We are all working through these unprecedented times, attempting to conduct business-as-usual as much as possible. At Wired Island we feel lucky to have a still-active client base (even if they are mostly working from home!) and a team experienced in remote working to keep our eye on the ball. Even if you are able to keep your business relatively on track while following government and CDC guidelines, most stakeholders are expecting some sort of adjustment or acknowledgement. Several of our clients have asked if they need to communicate about COVID-19 and the best way to do so. While there is no case-study or best practice to look to on this one, we think a few valuable crisis communication lessons can be applied.

Identify Your Key Audiences And Where They Are
These two steps are a key part of any marketing strategy, but come into focus even more when dealing with sensitive topics. Your employees versus your customers versus your investors may have different questions. A general crisis communications rule is to lean towards more over communication rather than waiting. We understand that the situation is changing every day, and therefore your decisions may change, but waiting to communicate could add even more tension to these stressful times. Identify the information each audience needs.

You also need to decide what channels you will use to communicate. Social media and employee chat platforms are a good option to be able to give frequent updates. Keep your web site up to date with dynamic information. If you are announcing a closing or something more serious, you may want to consider email or something more formal, such as a public statement or press release.

Identify Spokespersons
It is critical to have information come from a select group of approved (and, ideally, speaker-trained) sources during a time of crisis communication. While many businesses are not yet finding themselves in crisis mode, we have already seen the harm being done from misinformation about COVID-19 online and on social media. The same can be applied to your business if your stakeholders are left to speculate about various business decisions. Having communication come from one key source like HR or your CEO, will give stakeholders confidence in the message and therefore their situation.

Form A Response
We do not have a checklist of things your business needs to address when communicating about COVID-19, every situation is different based on geography, company size, industry and more. Your stakeholders want to know that you are putting their health and safety first, and are monitoring the situation closely. Make sure your actions reflect what you say, another big lesson in crisis communications.

Now is the time to make a plan and formulate a response for if your business were to be directly impacted. This is not to create panic, but to be prepared. We work with many great clients during times of success to plan for not if, but when a crisis communications plan will need to be activated.

Go Old School: Pick Up The Phone
As many companies shift to a work at home model, there are new social and communications dynamics to understand. Unlike in an office setting where physical interaction, even just a random passing in the hall, gives you reassurances of a person's well being and presence, working remotely can be lonely and not offer the instant satisfaction of live contact. Email and text messaging is great and efficient, but sometimes a human connection - voice-to-voice or a video chat, can make a world of difference in clear communications and empathy during these difficult times. So go ahead - pick up the phone and call a colleague, your boss, a customer, or partner.

As an international business ourselves, we are working with clients in all different circumstances around the world. We know this is a confusing time, and we want to let our Wired Island clients, partners and friends know not to hesitate to reach out with any questions or communications needs. A final reflection on our crisis communication lessons is to not feel like you have to have all the answers. Especially in this unprecedented time, your audience is not expecting the perfect response. We hope this will not hold you back from communicating often and well.