CIIC Lessons: A Guide to Crisis Communications

As the world embraces social distancing and self-isolation, brands are getting even more personal. The best brands know that in a time of crisis it’s essential to develop a careful strategy to ensure clarity and confidence in an audience faced with uncertainty and confusion. CIIC has tips to drive your crisis communications to success.

1. Keep it factual and focused

With an overload of online information, it’s easy for the main message to get lost. In a crisis it’s crucial to share only confirmed information from professionals and experts. Sticking with official guidance and messaging ensures the authority of and trust in your brand by consumers.

2. Reach consumers directly  

Between social platforms, video, television, print and yet other emerging mediums, brands must be mindful to consistently update their channels and assure followers of a strong standpoint across all their digital spaces. Better yet, issue one concise statement via email with the intent to reach consumers directly through their inbox. Keep it simple and align messaging across all platforms.

3. Address corporate responsibility

Customers love to know the voice and humanity behind a brand. Showcase the human power behind your organization by informing customers of the efforts being made behind the scenes to protect employees and partners in a crisis. Be proactive and tie your internal and external communications. 

4. Get creative

A crisis is not the time to launch a campaign or announce a new venture. Get creative with your content but be sensitive to not cross the boundaries of taste and thoughtfulness. Carefully use the opportunity to make your content useful by providing resources and responding to consumer questions.