Event company

Take charge of your event company’s message during a crisis

Many crises arise out of the blue, which often puts business leaders in a place of reactivity rather than proactivity. Without a moment to prepare, you can often feel like you are in the midst of an evolving situation without any clear direction to write your message. This is especially difficult when you don’t have answers or solutions yet, but still need to communicate with your target audiences.

When COVID-19 began to spread rapidly across the United States, we were forced to take a brief break as we tried to understand the changing circumstances. We were and can continue to be in shock. When you have a hurricane or a flood, you know things are going to work out in a matter of weeks, maybe a month. But when the “end” of a crisis is nowhere in sight, it can lead to a lot of fear and uncertainty in the market.

Yet despite how we feel personally, we must remember that people are looking to our brands to see how we are handling the situation.. Panic breeds panic, so be the calm and reliable resource your subscribers need you to be.

Let’s see how to craft strategic messages in times of crisis:

1. Revisit your business values.
Before considering anything else, you first want to go back to your company values ​​and make sure that you align your message with what matters most to your brand. You don’t want to lose sight of your end goals, because this will be end, and you To do wanna be here on the other side. Keeping your values ​​close will ensure that your post stays consistent with social media posts, blog posts, website content, and other branding media.

2. Instill faith and trust.
When your clients watch you in a time of crisis, they want to know that you are stable and ready to adapt to changing circumstances. This should also be the message you present to other businesses because, at the end of the day, we’re all in the same boat. You can and should be honest and open, but it’s important to show up when you need it most. Ignore the fear-mongers and keep promoting positivity through your channels.

3. Tell your story.
If you don’t tell your own story, someone else will tell it for you. So, in a crisis, you need to show up and share what you’re doing. Stuck at home in quarantine? That doesn’t mean it’s time to go off social media; if anything, be more present! Share inspiration on how you stay motivated while working from home. Volunteering in a disaster area? Explain why this is an important cause for your business and what you are doing to help. Only you can tell your story the right way, so take control of it before someone else does.

4. Be careful with “personal” messages.
When you share content online, it speaks to your business, even if it’s a personal page. You are the face of your business and therefore what you think and say is intrinsically linked. Avoid sharing overly sensitive or controversial content on any channel because you are a business owner who will be accountable for everything you post. Whether or not you have a private account, recognize that you are still the representative of your brand.

5. Make communication easier.
Even if you work from home, make sure your clients and colleagues know you can be reached and that they are ready to discuss questions, concerns, and plans. We didn’t know how to use Zoom before this pandemic, but now we do. We work with clients through phone calls, emails, text messages, video chats, and whatever form of communication works best for them.

6. Adjust your marketing strategy.
When a crisis strikes, the first thing you should do adjusts your current advertising and marketing efforts to avoid the risk of appearing deaf. However, that doesn’t mean you should sit down and wait for the situation to come down. Once you’ve fixed the problem, you can continue to market and advertise; in fact you should do it because life goes on after a crisis and you want your business to survive the threat. There are still couples planning weddings for the next year and beyond – nothing is changing for them, so this pandemic is just a dud in the planning process. Corn, now, they have all this time at home and will inevitably be spending it researching online!

You need to adjust your message to be more strategic and responsive to the issue at hand. Encourage people to #reportcancel, sympathize with the feelings of isolation, highlight your accessibility by phone and email, you get it. Be careful to avoid giving the impression that you are taking advantage of the situation, but be creative and appeal to humanity in the situation. After all, you are also stuck at home!

7. Don’t waste time.
If people see you as a mainstay of the community, don’t keep them waiting for days to hear an update from your team. When a crisis strikes, immediately take the time to write a message to your audience. Even if you don’t have all the details, sharing a basic statement and subsequent promising updates is enough to show people that you are present, thoughtful, and professional.

When COVID-19 started to spread, we immediately set up a blog. We didn’t know everything – we still don’t know it – but we wanted to do what we could to start allaying fears in our community. We are based in Houston, so we went through dire circumstances, especially Hurricane Harvey. If we can convey any hope through our own experiences, this is what we want to do.

Now that we’re all at home with some free time, take the time to focus on making this crisis plan. It is never too late to create one, because crises are unpredictable but inevitable. It doesn’t need to be detailed and in-depth; it can be a general outline of what you want to achieve in a given crisis. Use it as a frame you can lean on when it hits.

Having a plan, even for the future, helps us break out of the fear spiral and step up to the forefront of the industry.

Lisa Krumm Anhaiser is the Founder and President of Houston LBL event rental, which has been providing quality linens and event rentals in the region for over 20 years. Lisa is also a graduate of the prestigious Goldman Sachs “10,000 Small Business” program; she enjoys sharing her knowledge with other business owners by educating through one-on-one consultations and speaking engagements.