5 Ways to Keep Employees, Customers, and Prospects Informed During Business Disruptions and Emergencies

When business disruptions or emergencies arise, clear and timely communication is crucial. Whether it's a natural disaster, cyberattack, supply chain disruption, or public health emergency, businesses must proactively keep employees, customers, and prospects informed. After 6 years of working in crisis communications in the higher education arena as a Communications Director, I have seen what a lack of communication can do.

One of the biggest fails we had was when we had an active shooter outside of one of our campuses, running around the neighborhood, but this was not a student and was not inside the school. However, we still had to put the entire building on campus in lock-down until the police could successfully hunt the armed person down. However, our P.A. system on that campus was not working and we had classes going on, where the students did not look at their phones, so the people in class did not know there was a lockdown. The only thing we could do was message the security guard on campus and the staff that we knew we had access to, and make sure that they went to all the classrooms and people in the building to let them know they were in lockdown and they would not be able to leave the building.

However, as we didn’t have a lot of information as we waited for the police to notify us that things were under control, we had little information to communicate to the people inside. In fact, the biggest complaint we had, post incident, was that we did not communicate to the people enough sitting in the building. Despite telling them we did not have further information at the initial lockdown start, it made the people in lockdown rather anxious not knowing what was happening outside their perimeter. However, the crisis team did not know what was happening either. The lockdown lasted 45 minutes.

What was learned in this scenario is that we needed to be communicating with those inside every 7-8 minutes with an update, even if we did not have one. Being a sitting duck in a lockdown can make 45 minutes seem like a lifetime. Despite having a solid crisis plan, we had not prepared for the P. A. system being down in that building, but we did have security in place to notify people on campus. That said, that security guy was not supposed to be communicating to everyone in the building, he was busy checking doors, locks and windows. Not having a proper crisis communications plan in place can lead to confusion, frustration, and lost revenue and that is just the beginning. So, to help you understand mitigation in preventing a crisis communications fail…

Here are five essential strategies to ensure seamless communication during a crisis.

1. Share Real-Time Updates Across Multiple Social Platforms

In today's digital age, social media serves as a primary source of information for many people. Platforms such as Facebook, Instagram, LinkedIn, and X (formerly Twitter) allow businesses to quickly disseminate updates regarding operational changes, service delays, or emergency closures.

How to Implement:

• Post Frequently: We call this “feeding the beast”. Provide real-time updates on your status, including store closures, modified hours, or delays in services. Do not delay. The longer an organization takes to provide information, even if the status update is the same an hour prior, the more people begin to make up their own stories, opinions and memes, and start drowning out the factual emergency information needed.

• Use Video & Live Streaming: Go live to provide immediate updates and engage directly with your audience.

• Leverage Stories & Highlights: Use Instagram and Facebook Stories to share quick, temporary updates, while saving essential details in Highlights for prolonged visibility.

• Monitor & Respond: Keep an eye on customer inquiries and respond to concerns in the comments or direct messages.

Tip: 🚫 Disable pop-ups requesting visitors to sign up for an email list during a crisis. Your priority should be delivering timely information, not collecting leads.

2. Update Your Website with a Service Disruption Banner

Your website serves as a central hub of information, making it essential to keep it updated during a business disruption. Adding a prominent banner at the top of your homepage ensures customers immediately see the latest developments when they visit your site.

How to Implement:

• Use a Persistent Banner: Ensure the banner stays visible on all pages so users don’t miss critical information.

• Include Essential Details: Clearly state the nature of the disruption, estimated resolution time, and alternative contact methods.

• Create a Dedicated Landing Page: If the situation is prolonged, consider a detailed page with FAQs, next steps, and resources.

Tip: ☎️ If you have a business phone line, update the voicemail message to inform callers about the disruption and where they can find more information.

3. Assess and Adjust Marketing Efforts Thoughtfully

During a crisis, businesses should reevaluate ongoing marketing campaigns to ensure messaging remains relevant and sensitive. Continuing promotions without acknowledging a disruption may come off as tone-deaf.

How to Implement:

• Pause Paid Campaigns: Temporarily halt PPC and display ads if operations are severely impacted.

• Modify Messaging: Shift marketing efforts to emphasize updates, community support, and transparency rather than sales.

• Leverage Email & SMS: Send thoughtful communications informing customers about your status and how they can stay connected.

Tip: 📩 Set up an email autoresponse informing contacts that your team is addressing an emergency and may have delayed responses.

4. Maintain Direct Communication via Email & SMS

Email and text messaging are effective channels for delivering critical updates directly to customers and employees. Since many individuals check their phones regularly, SMS can provide an immediate way to share urgent information. This turned out to be the only back up in the example crisis I mention here. As a result, we were able to assist the security guard on campus.

How to Implement:

• Segment Your Contacts: Tailor messages specifically for employees, customers, and stakeholders.

• Keep Messages Clear & Concise: Avoid lengthy emails; prioritize essential information and direct recipients to your website for further details.

• Use Automation: Set up scheduled or automated messages to ensure timely updates without overwhelming your team.

Tip: 📱 Use text alerts for urgent notifications, as they have a higher open rate than emails.

5. Implement an Internal Communication System

Keeping employees informed is just as vital as updating customers. Your team needs to be aware of closures, operational expectations, and safety procedures in real-time.

How to Implement:

• Establish a Phone Tree: Ensure managers have a structured plan to relay information to their teams.

• Use Messaging Apps: Platforms like Slack, GroupMe, and WhatsApp allow for instant communication.

• Invest in Emergency Notification Systems: Paid solutions like AlertMedia provide enterprise-level communication tools to quickly reach employees during crises.

Tip: 📞 Update your employee contact list every quarter to ensure accuracy.

Tip: 📌 Pin critical information to the top of your social media profiles for maximum visibility.

Tip: 🔁 Share and repost updates from local authorities and other businesses to demonstrate community support.

Final Thoughts

Proactive communication is key to maintaining trust and minimizing disruption during business emergencies. By leveraging multiple channels, updating marketing efforts thoughtfully, and ensuring employees stay informed, companies can navigate crises with clarity and confidence. Implementing these strategies will not only help your business manage disruptions more effectively but also reinforce customer loyalty and brand reputation in the long run.

By Dawn Sygulla - VP of Marketing & Communications, WorldSafe