External Communications and the Coronavirus: Guideposts to Reach Your Key Audiences
We’re washing our hands a lot, staying home and trying to stay six feet apart. People are scared, vulnerable and uncertain.
This unprecedented time means we’re all standing on shaky ground. Rules are changing for basic external communications, making it difficult for organizations to navigate. A misstep brings a lot of risk, particularly with social media at people’s fingertips to magnify any issue.
Over the past few weeks, we’ve heard a lot of sincere concerns and questions from our clients about: What is the right thing to say? When should it be shared? Is it too promotional? Does this sound too canned? Is it the right time?
While every communication should be evaluated on a case-by-case basis, we offer these recommendations as guideposts for any external communication at this time.
1. Any announcement should be timely, relevant and helpful.
2. Be authentic. Lead with your organization’s values, purpose, priorities or intent.
3. Show that you care.
4. Use direct language; no euphemisms or sarcasm.
5. Expectations are dynamic and in flux; be prepared to recalibrate.
There is no one-size-fits-all roadmap for how to communicate through this chaotic time,
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