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The 4 Critical Parts of a Public Statement During a National Crisis




While you're likely not a health professional, you're still expected to address #Coronavirus with your clients/ followers/ customers. But where do you start?⁠


⁠As long as you address these 4 critical areas, you can be sure your address sufficiently responds to your customers' concerns and demonstrates responsibility on the part of your business.


1. Provide clear answers to the following questions:⁠

Will you be closing your doors?⁠ People want to know how to adapt their plans based on your availability. Giving this information helps them to pivot as needed.


Will events/ sessions be cancelled or postponed?⁠ Have a firm answer here, if possible, and contingency plans ready just in case.


What will you do about reimbursements?⁠ While you likely already have a cancellation and refund policy in place, consider how it may need to be adapted for this particular (unprecedented) time.

2. Avoid blaming others for any part of the shift in your business.⁠ While it may be easy to blame the government or civilians who are not responding appropriately, simply outline how you are taking action for the parts you can control-- for everything else, respond gracefully without pointing fingers.

3. Outline the precautions you're taking (because surely, you're adapting to the situation) to demonstrate responsibility. This is especially important if you plan to move forward with business as usual-- let people know what you're doing to protect them.⁠

4. End with next steps. You should defer them to official resources, like the CDC and W.H.O, and provide contact information for YOUR office. The worst thing you can do after an address is be unavailable for questions.⁠


If you follow these guidelines, you'll put your customers at ease while showing concern for your community. If you're struggling to craft a strong message, contact TELL Public Relations, and we can work with you to write something that's true to your company's brand voice.

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