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Ten Crisis Communications Tips for Small Businesses During COVID-19

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Ten Crisis Communications Tips for Small Businesses During COVID-19 Ten Crisis Communications Tips for Small Businesses During COVID-19 Nancy Marshall, the PR Maven® Ten Crisis Communications Tips for Small Businesses During COVID-19 Many businesses and organizations have chosen to go dark during COVID19. They think people aren't paying attention, and that it's too difcult to cut through the clutter of the non-stop news and updates on the virus and governmental mandates. So they're not posting anything new on their website or social media, and they're not issuing press releases or buying ads. Now is not the time to go dark. Now is the time to shine the light on others. It's time to serve your audience, whether your audience consists of a classroom of third graders or a million fans of your brand. And it's time to show your humanity toward those who are suffering because of this worldwide health crisis. If you have something to offer your audience, now's the time to share it with them. Run your offer through the lens of service Can you serve your audience by: Giving them hope? Selling them a product that they can use now, or that they can use as part of their post-COVID19 life? Educating them about something they're interested in learning? Entertaining them with a song, a performance, or a story? Giving them a respite from all the serious news with a good belly laugh? People are in their homes and consuming more media than ever before. They're watching more television shows and movies, and surng the web more than ever. During this time at home, they are going to create new habits and new relationships and allegiances to brands. Now's the time to make sure you are positioning your brand to be relevant to your audience, and to perhaps grow your audience and your network. P. 1 Ten Crisis Communications Tips for Small Businesses During COVID-19 For example, I have formed a new relationship with the woman who does the Facebook page of my favorite local sh shop, Harbor Fish. She's been really responsive and very helpful when I have had questions about how to buy fresh sh when their store is closed. I have also formed a new friendship with the Operations Manager of Holy Donut, a local donut shop. He is writing really funny Tweets every day, and I think I have become his number one fan! I like and respond to his Tweets and then he responds back. It's fun and provides a little bit of levity in my days while working alone at home. We haven't even met but I know when we do, we will have a good laugh together and remember all the funny exchanges we had on Twitter. Whatever you do, whether it's responding to emails, phone calls and messages from customers. They want you to be there for them even if your business is currently closed. Also monitor the review sites, and if someone leaves a negative message about your business, thank them for their comment and try to connect with them by email or on the phone. Don't engage in a public discourse. Many consumers are angry with the world right now and want to have a public argument online. Don't be the one to do that. Let someone else do it. Whatever you do, don't go dark. Be the light. Don't hide your light under a bushel (as the song goes). Shine the light on your audience by serving up content online that engages, entertains, educates and helps your audience get through this unprecedented time in our lives. You'll generate positive feelings toward your brand and grow new relationships. Relationships translate into customers. Better yet, relationships translate into growing positive feelings toward your brand which will deliver a return on investment better than any other kind of marketing. I will continue to go to P. 2 Ten Crisis Communications Tips for Small Businesses During COVID-19 Harbor Fish and Holy Donut long after COVID19 is in the rear view mirror. I will always remember how those brands were there for me during this time, by making it easier for me to buy fresh sh and giving me a laugh about eating fresh donuts (which I'm really trying not to eat, but I may just have to have one of those Sea Salt Chocolate Caramel Donuts to celebrate getting back to normal life.) P. 3 Ten Crisis Communications Tips for Small Businesses During COVID-19 The number one rule in any crisis is to show compassion for the “victims.” And the coronavirus is no different. Now is not the time to launch your new product or service and expect fanfare from the mainstream media or general public. Now is the time for all of us around the world to symbolically come together to help people who are struggling, either because they have the virus, someone they love has the virus, or their �nancial security has been been marginalized by the economic downturn. P. 4 Ten Crisis Communications Tips for Small Businesses During COVID-19 Reach out to those who are in your network, whether it’s your family member, that favorite customer, or a client you lost six months ago. A “network map” is a visual way to picture everyone who is part of your “tribe.” These people need to hear from you. Keep your ties strong. But, �rst, �gure out what those ties are. P. 5 Ten Crisis Communications Tips for Small Businesses During COVID-19 www.marshallpr.com P. 6 Ten Crisis Communications Tips for Small Businesses During COVID-19 The “message map” is also a way to organize your thoughts and consistently relay your message. At its center lies a key message that says what you do, who you do it for, and what the bene�ts are of doing it. All around the key message are proof points which support the key message. This is your “song sheet” that helps establish clear and consistent communications. Everyone in your organization should sing from the same song sheet. P. 7 Ten Crisis Communications Tips for Small Businesses During COVID-19 www.prmaven.com P. 8 Ten Crisis Communications Tips for Small Businesses During COVID-19 If and wherever you have social media accounts, be sure you are paying attention and responding to messages on a regular basis. Show you care by conveying concern and compassion. P. 9 Ten Crisis Communications Tips for Small Businesses During COVID-19 Even if your business is closed up and shut down, make sure it looks presentable from the outside. If it’s messy and in shambles, that sends the wrong message to clients and customers and makes it look like you don’t care. P. 10 Ten Crisis Communications Tips for Small Businesses During COVID-19 Make plans for coming back stronger than ever. Imagine a brighter future. The sign of a strong leader is someone who can paint a picture of the future. We all need to show our leadership skills and help others succeed. P. 11 Ten Crisis Communications Tips for Small Businesses During COVID-19 Ask yourself: How can I give back? Think of the pandemic like a war effort, and we’re all in it together—because we are. P. 12 Ten Crisis Communications Tips for Small Businesses During COVID-19 Don’t go dark! Even if you are closed for business temporarily, be there for others. Show up online. Connect with people on the phone and by mail. Again, reference your network map and reach out accordingly. P. 13 Ten Crisis Communications Tips for Small Businesses During COVID-19 People are going to visit your website looking for the hours you are open, if you are even open, and the best phone number to use. This is basic information and should be right at the top of your home page. P. 14 Ten Crisis Communications Tips for Small Businesses During COVID-19 Even though it may feel like your world is falling apart, there is always someone out there with more problems than you. They need you to be calm. Better times are ahead. We will get through this—together. P. 15 .
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