People want useful instruction during times of panic. They don’t want to decipher what you mean.
This was obvious with the lack of clarity about what was an ‘essential business’, which left thousands of Kiwis questioning whether local butchers or bottle stores would be open.
Our advice to clients is to make sure your comms are specific and relevant to the relationship you have with stakeholders.
Take Trade Me for example. The company sent out a COVID-19 update to all its members early Thursday morning. The email answered questions that many users would be asking, such as if they can book couriers for sold items and what trades are considered essential.
All the public wants is information to help them through a stressful time. If your organisation has no need to update stakeholders with any crucial information, we recommend you don’t say anything.