Coronavirus is dominating the news and the coverage is getting more extensive.
Already we have seen brands close stores, organisations shut down their offices and companies suspend factory lines.
Several sporting events have been cancelled or postponed and some conferences, such as the Facebook F8 developer event, have met a similar fate.
In Switzerland, gatherings of more than 1,000 people have been banned. It is also causing chaos on the global stock markets with the FTSE100 hitting its lowest level since 2008.
Monday's front page of The Herald#TomorrowsPapersToday #scotpapers pic.twitter.com/Mc0esShIkb
— HeraldScotland (@heraldscotland) March 2, 2020
Monday's front page: Virus epidemic moving to 'next phase' in UK#tomorrowspaperstoday pic.twitter.com/2WvfNaii2D
— i newspaper (@theipaper) March 1, 2020
Monday’s Guardian: New cases raise fears virus spreading undetected in UK #TomorrowsPapersToday pic.twitter.com/S9p8X1LPkq
— Helena Wilkinson (@BBCHelena) March 1, 2020
The front page of tomorrow's Daily Telegraph:
— The Telegraph (@Telegraph) March 1, 2020
'Virus will get worse before it gets better, warns PM #TomorrowsPapersToday #coronavirusuk pic.twitter.com/fi6ptkGdWL
The number of confirmed coronavirus cases in the UK is low but it is growing.
This global health emergency presents many crisis communications challenges and it is crucial organisations are prepared.
Have you considered what you would do if an employee returned from a trip abroad and fell ill with suspected coronavirus? What about if it was confirmed they had it?
What would you say if one of your offices or stores had to close because of the outbreak?
The key is to address these questions now and incorporate coronavirus planning into your crisis communications plan.
Preparation
As ever with crisis media management, it is imperative to prepare before the worst happens.
While the situation is relatively calm, review your crisis plan and consider whether it includes plans for dealing with a virus.
Also, ensure your crisis team is in place and consider whether anyone needs to be added to it for this particular incident. If a member of the team was to become ill, who would cover their position?
Messages
It is crucial organisations think now about what they might expect to be asked about the virus both before and if they are directly impacted.
For example, if your organisation has plants overseas or maybe relies on parts from other countries then you could realistically expect to be asked about what impact that is having and what plans you have in place to deal with that.
If you are doing media interviews, then this is likely to be brought in as a ‘while you are here’ style question towards the end.
The key here is to show you are prepared and reassure customers and stakeholders while avoiding adding to the panic that surrounds this issue.
But you also need to think about what messages you would use if it was confirmed that a member of your workforce had contracted the virus. These messages, which can largely be prepared in advance, should focus on people and act as a reminder that the welfare and health of staff come before profits and projects.
As part of this messaging, you will need to consider whether your organisation can operate effectively with a reduced workforce. Could you still provide the same level of service? Would you need to prepare customers for potential delays?
Communicate
In a crisis, a lack of information tends to increase worry and add fuel to the rumour mill. In this blog, we recently highlighted the case of two doctor surgeries in Bristol and the concern that was caused when recent temporary closures were put down to “unforeseen circumstances”.
If you need to close a shop or an office, be transparent about the reasons. Even saying the closures are due to “precautionary measures / deep cleaning” is better than “unforeseen circumstances” or silence.
Again, prepare and gain approval for these holding statements now so that they can be quickly used if they are needed.
Spokespeople
If it is confirmed that a member of your workforce has contracted the virus or you have added to the growing list of companies that have closed stores and offices and suspended factory lines, then you can expect to find yourself firmly in the media spotlight.
And that means you need spokespeople who can cope with that pressure and communicate with clarity and confidence.
Have your spokespeople had recent media training and crisis communication training? Do you have more than one spokesperson who could deal with this level of media scrutiny? Do you have regional spokespeople who your local audiences will trust and relate to?
Internal communications
Coronavirus is going to be on the minds of your employees, so effective internal communication is crucial.
Workers will want to know the impact it could have on the organisation and individual projects. Those who travel in their roles will want to know if a travel ban is likely.
Other workers will want practical information, such as remote working options and policies.
Organisations should provide their teams with clear instructions on how to stay safe, but also need to ensure they tread the thin line of not adding to the anxiety.
If you have a confirmed case in your workforce you need to be able to communicate quickly to the rest of the team – they shouldn’t be learning about through the media.
Facts
As part of your internal comms, position your organisation as a trusted source of information on the virus.
We live in a time where misinformation and fake news is rife and can increase anxiety, so consider providing a regular summary of the latest facts on the virus for your teams and incorporate the latest NHS advice.
Test your plans
Put your plans to the test now.
An effective crisis simulation test will reveal whether your carefully crafted crisis manual will work under the intense pressure of a coronavirus outbreak.
It will help to identify whether the crisis team can make decisions quickly and confidentially, potentially without knowing the full facts and operating with limited information. It will identify exactly where responsibility lies and will reveal whether other resource or training is required.
These exercises will also test the strength of messages and whether there is a difference between what is being said internally and externally.
Download our FREE eBook to find out more about planning for a crisis. It includes a checklist to helping you identify the right spokesperson, messaging templates and a risk register to help you identify your organisation’s vulnerabilities.
Media First are media and communications training specialists with over 30 years of experience. We have a team of trainers, each with decades of experience working as journalists, presenters, communications coaches and media trainers.
Click here to find out more about our journalist-led crisis communication training courses.
