What does good communications look like in a time of crisis?

What does good communications look like in a time of crisis?

COVID-19 has turned our way of life on its head; from how we socialize and shop to how we work and communicate. So much change is unsettling, and it’s no surprise that many of us are united in our worry and feeling that life has been put on pause.

But there is still a lot that we can do. While it can be tempting in times of uncertainty to play it safe and say less, we know that audiences are looking to companies for insight and leadership. This has been seen across the digital sphere, and in Edleman’s COVID-19 Report which found that 70%+ of respondents expect action from businesses in key areas such as adapting operations, supporting employees and supporting government efforts.  

For companies, clear, honest and open communication should be a top priority right now. But the crisis is impacting different industries in different ways, so what does that mean in practice?

How are companies in the FTSE and NASDAQ 100s communicating?

To help shed some light on that question, we’ve reviewed the FTSE 100 and NASDAQ 100 to see who is doing what in terms of COVID-19 communications. Encouragingly, at the time of our research, more than half of all companies had shared some information and insight on their response to the situation. You can find our Top 10 analysis in the appendix of this post, including our review of the NYSE 100.

• UK companies had a slight bias towards using their websites to share information (with 50% sharing press releases versus 42% of the NASDAQ 100), while Twitter was the most frequently used channel by US companies at 45% use
• On both sides of the pond 37% of companies have been using LinkedIn
• US companies can be said to be more active in their information output, using Twitter 25% more than FTSE 100s, and blogs 83% more
• 20% of companies across both indices have created dedicated sections on Covid-19, sharing key information such as measures to protect employees, CEO statements, how they are supporting communities and steps being taken to support their industries and partners
• Of those 20%, in both indices there is a bias towards companies in industries where there is a direct role to play in responding to the crisis such as supermarkets, telecommunications, banking and engineering

What does good look like?

Press releases are undoubtedly important for sharing information, and in times of uncertainty, there is a certain comfort in their formal nature. But crises also call for a human response and it’s important to remember that there is power in creating a connection through your content, particularly in what is an isolated time for many people.

In the UK we’ve seen supermarkets of all sizes come together under the banner of ‘Working to Feed the Nation’. While all the major supermarkets are providing regular updates,  Marks and Spencer’s dedicated response section is notable for its detailed information by audience group – customers, colleagues, communities – and its empathetic, human tone of voice. 

Vodafone’s response is also noteworthy. It’s five point plan for countering the impact of COVID-19 is clear and meaningful (demonstrating the vital role Vodafone can play without overstating its hand), while the tone of its communications strikes the right balance between acknowledging the real impact COVID -19 is having on all our lives, with optimism and a focus on what is possible.

St James’s Place has found a similar balance, updating its homepage to address concerned clients (“We remain here to support you and provide peace of mind in these uncertain times’) while also showcasing its expertise through thought leadership content.

Leaning into your area of expertise is a fantastic way to add value for your audiences right now. While for some companies that can be a very real shift to support the global response – such as LVMH and Diageo shifting operations to create hand sanitiser for frontline health workers – it can also be as simple as sharing what you know. Autotrader’s ‘Advice for Car Owners’ is an excellent example of how clear, relevant content can add value for audiences while demonstrating company purpose in action.

How you share that value-add content matters, and this is where channels beyond your site come into play. Walgreens Boots Alliance has been using its @WalgreensNews Twitter account (managed by its communications team) to share updates on its response and policies in real time, directing audiences back to its newsroom for more detail. Meanwhile the @StarbucksNews Twitter account has doubled down on its usual output of celebrating employees and its role in local communities. To date, this has included sharing tweets from CEO Kevin Johnson thanking frontline workers and Starbucks employees who are delivering them free coffee; information on how those who want to can get involved in Starbucks’ efforts to support frontline workers; and third-party news site content directly addressing the impact of the crisis on the business.

What to do next?

Remember that despite the uncertain times we’re in, there is a lot that you can do to add value for your audiences, and they do want to hear from you.

Appendices

Appendix A: FTSE 100 Analysis

Appendix B: NASDAQ 100 Analysis

Appendix C: NYSE 100 Analysis