Developing a crisis communication plan for COVID-19 and beyond

Businesses around the world are discovering the importance of a good crisis communication plan. No matter what industry you’re in right now, you’ve likely been affected by coronavirus on some level. But even without a global pandemic, having a crisis communication strategy in place is just smart. To help with that process, BOLD has broken down the steps to creating a communication plan:

Current Status

Identify what is known about the situation; what needs more understanding; what can be said; and what should not be said.

Timeline

Develop a communication timeline for each pertinent audience as appropriate (including internal and external audiences). Include transition of messaging based on a specific milestone or change in spokesperson. Identify when to transition from quick media release to full disclosure.

Messaging Strategy / Positioning Statement

Develop a message platform that creates the base for all audience talking points/messaging and provides consistency throughout all communications. The actual words are different for each audience based on your Circle of Influence (identified in the link below)

All information should be factual, but the inner rings of your Circle of Influence should receive information first, most often and in full disclosure. Determine what the strategy for message dissemination with each audience should be, as well as a positioning statement to serve as a quick “elevator speech” answer to be used as appropriate.

Audience Talking Points

Develop talking points for each audience within the Circle of Influence. This messaging may be repetitive in nature. The goal is providing consistency in messaging to maintain message integrity, through careful scripting of all audiences.

Format / Process for Updates

Develop a process for receiving and communicating updates, validating the updates for accuracy and approval, and release of information to appropriate audiences in the appropriate message format. Consider what mediums to use:

• The media
• Social media
• Company website
• Onsite signage/message boards
• Email
• Mailers
• Other dissemination platforms

With these processes in place, your business should be better positioned to weather any communication storm that arises. If you need assistance with corporate communication or other business support, we’re here to help. 

Dana Thomas is the President and Owner of BOLD, a Midwest-based growth firm that partners with businesses and nonprofit organizations to maximize outcomes. She specializes in crisis management, business consulting and public relations. Contact her at dana@getboldmarketing.com