As a business owner many people will look to you as a leader during difficult situations. Customers and staff alike will look for direction on how your business is going to operate going forward and how they will fit into that picture. There are a few key things to keep in mind when creating a communication strategy that will help keep the conversations going in the right direction.
When communicating with customers:
Create Trust
During a crisis it’s important more than ever to be a reliable space for your customers. Once your business has decided on a strategy, make sure that your messaging is consistent. All communication channels and staff members should be saying the same thing. Defer to trusted, credible sources of information and let your customers know how those sources influence your decision-making.
Be Timely
The elements of your business could change rapidly as a crisis evolves, so it’s critical that there is a plan in place to update customers in a timely manner. Changes to business hours, products, and delivery can have an impact on when and how customers interact with you, and these factors should be updated through the appropriate channels as soon as they’re known while still acknowledging that information may change over time.
Build Community
In times of uncertainty the relationship that you have built with your customers can be a source of comfort for both you and them. As much as possible try to focus on messages of solidarity and forward-thinking to create resilience in your partnership. Invite your customers to think about what their future experiences with your business will feel like and how it can benefit them in times of hardship.
In addition to any online communication channels, it’s important to consider what practical, physical signage you may need to incorporate. Provincial and federal health websites provide free posters that can be downloaded and placed around your business. Some useful signs include:
· PPE reminders (masks, hand sanitizer, gloves, etc.)
· Physical distancing
· Business hours or an open sign (especially important in cases where the public may not expect you to be open or when hours are changing rapidly)
When communicating with staff members:
Be Transparent
There will inevitably be a few unknowns as you move through a crisis. Don’t be afraid to let your staff know what is uncertain or still being decided on. When decisions are being made, make a point of explaining why and what the implications will be for everyone involved.
Have Empathy
Good leaders should recognize that disasters are, of course, periods of stress and anxiety, and that will be no different for your staff members. It’s important to express understanding and gratitude as individuals continue to work through these periods of hardship. Emphasize what steps you are taking to prioritize and protect your team as their leader.
Allow for Autonomy
Where possible, make sure that communication with your employees is an open dialogue and they have opportunities to be heard and involved. Give them specific tasks to do and then show confidence in their abilities to carry out those tasks. Allowing them to make their own choices within a set of guidelines will help them feel like they have control while contributing to a greater purpose.
Choosing the right communication style and medium is not always the easiest process, especially during times of stress, but when done right, it can build an even better connection amongst your team and customer base.
If you keep these 6 elements in mind while building your communications strategy, you will surely be able to effectively navigate through any difficult situation and keep the conversations going in the right direction.
