Communication in a crisis: fighting fear with facts

Debbie Hindle, chief executive of travel at Four Communications, shares her seven-step plan for good communication amid coronavirus concerns:

1. Always be factual, fast and supportive

Be absolutely up front and factual about COVID-19 with your customers. Make it very clear to them you understand the issue and direct them to a place where they can obtain the latest health advice and facts.

2. Clarify the facts if customers are confused

If there is coverage in the news which is causing your customers’ concern, or they’ve misunderstood what it means then make sure you give the right information.

3. Correcting media reporting

If the media says something that is factually inaccurate about your business, you can write to them asking them to correct it.

4. Work together and be supportive

COVID-19 is everyone’s issue. So work together to share the facts – ABTA, industry bodies, media, even local chambers of commerce can all take or share your information.

5. Listen and talk to customers where they are concerned

You may find customers are discussing concerns most in Facebook or Trip Advisor rather than coming to your website. Make sure you’re listening to those concerns and addressing them wherever the customers are.

6. Talk personally

Personal messages can be far more powerful than generic messages in encouraging behaviour change. So rather just giving anonymous company statements also consider messages from the most senior person in your business or organisation. Can they write personal letters to people about to travel, or write an opinion column in the local newspaper?

7. Plan your recovery campaign now

It’s important, even in the middle of a crisis, to plan your recovery campaign now so as soon as the issue begins to clear you’re ready to help respond to the pent-up demand from people who’ve deferred, or postponed their bookings.

MMP