1. Acknowledge and adapt to now – To write with care, mention the unusual nature of the crisis. Describe how your business or organization has adapted its operations in response. Note the trying situation in your emails, social media or blog posts, policy updates, etc., and how you’re responding to it. Not doing so can come across as insensitive or being out of touch with the times.
Examples of appropriate messaging:
- Fundraising appeals: Nonprofit Marketing Guide: How to Be Relevant Now (and What Not to Say)
- Businesses: Forbes: “How Do I Market and Sell My Service During a Global Crisis?”
- G&S Communications: Avoid Unsubscribes: B2B and B2C Email Marketing During a Crisis
2. Cut – Your readers might feel overwhelmed. Make your content easy to focus on and understand. Use short words, sentences, and paragraphs, especially when you relay complex information. Sentences under 16 words help; word processors can check readability levels (often the Flesch-Kincaid score), as can WordPress plug-ins such as Yoast. Group related text together with bullet points for better scanning. If you’ll include numbers, add fewer of them. Use images, infographics, or video in place of long text.
3. Confirm – If you’re reporting the latest news, triple-check your sources to enhance your credibility.
4. “Re-humanize” yourself – Show some warmth and personalize your communications. Wish your audience well. Express your gratitude — “I appreciate what you did” — to strengthen your relationships. As appropriate, stay upbeat. Share good news. Encourage. Now’s not the time to sound robotic and lapse into industry jargon, clichés, hard to pronounce words, or business-ese. Write with care like you speak: the “real” you, not the role you play. Use “I” less and “you” more.
5. Be there while you write with care – Ask questions. Provide help or information. Connect with your audience through surveys, social media, email, message boards, or other platforms. This is a great time to feature others’ stories about how they’re dealing with the crisis. Alleviate fears and concerns. Be supportive. Reassure readers that though we’re traveling through new territory, we will end the journey together and you’ll be ready to help them then and now.
How has the current crisis affected your communication with others?
P.S. Could your writing use a touch of “class”? Now’s the time to brush up on your skills. Find out more about Classy Writing coaching and consultation sessions available in the comfort of your home.
Quotes
“In this tumultuous time, leading your organization with purpose and vision is more important than ever. Make sure you’re keeping sight of your most important goals and constantly working to fulfill them.” ~ Darren Richards, “Business Management During COVID-19,” Tucker/Hall, Inc.
“Uncertain times elevate the importance of clear, credible communication from business leaders.” ~ Colorado Chamber of Commerce and Linhart PR, “Coronavirus (COVID-19): A Business Leader’s Guide to Effective Crisis Communications”
Comments? Suggestions? Need help with your crisis communications? Contact me.
Michelle Troutman
classywriting.com
