Guest column

Houston entrepreneur shares communication tips for today's coronavirus environment

When faced with a crisis, it's essential to deliver clear, authentic messages to your target audiences. Getty Images

The reality for business owners is that everything you say matters; your words are reverberated and felt throughout the company and all of your stakeholders.

During times of crisis, your voice is amplified to the max, and people listen to every word you have to say, which is why — if not completely thought-through — your voice can breed misinformation, confusion and stress. As we face the increasing uncertainty in our community due to the spread of COVID-19, it's critical for business owners to say the right things, to the right people, that will inform and motivate, and use their presence and organization to be leaders within the community.

Practicing what we preach, we understand that as communication experts, it is our mission and responsibility during this time to help our local business community. We are putting our money where our mouth is and for the last week have been offering free communication and marketing consultation to any business in need.

So, what is top of mind to our team right now, as we work with these businesses? Besides following recommendations from the U.S. Center for Disease Control and Prevention to curb the virus's spread, companies should actively be communicating to all stakeholders about the impact COVID-19 is having or could have on operations. Here are a few dos and don'ts to get you started.

Offer valuable tips to prevent the spread of respiratory diseases, but we all know to wash our hands by now.

You have to make sure that you are communicating valuable information with internal and external stakeholders — but through your own authentic voice. Offer suggestions on how to "social distance" or use your service/product remotely.

Internal stakeholders need to understand what's hard facts, what's soft facts (opinions and feelings) and what's just hearsay. They need to understand clear expectations when working from home and employees need to feel safe, accommodated and heard. Externally, be sensitive to what your customers and the community at large are going through and update your business practices and communications accordingly.

Communication with customers can be in an email, but you can also connect through text, through an online chat, via infographics or memes on social media, or an "on-brand" (and possibly witty!) reminder on what social distance may mean.

Don't stay silent — even if you don't know everything.

Don't let others control your company's narrative. As humans, we naturally fill in gaps in communication to understand what's going on around us. Rather than letting people assume information about your business, get in front of the conversation and share real-time updates as you adjust business-as-usual.

Consider alternative ways to reach external audiences and vice versa.

What happens if the majority of your customer acquisition model is door-to-door and no one wants to open the door to a stranger, or you have a centralized call center to handle customer service complaints, but these employees are now all working from home? Now is the time to reconsider how you'll engage with your audiences and win customers.

We recommend a significant shift to digital acquisition as people are going to be spending more and more time online in the coming weeks from home and there is a ripe opportunity to stay top of mind through targeted display campaigns and send interested customers to your website.

Create a proactive plan for shut downs.

Coronavirus is still an emerging, rapidly evolving situation and we have no idea what could happen but create contingency plans and have a crisis comms plan ready to deploy. Think through possible scenarios (closures, supply limitations, employee diagnosis, etc.) and have social media posts, email blasts and internal messaging ready to deploy should worst case scenario occur.

What your business says is just as important as who says it.

A spokesperson is your organization's mouthpiece. Choosing the right person is just as important as saying the right thing. Without the right person to speak on behalf of your organization, your message could be lost — or worse, they choke.

Your spokesperson should be credible, empathetic and authoritative.


Bottom line: When faced with a crisis, it's essential to deliver clear, authentic messages to your target audiences, stay true to your brand voice and position yourself as a leader – both internally and externally. Your company will thank you later.

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Allie Danziger is the founder and president of Houston-based Integrate Agency, which focuses on digital marketing and public relations.

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Building Houston

 
 

Comcast’s Internet Essentials program announced the a donation of a $30,000 financial grant and 1,000 laptops to SERJobs. Photo courtesy of Comcast

A Houston organization focused on helping low-income communities by providing access to education, training, and employment has received a new donation.

Comcast’s Internet Essentials program announced the a donation of a $30,000 financial grant and 1,000 laptops to SERJobs. The gift is part of a new partnership with SERJobs that's aimed at educating and equipping adults with technical skills, including training on Microsoft Office and professional development.

“SERJobs is excited to celebrate 10 years of Comcast's Internet Essentials program,” says Sheroo Mukhtiar, CEO, SERJobs, in a news release. “The Workforce Development Rally highlights the importance of digital literacy in our increasingly virtual world—especially as technology and the needs of our economy evolve. We are grateful to Comcast for their ongoing partnership and support of SERJobs’ and our members.”

For 10 years Comcast's Internet Essentials program has connected more than 10 million people to the Internet at home — most for the first time. This particular donation is a part of Project UP, Comcast’s comprehensive initiative to advance digital equity.

“Ten years is a remarkable milestone, signifying an extraordinary amount of work and collaboration with our incredible community partners across Houston,” says Toni Beck, vice president of external affairs at Comcast Houston, in the release.

“Together, we have connected hundreds of thousands of people to the power of the Internet at home, and to the endless opportunity, education, growth, and discovery it provides," she continues. "Our work is not done, and we are excited to partner with SERJobs to ensure the next generation of leaders in Houston are equipped with the technical training they need to succeed in an increasingly digital world.”

It's not the first time the tech company has supported Houston's low-income families. This summer, Comcast's Internet Essentials program and Region 4 Education Service Center partnered with the Texas Education Agency's Connect Texas Program to make sure Texas students have access to internet services.

Additionally, Comcast set up an internet voucher program with the City of Houston last December, and earlier this year, the company announced 50 Houston-area community centers will have free Wi-Fi connections for three years. Earlier this year, the company also dedicated $1 million to small businesses struggling due to the pandemic that are owned by Black, Indigenous, and People of Color.

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