As the COVID pandemic demonstrated to us all, unforeseen crises can have a disastrous effect on your company. You might suddenly find yourself unable to conduct your daily operations and deal with your clients, employees, and suppliers as usual.
But as we also saw, digital tools and channels can help you keep customers' trust in your brand and quickly reach your customers, employees, and suppliers in an emergency.
Here, we examine what you can do right away in an emergency to get in touch with important stakeholders and clients and why this should be a part of your business continuity plan.
Using Reviewing Digital
1. Create a strategy for communication
It will be easier to keep all pertinent stakeholders informed during a crisis if you have a communication plan in place as part of your business continuity planning.
In order to prepare this plan, some companies will seek the assistance of a professional crisis communications agency. In the event of an incident, they will also use the agency's services to handle media inquiries and communications.
Think about every audience you'll need to update, such as:
employees, vendors, and stakeholders
Potential clients who might not be able to do business with you, as well as recent clients whose orders or services may be affected
This will assist you in determining what you must say and how and when to address each group. With a summary of the main platforms to use and the message to convey for each, you should account for the variety of potential crises in your continuity plan.
2. Craft a declaration
Notifying your staff and your communications professional or agency, if you have one, should be your first course of action in the event of a crisis.
Prepare a brief statement for your customers as soon as possible, being careful with your tone, after you've informed your employees and taken into account any comments or suggestions. Recognize the primary queries they are likely to have, but try not to get caught up in conjecture if you don't know the answers.
-What has taken place?
- Give a brief summary of what has occurred and your current course of action.
- Is anyone in danger?
If customers are affected by this crisis, clearly explain what has happened, how you are handling it, and any steps they need to take. You should follow the authorities' instructions regarding what to say and how to say it in cases that are more serious. For instance, you are legally required to notify the ICO within 72 hours if you have been hacked and your customers' data may have been compromised.
Are you available for business?
Although it should be clear, state up front if you're open or not:
If yes, have the contacts or hours changed?
How can clients contact you if you're closed and there are unfulfilled orders, reservations, questions, etc.?
Are current projects or orders being handled?
Inform clients of the immediate next steps (such as whether they will receive a refund, etc.) and how this will affect any pending work or existing orders.
Thank them for their support and understanding.
Make sure to convey your appreciation for their business and your promise to keep them informed.
3. Make use of the proper digital platforms
Use every digital channel at your disposal to reach as many people as you can while making sure that your message is consistent in order to communicate with all stakeholders in an effective manner.
Instant Messaging and Texting
Text or instant messaging apps, like WhatsApp, facilitate rapid communication with employees and important contacts, including clients, customers, and suppliers, who will be directly affected by the crisis. (Make sure you have authorization to use this method of communication.)
Email
For each group you have permission to email, email is a good way to send a comprehensive statement that includes all of the important details. For every group, a different message might be required. As things change, make sure to send out emails with updates.
Web page
Put your statement in a prominent panel on every page of your website, if you have access to it. This is better than just the homepage, since users tend to go straight to deeper pages. If the situation is anticipated to persist for a longer period of time, you can link this to a specific page with additional details. Any other pages that might contain conflicting information should be updated.
If you are unable to fulfill orders, stop the shop's operations.
Social media sites
Put the main points of your statement in a pinned post at the top of your feeds on all of your social media channels, along with a link to further information if necessary. As things change, keep this updated.
Additionally, monitor your social media accounts and messaging apps for customer inquiries. If necessary, reply or set expectations by stating when you will next reply or provide an update.
Make sure the content of your Facebook auto response (for Messenger) is suitable for your new service level.
Google Business Profile
If your opening hours have changed or you are closed, update your Google Business Profile.
4. Examine any planned advertisements and content.
Many businesses will have content and advertisements running or planned for the future, such as display advertising, PPC ads, social media posts and ads, email campaigns, etc.
- Ready to stop
- Review planned ads and content as soon as possible, pausing them if needed to prevent wasting money and conveying conflicting messages.
- Channels to watch
It's simple to overlook automated content across all of your current channels when you're under pressure. Examine every one of your channels, including:
● Email
● Ad managers and social media sites, such as Facebook, Instagram, Twitter, and LinkedIn
● Platforms for managing social media (like Hootsuite)
● Automated responses to emails and Facebook Messenger, etc.
● Chatbots
● Google Ads
● Influencer marketing
● Campaigns for affiliate marketing
● Ask for assistance from any agencies you work with, such as media buyers.
● See our guide to developing a business continuity plan for additional details on the subject.