The best way to manage a crisis is to plan in advance when you have the wisdom and clarity of perspective. COVID-19 is forcing every organization to think through its crisis preparedness, and it’s not too late to create your plan. We have created a template to help speed the time between planning and readiness.
Before you dive into the tactics, pull out your company values and read them again. Your crisis plan should reflect these -- values become meaningless when an organization only lives them when times are good. Your values will inform everything from when to close your offices, to which expenses get cut first. Then consider your culture. If your values inform what you do, your culture informs how you do it. It’s even more critical at a time when everyone is virtual.
As you work through this plan, may I recommend a mantra? Be open, honest, calm and accessible. Your humanity has never been more important. You’re going to need to communicate more than you think. And authentic communication delivered in a calm tone can help any audience pull together and weather difficult times.
Following are the nine considerations that should factor into your crisis plan:
Communicate often. Be open, honest, calm, and accessible. And if you need other PR resources for COVID-19, check out our toolkit.
Beth is the CEO of InkHouse, which she co-founded in 2007 and has grown into one of the top ranked agencies in the country. Beth’s been recognized as one of the Top Women in PR by PR News, the Top 25 Innovators by The Holmes Report and as an Ernst & Young Entrepreneur of the Year finalist. Beth believes that shared values, and the freedom to create are the foundations of all meaningful work. She brings this philosophy to building a culture of creative progress at InkHouse.