Small Business Survival Guide: 5 Dos and Don’ts of Effective Client Communication During a Crisis

Small Business Survival Guide: 5 Dos and Don’ts of Effective Client Communication During a Crisis

In the business realm, a crisis can be described as many different things. It can be a single negative comment on social media, a cyberattack, unexpected bad PR, or prolonged periods of uncertainty, such as the recent COVID-19 pandemic.

While these situations are difficult, they do have something in common -; regardless of how well someone prepares, they can never fully predict what will happen. It is possible to learn more about crisis management at, there is also information found below.

1. Do Remain Informed

There is no way that someone can know the answer to everything. However, when it comes to crisis management, everyone should be well-informed. Take some time to fully understand the way an audience feels, dive into CRM insights, scan information on social media, and study market trends for the industry.

It is important to note that a company does not exist in a vacuum. There is quite a bit of competition from other brands. Take some time to learn as much as possible about the business and how to survive even when in “crisis mode.”

2. Don’t Use Catch-All Communication

During a crisis, most people will make company-wide statements. However, it is not a good idea to only use general communication. Doing so may result in some important conversations be missed out on. Even during more difficult times, there is a need for personalization and segmentation.

3. Use Banter Carefully

When trying to deal with a crisis situation, some people may want to turn to humor. After all, this can be an effective tool in engagement and helping to bring a community together. However, if the efforts used for lightening the mood may not always work properly, especially when a more serious issue is seen.

Similar to being tone-deaf, do not send out messages that may seem incentive. Most people want to avoid dealing with a crisis in a crisis. This means being cautious when it comes to tone or creating an apologetic post when needed.

4. Don’t Say Too Much

There is a huge difference between reaching in an impulsive manner and responding in a thoughtful way. When trying to develop a crisis response, do not do too much. No one wants to spam their audience with excessive emails. There is no need to list every reaction or update to make it seem like someone is in full control. It is best to provide regular, genuine, or simple updates, instead.

5. Do Think Long-Term

It should go without saying that while a crisis is usually temporary, there is no way to know how it will evolve. A business owner should not try to wait everything out. They should build a plan, instead. The right communication is going to help the situation down the road, so it is best to try strategic thinking.

When it comes to dealing with a crisis, there are more than a few factors to consider. Be sure to keep the tips and information here in mind to achieve the desired outcome, regardless of what that may be. With this information, anyone will be prepared to deal with this situation or scenario and feel confident that the outcome will be right for their situation and needs. Being informed is the best way to handle a crisis both now and in the future. 

Leave a Reply