How to Avoid the Coronavirus Communications Hall of Shame
First, do no harm.
This promise is central to the Hippocratic Oath practiced by doctors. But it can also apply to the work done by communications professionals during difficult times such as the one we are all facing now with the coronavirus.
We recently shared our thoughts on how to communicate effectively about the coronavirus.
But it’s also important to note what not to do.
Sadly, my inbox has been filled with examples of cringe-worthy messaging that are likely turning people off at a time when the sender was hoping to draw them closer.
During the best of times, a tone-deaf message can damage your organization’s brand and reputation.
During a crisis, it can have lasting harm to your reputation and credibility.
Here are some COVID-19-related messages that have made me scratch my head in recent days – along with recommendations on how you can avoid making the same mistake with your own messaging:
Messaging Mishap No. 1: Making it about you
Delta Airlines was smart to send a message this week from its CEO, Ed Bastian, about how it was keeping its planes clean and safe for travelers.
But it could have done better than a text-heavy, 500-word missive that included embedded links to information about how to get information about its cleaning procedures and its COVID-19 website.
And it could have done much better than including this cringe-worthy line: “travel is fundamental to our business and our lives, which is why it can’t – and shouldn’t – simply stop.”
Well, Ed, since travel is fundamental to your business, I guess I’ll put my own concerns about public health aside and book a bunch of trips on your airline.
Is that really the message you want to send to concerned travelers right now?
The takeaway: If you’re trying to reassure your customers, donors, and other stakeholders that you are putting their safety and well-being first, make sure your messages actually convey that tone. Avoid making your communications about your needs – or why you think your customers should keep giving you their business. Instead, demonstrate why you’re their partner and how they can turn to you during difficult times.
Messaging Mishap No. 2: Completely avoiding the elephant in the room
I received an email marketing message this morning promoting an April marketing conference. Somehow, the message did not include a single word about the virus and its potential impact on the conference.
Clearly, this message was written and scheduled before this week’s news and the rash of cancellations at events such as SXSW. Nonetheless, it struck me as completely tone-deaf to the fact that anyone receiving the email is going to wonder whether the event will actually happen.
Worse, this was sent by a professional marketing organization to professional marketers.
The takeaway: Review all of your scheduled email and social media messages to make sure they’re still relevant. And if you’re still planning to host an event this spring, it’s critical that you acknowledge the current situation and how it might impact the event and those who choose to register.
Messaging Mishap No. 3: Staying silent
While you might be worried about committing a gaffe similar to the ones above, it’s also important to avoid sticking your head in the sand and staying silent.
Your stakeholders need to see you at least acknowledging the challenge and how it might impact them.
This is true for your internal audiences (think employees and board members), as well as those outside your organization.
Tell them what you know, acknowledge what you don’t, and keep them updated as circumstances change.
And if you do step in the bucket with a poor message, own your mistake and try to fix it. Quickly.
The basketball star LeBron James did just that when he joked with reporters a few days ago that he’d refuse to play games without fans.
Since then, as he’s learned more about the virus and the threat it poses, LeBron admitted he was wrong and changed his stance.
It’s a slam-dunk lesson all of us can learn from.
