Since 2020, the word “unprecedented” has been recycled throughout the media so many times that many Americans feel desensitized to it. But what other word could describe the last few weeks?
Saturday, July 13, there was an assassination attempt on former President Donald Trump. Sunday, July 21, President Joe Biden dropped out of the race. These uniquely shocking events occurred just over 100 days before the General Election, and the details surrounding these events are still being discovered.
This has pushed many of us to the brink of crisis fatigue.
Whether you are a nonprofit, elected official or a small business owner, there are right and wrong ways to communicate when your surrounding community (or country) is going through a crisis.
Do: Acknowledge the crisis and adapt your messaging.
It can feel simple to continue with business as usual; acknowledging the world we’re in can go a long way towards building goodwill with stakeholders. People want to know you understand and have empathy for their experiences.
Don’t: Leverage the crisis for personal gain.
While every organization may have a connection to the crisis, it is important to be proceed with caution. Even the most well-intentioned solicitations for donations can come across as self-promotional when the timing (or messaging) is not on point.
Do: Diversify your communication channels.
When everything is unprecedented, it can be hard for your message to break through. Using multiple communication channels increases your chances of being heard when the news cycle is crowded.
Don’t: Contribute to the Noise.
In a constant cycle of breaking news, less can be more. Before you hit send on the press release, media pitch or social post, make sure its meaningful and newsworthy.
