Strong communication is a hallmark of successful organizations. How companies connect with key audiences, including stakeholders, employees and customers, often determines how successful they are in implementing business strategies. During crisis situations, communication becomes even more critical.

If your company is forced to grapple with unforeseen business disruptors, such as the COVID-19 pandemic sweeping the globe, your external and internal communications may determine how your audience measures your company’s success or failure in handling the matter. The court of public opinion is especially harsh when companies fail to take even the most basic steps to enhance their communication efforts during a time of crisis. Remember, the coronavirus disrupted businesses of every size virtually overnight, while elevating the need to supply audiences with real-time information on the state of business operations.

“Building the plane while flying it” is a popular way to describe crisis communications, but it doesn’t have to be that way. The following tips are designed to help you take command of your company’s communication structure and refine the flow of clear, concise and consistent messaging during uncertain times.

One Voice

The “voice” of an organization is typically defined by its chief executive, and that is especially true during a crisis. He or she must demonstrate a clear command of the facts and the impact of those facts on business operations, then communicate with key audiences at regular intervals. Streamlining information flow through a single, credible voice also helps reassure audiences that the company is in control of the matter at hand.

Increased Frequency

Consider increasing the frequency of communications to internal audiences during times of crisis. When COVID-19 reached the United States, one privately held company with global operations shifted its monthly newsletter for stakeholders to a weekly format to keep this critical audience abreast of the virus’s impact on operations. The company also designed a similar weekly update on the state of business operations for associates and shifted non-timely and ongoing company updates to its intranet.

Consistent Messaging

Consistent messaging across all departments, from customer service and sales to corporate communications, is critical to ensure that your organization speaks with a unified voice. Consider creating fact sheets or FAQ to guide your departments in discussing how your company is managing the crisis.