Control what you can. Connect with your vital audiences. Stay positive.
Why a crisis messaging plan…
Because small business owners don’t have the luxury of hiring a crisis communication consultant. I created this framework plan to get you started with our new normal.
We must prepare to communicate with our audiences during continuous uncertainty.
In my 25+ year marketing career, one of my clients was U.S. Army Recruiting during the First Gulf War. This was my baptism by fire. Planning communications in life and death circumstances – far beyond our control.
You may not know what to do right now. But you do know a lot about your business.
And I don’t have all the answers either. But what you do know plus what I know – can help.
You can handle this.
Your one simple objective
Retain support of your audiences – people vital to your business – by:
Putting people above profits
Doing right by the people you serve
Get started…ask yourself:
How will COVID-19 affect my business?
- Reputation? Operations?
- Bottom line? Relationships?
What could I see that would indicate the business has been affected?
How has my business been affected so far?
What actions will I take?
Four steps to creating your plan
Your Actions + Communication
1. Who to talk to
2. What to say
3. Where to say it
4. When to say it
1. Who to communicate to?
Decision makers? Influencers who affect my future?
Customers / clients
Consultants / advisors
Community leaders
Employees
Insurance company
Landlord
Neighboring businesses
Partners
Suppliers
Contractors
Creditors / bankers
Others…
Who are your 3 most important audiences?
2. What to say?
Respond to increase trust and credibility
Correct misperceptions quickly
Strengthen relationships with different audiences
- What do you want your audience to know?
- What does your audience want to know?
- What is your audience most likely to get wrong?
- What does your audience feel — emotionally? Fear?
- What does this mean to them?
2. What does your audience want from you?
Communicate quickly
Give them the facts
Repeat the facts
Be credible by
>Being empathetic & caring
> Expressing your competence & expertise
> Being honest & open
> Being committed & dedicated
3. Where to communicate?
In which channel does each audience expect to get your message?
Phone call
Website
Social media
App
Others…
What to do next…
Create your plan now & implement
Do ongoing re-evaluation & update
- Who else to talk to?
- What way will your message change?
- Where will it appear?
- When will you send/post?
You may not know what to do right now. But you do know a lot about your business.
And I don’t have all the answers either. But what you do know plus what I know – can help.
You can handle this.
Get answers to your crisis planning questions…
- Send any questions you’ve got about your plan to [email protected] I’ll get an answer to you as quickly as possible.
- Get more answers in a free 30-minute call. After our call, you’ll understand how to use the 4-step strategy for your crisis messaging plan. Reserve time on my calendar.
To get a PDF of the plan, click and download here. You’ll immediately be taken to the plan.
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