Month: March 2020

Let’s face it, we’re all a little worried. While pandemics aren’t new, the rapid spread and global impact of the COVID-19 coronavirus has already changed the way we live and work before it’s even peaked. Adding to the worry in this type of situation are the many, many factors that are out of our control, and while it’s okay, or even healthy, to have a bit of worry, becoming so overwhelmed you decide it’s time to bury your head in the sand isn’t going to help you or your business get through tough times.

In situations like this I’m reminded of a famous phrase that seems to have an application in every area of life…

“Grant me the serenity to accept the things I cannot change, courage to change the things I can, and wisdom to know the difference.”

Yes, many factors are out of our control right now. Yes, your workforce will be impacted. So will your customers, investors, business partners, and local communities. But it’s not all out of your control.

What CAN you control here?

• How about being prepared with operational plans? Things will get hairy, but sun will also rise tomorrow. Planning to deal with coronavirus-related hurdles now will help ensure your doors stay open after the fact. If you don’t have a crisis plan that includes considerations for pandemics you need one, now.
• How about knowing what you’ll say during the predictable next stages of the crisis? You know everyone is spooked, you know everyone is hesitant to engage, so help them feel more confident. Educate stakeholders as to how you’re protecting their safety, how you’re going to continue to deliver goods or services, and how your employees can keep doing their jobs.
• How about reinforcing your own credibility? We’re seeing many big brands releasing statements that reinforce the sense of them having what we call the 3 C’s of Credibility – compassion, confidence, and competence. That’s a good thing, and you should do it too. With confidence shaken among all audiences, including your own staff, it’s critical that every message, and every action, reminds people that you care about them, you’re certain you’re doing the right thing, and you’re doing it well.

You know what the number one way to reduce that feeling of helplessness, of being overwhelmed, is? Being ready. After all, winging it has never been a valid crisis management plan, and it certainly isn’t here.

Erik Bernstein
erik@bernsteincrisismanagement.com

Anticipating fears while demonstrating compassion, confidence, and competence is key for coronavirus concerns

Right now our Bernstein Crisis Management team is working with clients across the country to anticipate, prepare for, and respond to COVID-19 concerns impacting both operations and customer trust. One of the most widespread fears is that of using public transportation, particularly air travel, which is why we thought Southwest Airlines engaging in a crisis communications campaign to highlight improved measures meant to keep surfaces sanitary was a great example for others to follow. First, Southwest sent the below email to its entire customer mailing list:

This is a great start, but there’s only so much you can say or show in an email, right? The Southwest crisis management team was no doubt aware of this, and by clicking on the link in the email you arrived at the official Southwest blog, where anyone with fears could see an in-depth explanation of the 6+ hour cleaning process, high def images, and even video of the enhanced cleaning measures at work:

https://www.youtube.com/watch?v=mwd4J3sfK6E&feature=emb_title

With a brand as big as Southwest and the media hungry for any news related to COVID-19, the story was quickly picked up by mainstream news outlets, giving the brand’s communication even greater reach. This is smart, modern crisis management at work.

What should we be doing?

While there’s not much any one business can do to make the virus go away (unless you’re in biotech perhaps!) it’s important to consider how you’ll need to alter operations, and how you’ll communicate with your own customers and employees, if concerns about this coronavirus continue to climb. Think to yourself – or better yet have a group exercise with your executive team – and consider questions like these:

• How will concerns over things like public spaces impact us?
• Will customers feel comfortable walking in to do business?
• How do we let staff, customers, and business partners know we’re safe?
• What policies need to change ASAP to adapt to the situation?
• Are we doing what we can do prevent customer-staff or staff-staff transmission?
• How do we continue operations if a large portion of our workforce can’t physically come to work?
• What is our criteria for more serious measures like travel bans or even temporarily closing storefronts?

The bottom line is this – if you haven’t given serious discussion time to these types of questions you’re behind the curve already. Now is not the time to engage in, “It won’t happen to us” thinking. Get proactive, engage in the crisis management process, and prepare your business for impact.

[Erik Bernstein is president of Bernstein Crisis Management, Inc., an international crisis management consultancy.]

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For more resources, see the Free Management Library topic: Crisis Management