6 tips for communicating in times of crisis

The Covid-19 health crisis reminded us of the importance of perfectly mastering your crisis communication. What should we remember from this exceptional event? What good practices to keep? Here are 6 tips for communicating in times of crisis! First, let’s go back to the very definition of a crisis. According to Larousse, it is ” a very difficult Algeria Email List moment in the life of someone, of a group, in the course of an activity, etc. ” We can also add that it is a period of conflicting tension, a situation of serious imbalance or worrying rupture.

In times of crisis, communication is essential in many ways. This makes it possible to avoid doubt and speculation on the part of the various stakeholders. It is also important to be proactive in showing that the situation is taken seriously and is under control. Finally, it is essential to communicate only on facts, to be purely factual. What can we learn from this Covid-19 crisis in terms of crisis communication? By following our 6 tips for communicating in times of crisis you will avoid the slightest misstep!

Who should communicate in times of crisis?

It may seem obvious, but do not communicate only to those affected by the crisis. Now is not the time to try to make the buzz by surfing on the current situation if you are not concerned yourself. Thus, only those affected and whose continuity of service is compromised should communicate. Organize a crisis unit It is welcome to organize an internal crisis communication unit, which will allow you to prepare all of your internal and external communications. It is advisable to find within this crisis unit at least: a member of the management, a member of the HR department, a member of the social media team, and/or of the marketing and communication team. This team will in particular make it possible to:

Monitor the institutional information that constantly arrives. Sorting can thus be done upstream and then only communicate the most important and relevant information. Indeed, if you drown your interlocutors under innumerable information, they will not retain anything or not the essential.
Prepare the elements of communication, the official press release, the elements of answers to the most numerous questions, etc. It is also relevant to anticipate the questions that should often come up in order to prepare some answers. This can involve the creation of an FAQ, a Q&A, etc.
It is essential that all of the company’s communications go through this crisis unit. Indeed, individual speaking engagements should be avoided in times of crisis. Only the official word should be conveyed in order to master it from start to finish. This obviously concerns social networks but also any offline communication.


When to communicate in times of crisis?

In times of crisis, it is essential to communicate regularly in order to keep abreast of the progress of the situation. Thus, we advise you to communicate before, during, and after the crisis.

Communicate before the crisis: being proactive will allow you to anticipate the questions that will rain afterward. It can also help channel a sensitive situation and prevent it from turning into a real crisis.
Communicating during the crisis: allows you to take stock of the situation or even temper it.
Communicate after the crisis: This allows you to close the subject by answering the last questions.

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