In this post, we\u2019re going to look at five practical ways that businesses can craft positive, wide-reaching\u00a0and effective communication plans for when things go wrong.\u00a0<\/p>\n\n\n\n
1. Implement a Digital, Multi-Channel Approach\u00a0<\/h2>\n\n\n\n
To ensure that messages achieve maximum exposure, brands should leverage as many mediums as possible, including email, SMS, Instagram, Facebook, Twitter, Youtube and so on. <\/p>\n\n\n\n
The average online user has\u00a08.5 social media accounts<\/a>. By targeting all customer channels\u00a0with a variety of content types like video, written posts and photos, businesses will reach the greatest possible amount of people with the formats their customers prefer<\/strong>.\u00a0\u00a0<\/p>\n\n\n\n What\u2019s more, it\u2019s crucial for companies to develop a clear message and coordinate to ensure uniformity. One of the biggest frustrations among the public during the coronavirus crisis has been the\u00a0mixed messages coming from governments.\u00a0\u00a0<\/p>\n\n\n\n User-generated content can play a significant role in emergencies. Stories about people responding to the crisis and implementing new guidelines are particularly useful for building a human element into a communication strategy. All those customer tweets, Facebook and Instagram posts will have an uplifting effect when shared with a company\u2019s followers. <\/p>\n\n\n\n Millennials and members of Generation Z\u00a0crave personal connections<\/a>\u00a0from brands. Adding authorship to messages, whether it\u2019s from the head of PR or the company CEO, will likely yield positive reactions<\/strong>. During the coronavirus outbreak, many large companies have taken this approach. Ryanair’s boss Michael O\u2019Leary, for example, issued a personal statement outlining extra safety precautions that were being taken during flights.\u00a0<\/p>\n\n\n\n The emotional and uplifting content of crisis communication is important. But messages first and foremost should serve a practical purpose – they should include concrete details and guidelines that are consistent across channels<\/em>. <\/p>\n\n\n\n Here are some examples of questions that businesses should answer: <\/p>\n\n\n\n Younger groups like millennials and Generation Z prefer brands with\u00a0clearly defined values<\/a>. And they\u2019re more likely to opt for, and remain loyal to, companies that\u00a0have\u00a0strong missions.\u00a0\u00a0<\/p>\n\n\n\n During times of crisis, when customer loyalty will be tested, it\u2019s vital for businesses to re-assert their mission<\/strong> and how values are driving emergency measures.\u00a0\u00a0<\/p>\n\n\n\n The social ecosystem is driven by sharing. By leveraging social sharing, it\u2019s possible to boost the reach<\/strong> and effectiveness of crisis communication, thereby reassuring and engaging a greater proportion of customers.\u00a0\u00a0<\/p>\n\n\n\n There are numerous practical things that brands can do to encourage sharing, from hiring well-known influencers to publicize messages to running campaigns that reward re-posting social media messages, like a donation to charity for each share. <\/p>\n\n\n\n Crisis management is about more than limiting losses. For passionate entrepreneurs and business leaders, it is an essential skill that ensures the health of a company during difficult times while limiting any negative effects on consumers. <\/p>\n\n\n\n In an increasingly uncertain world, the EU Business School understands the value of these skills. All our courses\u00a0include an in\u00a0depth look at\u00a0crisis management from a business perspective.\u00a0Explore our\u00a0Bachelor\u2019s in Communication and Public Relations<\/a>\u00a0and our\u00a0MBA in Communication and Public Relations<\/a>\u00a0for more information.\u00a0\u00a0<\/p>\n\n\n\n The technological achievements of the modern age make it easy to feel as though crisis like coronavirus\u00a0should be\u00a0a thing of the past. But if there\u2019s one thing the last few weeks have proven, it\u2019s this: society is still incredibly vulnerable.\u00a0\u00a0 On a personal level, this belief in our collective indestructibility is usually relatively benign, even if it\u2019s inaccurate. Governments step in and we adapt our behaviour. But for businesses, it can be fatal. Brands need tested, practical crisis management plans to deal with both internal emergencies and broader national and international upheavals in which they get caught up. This is […]<\/p>\n","protected":false},"author":2,"featured_media":27996,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1771,702],"tags":[1562,4406,4405],"class_list":["post-27990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-trends","category-academic-programs","tag-business-management","tag-crisis-communication","tag-crisis-management","post--single"],"yoast_head":"\r\n2. Don\u2019t Forget the Human Element\u00a0<\/h2>\n\n\n\n
![\"generation](\"https:\/\/www.euruni.edu\/blog\/wp-content\/uploads\/generation-z.jpg\")
<\/figure>\n\n\n\n3. Address Important Practical Concerns\u00a0\u00a0<\/h2>\n\n\n\n
4. Emphasize the Values and Mission of the Brand\u00a0\u00a0 <\/h2>\n\n\n\n
5. Ask and Incentivize Customers to Share\u00a0<\/h2>\n\n\n\n
Eager to Learn How to Tackle Emergencies as an Entrepreneur or Business Leader? <\/h3>\n\n\n\n
![\"eu](\"https:\/\/www.euruni.edu\/blog\/wp-content\/uploads\/EU_Generic_750x125.gif\")
<\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"