When companies reopen after states and communities ease COVID-19 pandemic, they’ll need to communicate their plans in a way that will let customers and clients know exactly what to expect.
In our infographic, we show you how to craft an email that tells customers what they need to know in a clear, respectful and responsible way.
But email is not the only way to get the word out. “The more frequently you can communicate your message and the more channels you use to communicate it, the more effective it’s going to be,” says Jon Pushkin, founder and president of Pushkin Public Relations, which specializes in healthcare, nonprofit and crisis communications.
Posting your plans on your business’s social media accounts allows you to communicate more visually. For example, instead of a written message from executives, a senior leader can share the message in a short video. Social media is also a chance for you to showcase other members of your company, such as managers and store employees. They can deliver a condensed version of your email message or give a virtual tour for a sneak peek of what customers can expect.
Though social media is a more casual medium, make sure you’re hitting the right tone:
- Use humor cautiously. Don’t be insensitive to the seriousness of the situation by being glib.
- Express the personality and positivity of your brand in a way that’s consistent with your company’s tone and reputation.
- Clarity is more important than being clever, even if your social media voice is usually whimsical. Playfulness can work as long as the message is unmistakably clear.
Consider highlighting changes in operations on all your channels of communication, such as a pop-up on your website, your bio on Instagram or a pinned tweet. You can also deliver parts of your message in signage at your place of business. Post new operating hours and new safety guidelines for customers to follow in-store at the entryways. In these cases, short and sweet is the way to go. Distill your message down to its core elements and deliver it clearly.
If you want to convey that customers should wear a face mask and stand 6 feet apart from others, simply post those points in a bulleted list.