PR pros set the stage of the next phase of crisis response

Some in the PR industry see the world entering a new phase in its crisis response.

“The adrenaline of initial crisis response has passed,” says Mary Humphreys, head of marketing and communications for Corvias. “We’re entering into a prolonged time when employees will feel weary, uncertain and more disconnected.”

That means that your communications efforts are more important than ever.

“We must balance frequency and regularity with relevancy,” Humphreys says. “The risk of over-saturation is numbness to messages, but strike the right balance of practical and empathetic support, and the ‘reward’ becomes the revitalization of employees’ spirits and engagement.”

Transparent, honest and two-way communication holds true, even in the face of an unprecedented pandemic.

“Say what you know when you know it and if you’re uncertain, describe the path you’re taking to get more certainty,” Humphrey’s says. “Keep the communication lines open and two way.”

Internal stakeholders might be your first priority, but don’t ignore external audiences.