Corona communication #1: What does the coronavirus mean for your reputation policy?

The coronavirus (COVID-19) has an impact on all our daily lives and we do not yet know how big the impact will be. Of course this also has an effect on your reputation policy and therefore the way you communicate externally with customers, media, policy makers and other stakeholders. The consequences of the coronavirus on employee involvement has not yet efficiently been addressed. How do you effectively inform your employees, on all levels, about the ever-changing situation? How do you keep your employees involved now that they have to work “remotely” for longer? Tactless or lack of internal and external communication can have major consequences for your valuable relationships, your reputation and, eventually, your turnover.

Omnicom Public Relations Group lists a number of strategic guidelines and questions that are relevant for every communication manager and HR manager in order to communicate optimally and maintain a strong reputation. However, the situation is changing rapidly and with it the way in which you shape your communication policy.

The stakeholder is central in all communication. You have carefully identified the needs and concerns of those you wish to communicate with about this outbreak. This can be customers, employees, partners and suppliers, policy makers, etc. It’s critical to understand the diverse, sometimes conflicting, needs and concerns of your key stakeholders. A tailor-made approach is necessary to be relevant and to meet everyone’s needs.

You have prepared everything that needs to be prepared. Create statements, Q&As and scenarios. Additionally, determine the moments when you may need to switch scenarios (e.g. from reactive to proactive).

Don’t be afraid to make mistakes and persevere through a crisis. Don’t wait and be sure to show leadership. Not only for external communication, but especially internally towards employees. Are they well informed and do they take it as seriously as at C-level? In other words, is there internal support?

You follow health authorities closely because this situation is greater than that of any single organization or institution. Embrace the reality that you are not the only organization dealing with the impact of this outbreak. You can rely on The World Health Organization and RIVM to provide the most accurate and up to date guidance on how companies and individuals can prevent infections.

You accept that there is incomplete information. You continuously adjust your communication strategy. Decide quickly and communicate clearly. Inconsistent, delayed, inaccurate and contradictory information was and is characteristic of this situation. Be clear about the decision-making process of the organization and keep in constant conversation with your employees. Keep your employees involved and advise them in making choices.

Align with your organizational values and use empathy and responsibility to guide your decision making. Values are a critical element of decision making, particularly in a crisis. Operate with purpose, and demonstrate both empathy and accountability as a way to acknowledge the impact of your decisions on health and economic outcomes. Is the reasoning behind your decision aligned with your stated values and purpose?

You are not alone. Refer to recognized authorities such as RIVM or WHO. Acknowledge potential complications and resistance. Even though the world is facing a new global health threat, opponents, competitors or special interest groups may seek to take advantage of the situation to negatively impact your business or your reputation. Unions, for example, can directly address the wider public from the perspective of health risks for workers. Partners or (local) authorities in the affected locations may disagree with your response or approach. See if you can interact and partner with other parties within your communications and be sure to anticipate different scenarios so that you can have a response ready.

If you have answered the previous questions mainly with “yes”, then you have a good foundation. Have you also asked yourself the following questions?

And finally another hot topic: What do you do with communication regarding events? 4 tips.

Omnicom Public Relations Group has established a coronavirus working group and a rapid response team, globally and locally, to support customers affected by this situation. This working group offers:

Photo by Kelly Sikkema on Unsplash.