The Value of the ‘Right’ Communications in Times of Crisis

We can all admit it; crisis and tragedy seem to keep coming as of late. Just when we are seeing some light toward the end of the ‘pandemic tunnel’, our country has now bore witness to yet another travesty. It’s one that again jeopardizes the very fabric of an immeasurable number of perceptions, and relationships – our world really. It’s fair to say it’s dangerous at the very essence of it. That doesn’t make mention of the 21st century opportunity to see in real-time, the life of a defenseless person being ripped from him within minutes – and on video, at that. It’s something the psyche does not soon forget.

The overarching goal is determining how we can work around – and through – these circumstances; to provide much needed light and levity, while not forgetting that the tragedy or challenge still weighs on all of us. We must be creative, and be strategic in how we encourage a questing of understanding, a sharing of resources and education, and in some cases, a seeking of justice – and even an answering to a yearning by our target audiences to simply feel safe. Or, in other cases, to help them understand they are unsafe. The larger goal is to keep it real, and keep it relative, while not losing the identity and the strategic communication goals of the business or organization, all throughout this fragile process. It’s not easy!

Some main themes to always keep in mind, relating to communications during tragedy and crisis include:

• Provide resources and information first that relate to health, safety and welfare.
• Anticipate questions and answer them: If you’re thinking it or asking it, others likely are, too.
• When other topics are introduced, make mention of these situations, or at the very least, nod to the current circumstances (don’t live in a vacuum or a silo and ignore them).
• Be solution-focused….if there are ways you can direct people toward better outcomes, do it!
• Mix up the mediums – people can get lost in words! Pepper in graphics, videos and other images that get your points across (with minimal words)
• Be consistent in communications – be the go-to resources by consistently publishing (Enewsletters, social media, updates to websites, etc.)
• Consider what you have planned relating to events and other initiatives, and how they fit in with the current world (postpone or cancel when the optics just don’t work – but explain why and reschedule, if possible).

There are others to consider, but the above listed are some solid beginning priorities. If you’re interested in learning more or have questions, please reach out to us! Email:engage@vicariousmm.com, engage@vicariousmm.com or call 224-633-3120. Visit vicariousmm.com #WeRVicarious