Communicating during a business crisis

1. Respond quickly

Unexpected incidents can have a devastating impact on your business. There are immediate actions you should take to inform your customers, staff and suppliers quickly during a crisis and help to maintain customer confidence in your brand.These should be included as part of your business continuity plan.

2. Make a communication plan

As part of your business continuity planning (LINK to article 208), you should create a communication plan, which will make it easier for you to keep all stakeholders up to date when you’re under pressure.

Some businesses will enlist the help of a professional crisis communications agency to prepare this plan and also use their services in the event of an incident to manage the communications and any media enquiries.

Consider all of the audiences you will need to update, including:

• staff

• suppliers

• stakeholders

• recent customers whose order or service may be impacted

• potential customers who may not be able to transact with you.

This will help you plan how and when you will talk to each group and what you will need to say. You should consider this for the range of different potential crises in your continuity plan, with an outline of key platforms to use and key messaging for each.

Your plan should include a document logging contact details for all your emergency contacts e.g. key staff, customers, suppliers, bank, insurance, legal adviser, regulators and PR support.

3. Release a statement

In the event of a crisis the first thing you should do is inform your staff (and your communications professional or agency if you have one).

Once you’ve updated staff and considered any suggestions and feedback, quickly prepare a short statement for your customers. You will need to take care with your tone and acknowledge the main questions they are likely to have, but avoid being drawn into speculation if you don't have answers. There are some key pieces of information you should include.

What has happened?

Briefly outline what has happened and what you are doing about it

Is anyone at risk?

If this crisis impacts customers, explain in simple terms what has happened, how you are mitigating it and any actions they need to take. For more serious incidents you may need to take advice from the authorities with what and how to communicate. 

For example if you are having to respond and recover from a cyber attack, customers' data may have been leaked and you have a legal obligation to notify the ICO within 72 hours.

Are you open for business?

It seems obvious but say upfront whether you’re open or not.

• If so, are there any changes to hours or contacts?

• If you’re closed, how can customers get in touch if there’s outstanding orders, bookings, queries, etc.?

Are existing orders/projects being processed?

Let customers know how this impacts any existing orders or upcoming work and what the immediate next steps will be, for example, whether they will get a refund and how.

Thank them for their understanding and support

Be sure to let them know you value their business and that you will keep them updated.

4. Update the appropriate channels

To effectively communicate with all stakeholders, use all your channels to reach as many people as possible, while ensuring that you deliver a consistent message.

Phone

Call your key stakeholders (such as your main suppliers and large customers) to let them know what is happening, if that is how you would normally contact them. This can help you fully explain the situation and explain next steps.

Text and instant messaging

Text or instant messaging platforms, such as WhatsApp or Messenger, can help you quickly communicate with staff and key contacts - such as customers, clients or suppliers - who will be immediately impacted by the crisis.

Email

Email is a good channel to provide a full statement with all of the critical information to each of the groups you have permission to email. The messaging may need to be different for each group. Be sure to send update emails as the situation changes.

Website

If you have access to your website, add your statement to a prominent panel on all pages of your site (rather than just the homepage as users often land directly on deeper pages). You can link this to a dedicated page with more information if the situation is expected to last for a longer length of time. Update any other pages which may have contradictory information.

Halt shop functionality if you cannot fulfil orders.

Social platforms

Across each of your social platforms, add a pinned post to the top of your feeds with the key messages from your statement, with a link to more detail if appropriate. Keep this updated as things change.

Also, monitor your social feeds and messengers for queries from your customers, responding as needed, or managing expectations by saying when you will next respond or provide an update.

If you have an auto response (e.g. for Messenger), make sure that the content is appropriate to your new level of service.

Google Business Profile

Update your Google Business Profile if you are closed or with any changes to your opening times.

5. Review any scheduled content and ads

If you are running any ads or marketing campaigns or have any scheduled to go out in the near future, you must consider whether these are still appropriate. This includes PR campaigns, social posts, ads, etc.

Content to stop

At your earliest opportunity, review scheduled content and ads and pause these if necessary to avoid wasting budget and sending mixed messages.

Channels to check

When under pressure it’s easy to forget about scheduled or automated content on all of your existing channels. 

Review each of your channels, such as:

• email

• press ads or coverage

• social platforms and ad managers, (including Facebook, Instagram, TikTok and LinkedIn)

• social media management platforms (such as Hootsuite)

• automatic replies on Messenger or emails, etc.

• chat bots

• Google Ads

• influencer campaigns

• affiliate marketing campaigns

If you work with any freelancers or agencies for your marketing, consider asking for their help.

See our guide on business continuity planning for more information on preparing for a crisis.