In the current coronavirus crisis, we have had to adapt our waysof interacting, our way of working and, above all, our habits in general. Whether in the private or professional field, the coronavirus spares no one. At the professional level, many sectors are affected by the crisis. There are various methods to interact with its stakeholders depending on the sector.
A new era?
This period is also the occasion for companies to renew themselves. To change certain ways of doing business and to improve interactions. To re-analyse the needs of their customers and above all, to adapt to these new needs. All this, starts with a good way of communicating with its users. In order to know how to communicate and how to reach your audiences, it is important to analyse this period and take the time to look back.
Analyse of customer’s ways of communicating
At RingRing, we have analysed a change in the behaviour of our users during this last month. The communication tools used have evolved. We also have new customers on board. Indeed, to properly manage the crisis, various solutions have been useful to these customers. Whether it is the crisis communication management solution, mass sms or automated calls, all these solutions allow you to stay close to your users.
In times of crisis, it is easy to notice an increase in internal and external communication. The last pandemic has demonstrated that. Using SMS during a pandemic can be very effective. This concerns a majority of sectors and organisations. Indeed, we have the desire and the need to inform our stakeholders (employees, partners, suppliers …) and all the people directly or indirectly affected by our activity. In order to warn them about the risks that we are incurring at a specific time, texting would be one of the most effective ways.
The impact of SMS during a crisis
Crisis communication management is not always easy to achieve. What tool to use, for whom at what time? In a world dominated by the smartphone, it is important to adapt to the new habits of both consumers and employees. Therefore, there are solutions to be found in order to be able to disseminate information quickly and qualitatively. Using SMS during a pandemic to contact your stakeholders is one of them.
Nowadays, we are in daily contact with the outside world thanks to our smartphone. Our mobile follows us everywhere and allows us to be contacted at any time. Even without an adequate internet connection, bulk text messagescan be used in remote areas. With an opening rate of around 97% and a deliverability of 99%, SMS is the fastest and most reliable communication tool during crisis. However, it is therefore necessary to have a good communication strategy and to optimise its management.
As Belgium is represented around the world through its embassies. In some countries, there is a genuine risk of safety and health. Therefore, Belgian’s Federal Public Service of Foreign Affairs wanted to informpeople working and travelling abroad of particular risks.
We provided Belgian embassies in 21 cities worldwide with an SMS solution. The goal was to send warnings or other messages through bulk SMS to all respondents during a crisis.
The Belgian embassies use the crisis communication solution when there’s a real danger. Belgian people in the concerned regions get an SMS as soon as there’s a threat. So, they can make sure they’re safe as soon as possible.
Crisis communication strategy must be based on the challenges your company organisation faces. Also, on the objectives you want to achieve.
The main ones currently encountered by all clients are :
Reduce costs
Communicate quickly
Portability of information
Personalisation of the sent message
Tracking and monitoring of message deliverability
Whatever it takes, companies are now more inclined to inform all stakeholders about their organisation as quickly as possible. All of it, on an international scale. Using text message during a crisis was one of the best options. So why don’t try to do that with bulk SMS application ?
To speak to our expert team about messages in times of crisis, click here.
Crisis management is an essential organisational function. Most companies face a crisis one day. In such cases, it is necessary to act quickly and effectively. Failure to react is the worst-case scenario. But how do you effectively manage this type of communication? Which content and especially which channel to use? Here are 7 tips on how best to manage this type of case.
Effective crisis communication management is essential
First, what is crisis communication?
According to the Cambridge Dictionary, crisis management are « the actions that are taken to deal with an emergency or difficult situation in an organised way. »
A crisis occurs when a significant threat can have a significant impact on an organisation, its stakeholders or its reputation. The crisis can impact on a variety of areas such as financial losses, public safety or an organisation’s overall reputation. In most cases, a crisis disrupts the balance of an organisation at several levels, making it important to manage it quickly.
1. The importance of being prepared
In order to avoid rushing into a crisis situation because you are not ready to manage it, it is best to anticipate potential scenarios and establish internal protocols to manage them. If you don’t prepare for different crises and don’t know how to communicate during them, you risk causing more damage to the company.
2. Prepare a crisis Management Plan
Do not hesitate to set up a crisis management plan (CMP). In the CMP can be a list containing all your contacts and their relevant data, the necessary documentation and reminders of what should be done in times of crisis etc.
3. Anticipate Model Messages
It may also be useful to prepare draft messages or templates. Writing crisis messages in advance will allow you to save time and to communicateeffectively to each target (intranet, press, …). All you have to do is fill in the blanks with key information!
4. Analyse and understand situation
Sometimes it can be complex to communicate in a crisis situation when you don’t know the situation well. If you are asked to communicate but you are still analysing the situation, just tell the truth but above all, answer and communicate! As soon as you are more informed on the subject, communicate all the relevant details to the keystakeholders.
5. Stay human
In such situations, remember that each person reacts differently. It is important to listen to each side and communicate in an informed manner. It is important to say that you are also concerned and affected by the situation and that you are working to manage the situation as well as possible.
6. Use the right communication channels
There are many different communication channels such as intranet, social networks, company website (either as a separate domain or as part of the main company site), conference calls or press releases and interaction with the media etc. But the most successful systems are still mass notification systems (e-mails, texts, etc.)
With an impressive opening rate (97%), very high deliverability and incomparable speed of delivery, SMS is the fastest and most effective way to reach your target. You cannot afford to use an inefficient channel for an urgent communication. In fact, many of our clients use our crisis communication solutions for their business.
The possibility of creating a tailor-made crisis communication product adapted to the needs of your industry is also an option.
7. Plan a post-crisis phase
Once the crisis has passed, follow-up communication is important and necessary. It is important to issue various updates on the recovery process, the consequences of the crisis and various post-crisis measures. For this type of communication, intranets are an excellent way to keep employees informed or special access on the website, for example.
Conclusion
Today, all organisations must be able to manage crisis communication. As mentioned above, many tools exist to support companies in this type of events. A good crisis management allows a company or organisation to limit the damage and the consequences and even to come out of it stronger.
RingRing regularly assistsprivate owned companies, but also governmental institutions and even supranational institutions in their crisis management. Do not hesitate to read our customer case for the Belgian’s Federal Public Service of Foreign Affairs to see what we have set up for their crisis communication.
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