Communication in the time of COVID-19

These are unprecedented times with human suffering greater than many of us have ever seen, and the waves of impact leave no one untouched. One of the most important things we can do is to mobilize the resources we have while still taking good care of ourselves, and create new pathways to offer our customers and community. In times like these, there are also important opportunities to lead, to innovate, and to use our imagination to create timely solutions to meet the current need.

Here are some suggestions for communication in a crisis:

Be a Leader.

“Do not follow where the path may lead. Go instead where there is no path and leave a trail.”

— Ralph Waldo Emerson

Now is the time for leaders to emerge. Successful ones resist the urge to react in fear but take the time to gather the resources to present thoughtful, long term solutions. In your communication, it is vital to address not just the urgent, but also the important, which will contribute to your long-term mission and help your customers the most.

Be Calm. Be Confident. See the need and create solutions where there are none.

Create a Communication Plan.

Don't stick your head in the sand. The saying "nature abhors a vacuum" applies very much here. Have the necessary conversations with your customers and offer relevant solutions, so they don’t go elsewhere or create responses independently without the benefit of your experience or perspective. Crisis communication strategies should offer a consistent and realistic response to the current situation. Actions that show a proactive solution and a posture that displays faith will prevail in the end.

Proactive and evolving communication should appear on your website, social media channels, email newsletters, Google business profile and any marketing outlet where you have a presence.

Know your Foundation.

In all of this chaos, make business and communication decisions from a place of love, not fear. It is a great temptation to roll out of bed and immediately start putting out fires. But leading out of self-reliant anxiety results in short-sighted and reactionary communication that you may have to go back and fix.

Staying in the trenches with your customers and being a compassionate voice of reason is more powerful than getting everything right. Customer CARE is just as important as customer service right now. Taking the time to understand their unique needs will help you craft solutions that are helpful and strategic.

Be Kind to Yourself.

The world is in a state of trauma right now, and that includes you. The sense of powerlessness and diminished capacity is felt by everyone. It is not a sign of weakness or incompetence. Turn off the news, step away from the computer, and tell yourself the very things that you want to communicate to your customers, community and those you love.

Creativity comes from being nurtured, and you might be surprised by what comes from stepping away and giving yourself some compassion.