How to manage and communicate crises to your global audience

The concept of crisis management and communications was born in the 1980s, originated by different events and disasters at the time.

Crisis management is considered one of the top processes of public relations and global corporations continue to provide good or bad examples of how to manage a crisis in the 21st century.

In the past, we saw well-known brands hit by such crises. Today, COVID-19 is a global crisis affecting us all.

When in the 1980s and pre-COVID-19 times, it was all about managing the brand image and keeping credibility, today’s crisis management and global communications are focusing on re-assurance and business continuity.

All size businesses around the world, are relying on online communications to deliver messages of support, business continuity and solidarity.  Online includes websites, social media, email, SMS, chatbots, FAQ, video, etc.

Customer service and support teams across multiple industries are also at the front line, managing requests for information, refunds, cancellations, etc.

To best manage the situation, there are a few steps businesses can follow

  1. Knowledge Base – gather all key information for all your audiences, detailing the steps that are being taken, refund policies and keep updating them as often as possible.
  2. Customers Access Point – use the website’s home page to keep people informed of the developments and allow them to contact you via email.
  3. Frequent Asked Questions – build a set of questions and saved answers and continue updating them.


Terminology Management in Global Communications

Global companies dealing in numerous countries need to provide the same clear information in multiple languages.

To ensure the corporate terminology is used across any urgent translation, brands need to consider terminology management.

Key terms and conditions around refund policies, cancellations, local contacts and numbers, etc. in all languages, need to be mined, captured, approved, so the right message and tone of voice are used in the localisation workflow.

If your company is already using terminology management as a tool, it is a great time to leverage it for your urgent translations.

New to terminology management and global crisis communications?

Follow our series to learn more on how to manage global messages in current times.

COVID-19 is teaching everyone how to use best practice tools and approaches in every industry and our personal lives.

Let’s take advantage of that to create a better world.

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