Communicating in Times of Crisis

Reflecting on Crisis

Nearly 20 years ago, we launched Financial Profiles in Los Angeles. As our integrated communications firm grew to serve clients through satellite offices across the country, Los Angeles remained our home base, so it holds a special place in our hearts. Witnessing the massive destruction of the ongoing wildfires in Los Angeles has shocked us to our core. Our hearts go out to our colleagues, our clients, and friends and all who have been and continue to be impacted by the devastation.

This tragedy is a grim reminder that no company or organization is immune from crises, especially when Mother Nature is whipping up the disaster. Communication with key stakeholders is a critical responsibility for all companies. In times of crisis, the stakes are much higher, and a company’s response can have a lasting impact on its reputation. Stakeholders, including employees, customers, investors, suppliers, regulators, and the broader community, expect and deserve timely, transparent, and empathetic communication.

Why this Crisis is Different

Crisis planning is an essential part of good governance, and most companies have some type of crisis plan. But most crisis-planning scenarios relate to business issues and incidents. The impact of a natural disaster, like these wildfires, is far more personal and demands a different kind of response. This is a time for management to be personally involved in communicating with key stakeholders, starting with employees.

Communications with your employees should be proactive and “high touch.” Establish clear communication channels before a crisis occurs with specific roles and responsibilities assigned to individual executives and managers so they are ready to jump into action. Within the first few days of the Los Angeles wildfires, the CEO of one of our clients personally called each impacted employee to hear their story and offer support. That phone call will have a lasting impact that could never be achieved with an email.

Other suggestions include:

• Communicate Early and Often:

  Deliver internal updates promptly and ensure all information is factual. During a time of such extreme loss, it’s important to communicate on a consistent cadence, even if you don’t have new information to share. This will help prevent rumors and reassure employees that management is actively engaged.

• Communicate with Empathy and Transparency:

  Acknowledge the impact of the crisis on the entire community and communicate with empathy. The sheer scale of destruction in Los Angeles is impacting everyone in the area, not just those who lost loved ones or property.

• Establish an Emergency Resource Center:

  Employees who lost or had damage to their homes and belongings face a byzantine maze of insurance claims, FEMA registration, emergency resources and more. Providing access to a central repository of guidance on how to navigate these resources, including temporary housing and mental health support can be extremely helpful to employees.

• Consider an Emergency Employee Fund: 

  Many employees want to help colleagues who have been directly impacted by the crisis. This can be done by establishing an Emergency Employee Fund that employees can contribute to and the company can either match donations or contribute a lump sum.

• Employ Multi-Channel Communication:

  Utilize various platforms – emails, social media, press releases, and company websites—to reach different stakeholder groups effectively.

• Establish Feedback Channels: 

  Establish feedback channels for your key stakeholders. If they have questions or concerns, make sure they know who to contact for the latest information.

• Don’t Forget Community Engagement:

  The community response to the current wildfire crisis is heartening. With so many different groups offering emergency services and relief efforts, why not identify a few organizations to support as a company and encourage employee support to maximize impact. Consider polling your employees to help identify the right groups for your company to support.

A Long Road Ahead

The daunting truth about the Los Angeles wildfires is that rebuilding and restoring the ravaged communities will take years, not weeks or months. The notion of restoring normalcy quickly is simply not realistic in this case. Building a long-term communications plan for your stakeholders will foster resiliency and trust. As you share your longer-term plans, you will also demonstrate your commitment to supporting them throughout the recovery process.

We currently are working with clients – several of which are not even based in Los Angeles – on plans to support the immediate relief needs as well as commit to aiding in the long-term recovery efforts. While the situation today rightfully feels tragic, the generosity of resources and spirit offered by individuals and companies near and far serve as rays of hope for the City of Angels.