Crises call for clear, concise, and consistent communication. Trust and credibility are built, or lost, during critical times. Respected companies focus on what is relevant, respond to changing needs, and serve
as a valued resource.

RELEVANT

• Monitor relevant information from an array of respected sources daily.

• Adapt or adjust messaging according to new information or changing circumstances.

• Update staff and priority partners frequently to serve as a resource and reassure them.

• Anticipate the questions and concerns of clients, constituents, and the community.

• Prepare FAQ, resource centers, and statements and update them as changes occur.

• Share valuable resources and opportunities with stakeholders and constituents.

• Meet the known needs of stakeholders, staff, clients, and community members.

• Extend access to or availability options for the company's services.

• Offer discounts or special programming to meet specific needs.

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RESPONSIVE

• Determine the right frequency for sharing new information among key audiences.

• Get ahead of any perceived negatives or possible opportunities for misinformation.

• Prepare company representatives for media inquiries.

• Be as concise, informative, and transparent as possible.

• Develop a protocol to respond to comments, questions, and concerns with a calm, informed, empathetic approach,

• Be flexible and adapt to changing circumstances.

• Use social media to share news and information in a timely manner.

• Personalize stories and outreaches to the audience or recipient as much as possible.

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RESOURCEFUL

• Share up-to-date information and recommendations from recognized experts.

• Partner with people and organizations that can help the company meet new needs.

• Use technology to strengthen personal connections:

  • Call and video conferencing

  • Custom webpages and microsites

  • Webinars and screen sharing

• Create issue-specific templates for the most used communication tools:

  • Official statements

  • Standard social media graphics

  • e-Newsletter formatting

  • Webpage content

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