How to Effectively Use Corporate Communication in Crisis Management?

How to Effectively Use Corporate Communication in Crisis Management?

In our fast-paced and globalized world, companies and brands have to be prepared to experience crises resulting from both predictable and unexpected events.

The coronavirus outbreak currently affecting China is an example of how a natural disaster crisis can threaten to harm people, seriously interrupt business and negatively impact share value. 

When disaster strikes, crisis management strategies are essential to plan the resumption of normal operations and ensure the safety of employees. For this reason, EASTANT is here to offer support on how to successfully use corporate communication during a crisis.


Crisis management after a natural disaster is critical and going about it properly is key to the success of crisis evasion. Here are three fundamental steps to ensure your company is ready to manage crisis-related challenges.

If you fail to plan, you plan to fail

Generally speaking, a crisis arrives unexpectedly and in various forms but companies and brands should nonetheless prepare detailed plans in advance on how to face challenges when they knock at their door. Without a pre-established strategy, a company’s response will be delayed and potentially not strong enough to face the obstacles in a timely manner.

In order to establish a successful strategy, executives and communication teams should ask themselves the following questions:

● What are the worst things that can happen to my organization?

● What can we prevent?

● How will we deal with it?

● What is the reporting and communication process during the crisis?

● Can we afford the risk?

Facing unexpected events is always a big challenge but being aware of what a company can potentially afford to do during a crisis is essential to minimize the impact and ensure a faster post-crisis resumption of business: plan for the worst, hope for the best.


Be quick, be accurate, be consistent

Be quick. The dynamics of a crisis can change based on external events. Once identified, empower your team to make the tactical decisions required to communicate events as they unfold.

Be accurate. In this case, damage assessment is the first step. Once the situation has been established, it’s time to activate and execute plans such as the deployment of equipment, personnel and supplies according to the crisis.

Be consistent. They say “In a crisis, don’t hide behind anything or anybody. They’re going to find you anyway”, which means that during a crisis, executives and communication teams need to be ready to take responsibility for their words and actions. 


Communication, communication, communication!

Remaining silent or removed during a crisis tends to weaken companies’ relations with employees, stakeholders and customers. For this reason, being aware of how to properly communicate your efforts is key to successfully facing a crisis.

Remember the communication basics:

● Communicate with honesty and openness.

● Collaborate and coordinate with credible sources.

● Don’t forget to express compassion, concern and empathy!

Moreover, when talking about communication, social media undoubtedly plays a key role. China is a perfect example of how powerful social media can be to determine whether a company can successfully overcome a crisis. Keeping employees and customers updated on crisis developments is essential, but it also often requires a high degree of social media knowledge to avoid mistakes which could potentially risk the safety of your business or your future business with customers.


At EASTANT we are aware of the many different challenges a company might go through, especially now that business operations are heavily affected due to the coronavirus outbreak. For this reason, we are ready to support companies through our professional crisis management team, which is able to assess your weaknesses and draft a crisis management plan to make your company and your team ready to face the crisis and overcome it together. #becausewecare

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