Crises that businesses experience are most often due to a variety of business-related factors: economic shifts, major personnel changes, security breaches. But sometimes crises arise that are outside the norm, we refer to these as “external crises.”
In these cases, content marketing really shines by establishing a two-way communication forum. It provides your workforce with a safe space for questions, increased exposure to any changes in processes, and, ultimately, improved support and buy-in your company’s plans to handle the external crisis.
Content marketing and crisis communication
Content marketing can be used to communicate with both your employees and your customers. However, no matter the audience, content marketing gives you the ability to speak directly to a specific audience, appeal on an emotional level, and build a vital communication channel.
These connections between your company and its audiences are invaluable always, but especially during a time of external crisis. We have prepared this brief guide to help you understand how to use content marketing to help with your external crisis communications.
The Principles of Crisis Communication
In any crisis, your company’s communications response greatly impacts the perceived severity and duration of the crisis. Effective crisis communication may lessen the impact of negative news events and can build a stronger connection with your audience by successfully responding to an emergency. Conversely, poor communication can make a bad situation worse.
The first thing to figure out when an external crisis strikes is who will be doing the communications for your company. Your company might already have this detailed in a crisis communications plan, and that’s great. If not, get this decided quickly and support it from the top. A central base for all messages is very important for the unity of your employees and customers.
In an emergency, there are Five Principles of Crisis Communication:
Five things to avoid during a crisis:
The key to proper crisis communication is to remain calm, honest, and appreciative. Highlight the helpers, distribute the facts, celebrate your team and your customers, and, above all, remember to be human.
Surviving an external crisis requires all of us to work together to survive, adapt, and overcome. Discover how you can become part of the solution—even if your part is just to make a small group of people feel a little better about the world so they continue to stay strong through the crisis.
You can do it. Things will get better.