing beforehand will allow you to communicate timely and effectively. Your responses should include the steps your brand is taking to overcome the situation.
- Communicate with customers
Update your website with posts about how your brand is managing the crisis. Send out email updates. Communicate with your customers in real time through social media. Listen, and respond. Have your crisis management team ready to squash any potential rumors.
- Develop Marketing Contingency Plans
Along with a well-thought out communication plan, you need a marketing plan. Expect business to fluctuate. Predict both short- and long-term market behavior based on the current market situation, and plan accordingly.
- Find Virtual Alternatives
Many aspects have been affected. Events being the main one. Large group gatherings are discouraged, which has caused many events to be postponed or cancelled. Find alternatives to stay top-of-mind during the crisis. Make your live event virtual using one of the many online tools available. Keep connecting with people, even if you cannot meet in person.
- Prevent the spread of misinformation
There are already multiple conspiracy theories about COVID-19. Do your part to stop the spread. Misinformation breeds fear. A good crisis management plan should foster hope and resilience. The message: “We will get through this together.”
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