4 businesses communicating effectively during the COVID-19 crisis
Update: This post is part of our COVID-19 Resource Guide. We are publishing articles and Channel Mastery podcasts during the pandemic with tips, guides, and resources with the goal of helping your brand and business navigate the crisis. Visit our RESOURCE GUIDE>
A Crisis Communications Analysis and Playbook examples for navigating COVID-19
We are learning more and more about COVID-19 and this coronavirus each day and the impact it is having on a global level. Our inboxes at Verde (and we're sure yours as well) have seen an influx of messages from businesses sharing actions they're taking to ensure the health and safety of both their customers and employees.
Last week, Verde's CEO and Founder, Kristin Carpenter, released a special podcast episode of Channel Mastery that outlined a framework businesses can utilize for communicating during the outbreak. You can listen to the full episode or read about in our recent post.. Another podcast will be dropping today at Channel Mastery, 3-13-20, that offers more strategy and ideas to consider. We felt strongly as an agency that more support and resources were needed for specialty brands as the novel coronavirus is evolving very quickly. We plan to post new blogs and new content weekly.
Below we highlight companies and organizations from varying industries that are responding well to the crisis and are following a similar response framework to what Kristin outlines in the podcast. REI, Movement Climbing and Fitness, Southwest Airlines and the Sea Otter Classic are four organizations and events that have communicated effectively with their followers, outlined clear action plans and are ensuring they’re proactive response is being heard.
REI
#1: REI
Analysis
President and CEO of REI, Eric Artz, addressed actions the outdoor retailer is taking in response to the growing concerns surrounding COVID-19. In a brief letter to the Co-op Community on Sunday, March 8th, Artz expressed the company's prioritization of the health and safety of the REI Co-op Community. REI concludes by offering their sympathies for those affected. Finally, REI restates their dedication to the stakeholders in the community, stating: “We will make our decisions with the health and well-being of our members, customers, employees and communities as our highest priority.”
What to take from their playbook:
Artz bases the updates on factual information. He first expresses REI’s attentiveness to new information set forth by the Centers for Disease Control and Prevention, as well as local health officials across the country.
He states that they will rely on the recommendations that the CDC have set forth to guide the actions the company is taking in response to the outbreak.
He also updated terms for cancellation and refunds for all REI events, with no inherent cost to guests.
He puts actions behind his words, and behind the REI brand. The REI brand is known for its commitment to causes like environmental stewardship and diversity, equity and inclusion. As a specialty brand that uses its reach for positive change, REI must show action to back up its marketing. Artz does just this in his announced modifications to REI’s paid time off policies including no financial penalties for those who may “miss work due to illness or to care for sick family members.”
Movement Climbing + Fitness
#2: Movement Climbing + Fitness
Analysis
Movement Climbing + Fitness released a statement on Monday, March 9th expressing actions they are taking in response to the recent Corvid-19 outbreak and CDC guidelines and recommendations. The Movement Team expressed their implemented precautionary measures that began earlier this week. In this statement, Movement has expressed the importance of the safety of members, guests and staff members.Like REI, Movement is leaning on the recommendations from the CDC for preventing the spread of the virus. They conclude by stating, “We will continue to monitor things closely. Look for future updates, which we’ll share via email or on our social media accounts.”
What to take from their playbook:
Movement has stated they will increase their cleaning schedules in commonly- used areas. This dedication to cleanliness is a must during this time and is recommended across all businesses.
They have put their words into action. In addition to staff cleanings, Movement has increased the availability of cleaning supplies across their gyms for equipment.
They’re dedicated to the health of all stakeholders and have asked guests and staff members that are experiencing COVID-19 symptoms to refrain from entering the gym. They ask that you skip the climbing session and rest at home.
SEA OTTER CLASSIC
#3: Sea Otter Classic
Analysis
Sea Otter Classic is an outdoor sports festival and expo typically held in the spring since its inception in 1991. Last week, an email was sent out by President & CEO, Frank Yohannan stating that, “After thorough review of the coronavirus threat, we’ve decided to reschedule April’s Sea Otter Classic.” Just five days later, recipients of the first message were issued with another note from Yohannan announcing the new dates in early October. Yohannan concluded his newsletter saying, “We expect the October Sea Otter Classic to be a huge success. We look forward to seeing you then.”
What to take from their playbook:
Speed is our friend. In the first newsletter, Sea Otter Classic quickly communicated that they were considering making changes to the dates of the event and followed up within 5 days when they had new information.
Yohannan outlines specifics in the newsletter confirming new dates, but the same location, and provides clear details for registrations, festival purchases, camping reservations and more. (He also ended it on an encouraging, positive note!)
He also mentions that additional information can be found on an FAQ page added to the site. Along with the standard FAQ’s listed there, they also have an additional form to complete for any further questions and put a face behind the answers by providing a direct email to an on-staff member that could assist anyone needing more information.
** If you’re curious what you should be considering about your own event, tune in one of our next Channel Mastery podcasts. We’re going to provide resources to specialty businesses that are in the precarious position of cancellation, re-booking or re-scheduling of events. **
Southwest Airlines
#4: Southwest Airlines
Analysis
Ryan Green, the Senior Vice President and Chief Marketing Officer of Southwest Airlines released a statement on March 11th stating their concern of the recent outbreaks of COVID-19. In the statement, Green affirms Southwest’s dedication to the health and safety of their Southwest community members and their adherence to the CDC and WHO recommendations.
Green concludes with: “We are prepared to navigate through these challenging circumstances with your safety and confidence in Southwest Airlines at the forefront of everything we do.”
What to take from their playbook:
Southwest has put a name and face behind this statement, showing customers that they care for their individual needs and the well-being of each passenger and staff member.
Green ensured customers that if they choose to cancel their upcoming travel, they will be able to use this credit for a year. Southwest is acting in the best interest of their customers and following through on these actions as many passengers have cancelled their upcoming travel.
Southwest’s timely response to the outbreak shows their dedication to community members.
They have also added a direct link to information on their homepage, dedicated to questions regarding the COVID-19 virus with respect to their business operations, found here.
Wrap Up:
With the immediate need for businesses to be open and communicative during this unsure time, REI, Movement, Sea Otter Classic and Southwest Airlines, among others, are proving to be proactive and on top of their business communications strategies.