When faced with a disaster – natural or man-made – what steps do you take to communicate with your customers and vendors? When the wildfires ravaged my hometown of Los Angeles earlier this year, it made me wonder what local businesses were doing to keep their community informed. I could imagine small and medium-sized businesses have a hundred things to tend to and running through their minds. Whether you operate mainly as an e-commerce business or have a physical store, I hope these six tips will help prepare your business when you need a crisis communication response plan.
1. Share Real-Time Updates Across Multiple Social Platforms
Nowadays, many people use social media to keep up with local, national, and global news, especially when disaster strikes. Use platforms such as Facebook, Instagram, and X (formerly Twitter) to share updates on your operational status, such as store closures, shipping delays, or adjusted service hours.
- Tip: 📌 Pin critical information to the top of your social profiles to ensure visibility.
- Tip: 🔁 Share and repost content from other businesses to help extend their reach and show good stewardship.
2. Update Your Website with a Service Disruption Banner
Ensure your website has a prominent banner notifying visitors of any service disruptions due to the disaster. This helps keep customers informed directly from your primary online presence. Include key details such as expected service restoration timelines and alternative contact methods, if available.
- Tip: 🚫 Disable pop-ups requesting visitors to sign up for your email list.
- Tip: ☎️ If you have a phone for your physical store, set up an outgoing message informing callers that your business is tending to a business disruption.
3. Assess and Adjust Marketing Efforts Thoughtfully
Consider pausing paid and promotional email campaigns if you’re unable to fulfill orders or operate as usual. If you choose to continue marketing, adjust the messaging to focus on business updates and community support rather than sales-driven content.
- Tip: 📩 Set up an email autoresponse informing your contacts that you are tending to an emergency and you might be unreachable.
5. Implement an Internal Communication System
Keeping your team informed during a disaster is just as important as communicating with customers. Set up a phone tree or group text chain to relay important updates about closures, work expectations, and reopening plans. Platforms like Slack, GroupMe, or WhatsApp can help maintain instant, two-way communication. There are also paid solutions such as AlertMedia and Everbridge.
- Tip: 📞 Update your employee contact list each quarter to ensure the most recent information is on file.
6. Consider Donating and/or Volunteering
If your business wasn’t directly impacted, but you want to stay involved, supporting local recovery efforts through donations or volunteer work can strengthen community ties and reflect positively on your brand.
During the Los Angeles wildfires, I was inspired and touched by the outpouring of support for animal shelters and clothing and food donations. It was powerful to see the community come together during a devastating time.
In summary, proactive communication can help maintain customer trust, foster community support, and keep your team connected. Preparation is key – implement these six strategies today to stay resilient in the face of future disruptions.
