4 F’s for the COVID-19 virus

As the COVID-19 coronavirus continues its tragic march, disrupting business, travel and everyday activities, every organization should be prepared to use the 4 F’s as a guide to ensure that critical messages are sent to important stakeholders: fast, frequent, factual and flexible.

Here’s what each of those F’s mean:

Fast: If a business relies on China for its supply chain, it’s obvious that quick communications about a potential disruption is important. The same goes for a company with an unbroken supply chain, because consumers might assume there is a problem. Fast messages can reassure customers that “all systems are go.” School districts might need to rapidly reach parents and students. An organization needs fast updates directed to employees who are working in impacted countries. Since rumors spread at the speed of light, getting news from a company before fearmongering hits social media builds trust, and employees will turn to the company first for future information.