We’d like to share a crisis communications checklist that has been tried and tested at our company since the start of the full-scale invasion of russia in Ukraine. We hope this information will help you to build effective communication with your clients, even during crises.
Before we get to the checklist, let’s look at four functions of crisis communications:
- Inform.
- Mobilize.
- Reassure
- Support.
Whenever sharing information, ask yourself – Does it meet at least two of these goals? If not, it’s probably manipulation or information that you should not share.
Here is a checklist of four key components:
On the company website:
- Capture your statement where you tell how you care about your employees, how the business works, and how you bring the country closer to winning.
- Include a link to volunteer funds that help the Armed Forces of Ukraine and those affected by the war.
- Update your work schedule.
- Base your crisis communication on Concern, 1%; Action, 5%; Perspective, 94%.
On your business’s social media pages:
- Post your statement *(see 1.1).
- Share how your team supports the AFU.
- Share inspiring and motivating news.
- Post new job openings.
- Monitor reactions to your messages and engage additional tools to resolve crisis situations.
- Monitor mentions of you on social media.
While emailing:
- Tell your customers and partners about your position.
- Choose a tone of voice. Which one to choose? Formal, measured, constructive, and decisive. Remember the four goals of crisis communications.
Involve partners:
- During a state of war, it’s essential to have company ambassadors, loyal customers, and support employees who can help get through this period together and not just get through it but win it.
You can supplement or modify this checklist. There can be more or fewer components. Create your own unique list.
We believe in the power of communication and our victory. Glory to Ukraine!
