Due to the 2020 pandemic, it is crucial for organisations that are currently operating to communicate effectively. This is so that they continue to work and produce satisfactory results. A well-designed communication model for both internal and external communications can help foster a positive working relationship amongst employees, as well as between businesses and audiences. 

media update’s Nakedi Phala takes you through three ways to optimise a strategic communication plan during the COVID-19 pandemic. 

The best kind of communication crisis plan is one that is tailored to your organisation’s needs, so that, when implemented,  it will be able to keep your head above water during a crisis. The crisis plan should be able to assist the business to adapt in order to survive the COVID-19 crisis. 

Here are three communication strategies you can utilise to ensure that your efforts are fruitful:  

1. Create an internal and external communication game plan

Internal strategy 

Design a communication model that will define how departments or staff will work going forward in order to achieve organisation or business goals. Your strategies also need to account for what parts of employees' jobs will be affected during this dire time. 

Here are six things that you can do to improve your internal communication strategy: 
  • Create a working group on social platforms such as Google Hangouts, WhatsApp and Skype, where selected individuals can communicate with colleagues regarding the department’s work and what they need in order to be able to work. An example of this would be employees communicating who will need to take home resources from work to their homes.
  • Have an active human resources department that can play a liaison role in sharing important information for those coming to the workplace. The department should keep employees updated about changes in their working conditions. 
  • Staff must update their personal information with HR or their managers. You’ll need to communicate updates on leave days, sick leave days and being able to forward any important documents that need signatures. 
  • Provide special permits for employees. In most countries, traveling for citizens has been put on hold and only essential workers are allowed to travel on the condition that they possess a permit.
  • Create crisis plan templates in case new information from government and health organisations comes through. This is so that you don’t have to start everything from scratch when updating information; rather, you just add in the new information.

External strategy

An external communication strategy is very important during a crisis, as it’s there to help you keep in touch with your clients or consumers. You need to keep them in the loop, informed about any changes to the way that you will be running the business going forward, how it will affect them and what solutions you have in place to keep the ship sailing. 

Here are three ways that you can keep the spark burning between your business and its audiences and clients: 

Schedule meetings through apps such as Skype to stay in touch with your clients. Utilise your email list. Keep in touch with your audience and clients by updating them about changes and achievements that you may have accomplished.  This is a convenient option, especially for small businesses as they are affordable — even on a tight budget. 

Social media is another way to communicate with stakeholders and audiences, especially those who you failed to reach through other means of communication. For example, you can use social platforms to circulate your press releases and websites in order to reach a bigger audience. 

During a crisis, your communication requires a bit more volume than your usual methods. Communicating effectively can keep clients and customers happy and interested in your business or brand. 

2. Utilise notifications and monitoring services 

In the midst of it all, you will need to know how things are going, through traditional and digital communication channels so that you won’t miss important events and messages.

You can use the following communication tactics to help you stay updated at all times: 
  • When sending an email to stakeholders or colleagues, after waiting a little while, call to confirm if they received it. 
  • Make sure notifications on your smart devices, such as your cellphone and laptop, are unmuted so you won’t miss important messages. 
  • Utilise push notification features on your online platforms, which can help you interact with audiences effectively. 
  • Consider using a media monitoring service provider, such as Newsclip, to monitor any mentions of your brand. With the insights gained from this service, you’ll be better prepared for any issues that may arise.
Using an alerting and monitoring system can foster a communication model of immediacy. You’re able to attend to issues before it’s too late and you’re kept in the loop of your organisation’s activities in real-time. 

3. Identify fake news during the COVID-19 pandemic

Media is heavily relied upon to provide news and any update related to the COVID-19 crisis; however, there are things that you should consider before taking any information as fact. 

It’s vital that you check your news source first before informing stakeholders, employees and your consumers. Make sure the information you’re sharing is correct. 

Here are four measures that you can take to help you spot fake news: 
  • When you are unsure of the reliability of content, check the publisher’s credibility. Is the grammar up to scratch? Is the punctuation correct? Are there careless errors? If so, it’s probably fake news ...
  • Be wary of suspicious domain names. They might be peddling fake news or even content that might harm your company’s data or computer network. 
  • On social media, verify if the social media page or profile is authentic. For example, if the Department of Health shares information on Twitter, check whether it has a verified ‘blue tick’ and if other related state departments follow the account. 
During a crisis, it’s important to approach information with caution and check through it for any red flags that might deem it as fake. Remember, if you’re unsure, rather don’t use the information. 

How else can businesses communicate more effectively during the COVID-19 crisis? Share your thoughts with us in the comments section below. 

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Now that you’ve gained some insight on how to optimise a communication strategy during the COVID-19 crisis, read these Five ways to handle a public relations crisis.