Many small businesses don’t have a plan for handling crisis communication. At MPWRSource, we are planners.  Our plans have plans. But how do you plan for the unexpected? Is there a team in place to react to a an event like this? It won’t always be Covid-19, but we have hurricanes and other disasters that occur with greater frequency. It is a guarantee that more hardships will happen. (Of course, let us hope on a much smaller scale.) Through this crisis, we are learning what to do in future crises. With that in mind, it is important to ask, “What can we do to be better prepared?”

There are three important things we want to highlight in terms of crisis communication.

Communicate clearly, frequently, and authentically.

Transparency and honesty are always key. In a crisis, everyone looks for a leader who can communicate effectively, honestly, and with humble authority.

In light of this, make sure when you are communicating to your internal staff, customers, patients, or clients, that you do not try to portray to know everything. Do not feel like you must be the expert in everything. You are not! None of us are. And people know this. Pretending to have all the answers will build distrust. After all, a jack of all trades is a master at nothing.

Communicate your purpose.

This enables everyone to know what they are to be doing throughout the crisis with well-defined goals. It not only empowers you and your employees, but those you serve as well.

In a crisis, things feel chaotic. The struggle is that everyone wants to gain a little bit of control. People want to feel like they have control over something. And that is why we have no more toilet paper! Because we will CONTROL THE HECK OUT OF OUR BATHROOMS!!!

As an effective leader, we need to give those we work with their control. Helping those you work with define their purpose within this and all crises, will bring peace of mind. Of course, there is going to be stress and depression, but a small sense of control will ease that stress a bit.

Take this opportunity to build tomorrow’s leaders today.

Through a crisis, you will see how people react in the face of adversity. You will see within your ranks who rises to the occasion—take advantage of that moment. This is your time to really see who your true leaders are. Empower your team members to use their gifts in arenas they may not have had access to earlier. Remember when we spoke about granting control? This is a time to extend control to those who have risen to the occasion. This is not a time for micromanaging.

By authentically addressing problems, defining roles, and empowering team members to use their gifts effectively, you will be able to meet any crisis head on. It is also important to carry these lessons learned with you once stasis has returned. Crisis communication is difficult, but it is also an extraordinary opportunity that truly allows everyone to be their best selves. It is during a crisis that we discover there have superheroes among us all along.

**This blog post was based off information given by Manic Maple, MPWRSource’s CGO, Tiffany Joy Greene, MBA, during our Crisis Management Webinar.