Communication is critical in times of uncertainty. The current geopolitical conflict in Ukraine and the economic climate are increasing uncertainty for employees, customers and partners. CEOs and business leaders need to communicate responsively and thoughtfully.
The CEO of Forrester recently advised CEOs to ask their direct reports three key questions specific to the Ukraine war:
- “Are we ready for the inevitable cyberattacks, and have we patched all vulnerabilities?”
- “How are our supply chains threatened, and what are you doing about it?”
- “Is our advertising supporting Russian disinformation, and should we announce to the world that we stand with Ukraine?”
All three questions should also include a communication component and, as such, should involve the company’s PR team. Do we have a current cyber crisis communication plan? Do we have a plan in place to articulate to customers, partners and employees what we are doing to mitigate any supply chain impacts? And, what is the plan to communicate our stance to employees, partners and customers?
As the Conference Board detailed in an article on the importance of communicating with employees during times of crisis, “World events, pandemics, national politics, natural disasters and social change movements thrust companies and their leaders into the spotlight with employees, stakeholders and the public clamoring for a corporate statement if not also action. The corporate stance, once articulated, can shape consumer sentiment and move markets; it can also reinforce or shatter espoused corporate values.”
Crisis planning and preparedness enable company leaders to respond promptly. Part of an effective plan is integrating key stakeholders internally – including the PR team. For specific guidance on crisis planning, consider the following articles:
- Components of a Successful Crisis Plan
- Tips to Consider When Developing a Cyber Crisis Communications Plan
- Lessons From the Royal Family: The Importance of Informed PR Counsel in Times of Crisis
Do you have a crisis plan and response team in place?