With the COVID-19 pandemic disrupting all aspects of life, it is critical for organizations to reassure stakeholders and continue to generate awareness. While the length of the disruption is uncertain, companies that avoid communication pitfalls and convey their messages effectively throughout the crisis will be positioned for success in the long term.
Given the rapidly changing media landscape, companies must be more strategic and thoughtful about communication than ever before. Continuing as though it is business as usual will do more harm than good. With the right mindset and flexible planning, organizations can keep themselves at the top of mind for the public and reporters without falling into communication pitfalls.
Below are tips for how to avoid potential problems and communicate in the right way during this time.
Strike the Right Tone to Not Look Insensitive
No one needs sensationalized or overly negative messages during an already difficult situation. And while there is room for positivity and hope, the impact of the pandemic must also be recognized. It is best to remain compassionate and to show organization is not tone deaf to the strain society is facing. The right tone shows stakeholders a clear understanding of their concerns and the challenges they are going through, enabling the message to relate to the current situation everyone is in.
Identify the Right Time and Place for Your Message to Prevent Alienating Your Audience
COVID-19 has drastically changed communications calendars. A press release or news announcement about a fundraising event might have seemed like a natural fit before the crisis but could now make your organization seem completely out of touch. While news is often still worth sharing, take the time to evaluate how the current situation has changed the story and if it makes sense to revise the plan or wait for a better window of time to share. However, even if your mission is not directly connected to the pandemic, your stakeholders will still want to know how your team is supporting the community and keeping operations running moving forward. In this case, outreach may be more sporadic than normal. Consider sharing news in other ways like on social media or through the organization’s website.
Try to identify the ways in which your organization’s mission relates to the current global crisis. For example, climate change and environmental conservation are directly linked to coronavirus, and there is widespread interest about the topic of planetary and human health. Similarly, the economic ramifications of the virus are acutely felt by low-income families and amplifying the unique needs and challenges of this population is relevant now.
Prepare for Remote Interviews to Evade Technical Problems
With many professionals working remotely, interviews that were once done in-person are now taking place virtually. While many of the best practices remain the same, there are technical components that require preparation. Before engaging with a reporter via Zoom or FaceTime, test the technology, find a spot that is free from distractions in the background and identify the best lighting. These elements impact the quality of the interview and help the producers who will be editing the segment.
The COVID-19 pandemic does not mean companies should be silent. Instead, it is a critical time to refine messaging and target the right audiences with communications that have the proper tone and timing. Doing so will help your organization remain top of mind and increase its ability to raise critical funding.
