Crisis communication: empathy and trust towards everyone

The word crisis comes from the Greek word krinein, which means “to make decisions.” Crises are usually characterized by the fact that they occur suddenly, involve many stakeholders, and require decisions to be made under enormous pressure.

How true this has already become during the coronavirus crisis. The world is in turmoil, and the stock markets resemble an cardiogram. And we see, above all, the importance of strong crisis management and clear crisis communication.

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We see and hear an empathetic Prime Minister who, together with other ministers and institutions, calmly tells us what to do. There is sympathy, but also a strong reaction to people who do not respect the 1,5 meter distance measure. The media that provides us 24/7 with explanations of the measures, reports of suffering and the increasing pressure on healthcare. And a sign language interpreter who goes viral with the "hamster gesture".

Mistakes? 

But we also see celebrities who consider themselves more important than the health of others. A Minister who offends a few million ZZP-ers in passing and apologizes right after. Discussions about whether or not Formula 1 and the Olympic Games will continue, which completely ignore the safety and health of many people. And a number of companies, AH in the lead, who communicate clearly and sympathetically. Both internally and externally. On- and offline.

What can you do as a company?

No one can influence the course of this crisis, but you can influence how you deal with it. The sustainability of a company depends largely on the ability of a company to be empathetic towards its environment and stakeholders.

Tip 1: Good preparation

As a company, know what the possible risks are for your company and have various communication and stakeholder scenarios ready, complete with detailed (online) communication. Know who your crisis team is and train the team.

Tip 2: Gather facts and be proactive with updates

Make sure you know everything that is going on in your company and what current and future impact the corona crisis has on your company and environment. Inform your employees and partners regularly and take clear control.

Tip 3: Show empathy and be clear

The safety and health of your employees, partners, customers and suppliers is paramount. Communicate in understandable language. Empathize. And come up with concrete solutions so that everyone knows what is expected. And “stick to the facts”!

Tip 4: Listen to all target groups

Make sure you know exactly what is going on among your internal and external stakeholders. Talk to every target group. Monitor social media, debunk fake news and rumors and above all tell your own story.

Tip 5: Evaluate and learn

After the corona crisis has subsided, evaluate together with your stakeholders what you could have done better, more or less. And implement improvements immediately.

Tip 6: Offer perspective

Last but not least. Everyone is affected by the virus in one way or another. That creates uncertainty. It is so important to give employees and partners a future perspective. Reassure them and give them hope!