Entrepreneurs are known for their quick, flexible thinking and creative solutions. However, even the strongest businesses struggle during times of crisis, like global economic woes, devastating hurricanes and national tragedies. These events often mean slow business and time to recover.
ClientAttraction.com, a small Connecticut-based business, recently discussed the best business approach to tragedy in an article on Forbes. They explain that in order to improve on their work, customer and client service and policies, they always put people first.
The company offered 7 guidelines for business during times of tragedy:
1. Be adaptable
“We take a no excuses approach to all that we do and in all honesty when Hurricane Sandy hit, even though each member of my team was without power, internet capability and couldn’t even physically get to work, we didn’t skip a beat! We’re a resourceful bunch. But being resourceful has its place and time. As the news of the devastation unfolded we regrouped and with the same flexibility that would have allowed us to pull off a major launch despite challenging conditions, we instead tweaked the whole plan to allow for a postponement. By being flexible and rolling with the punches a bit, we were able to demonstrate respect for those affected by the storm and we were also able to give our team the time they needed to be with their own families as well.”
2. Turn off pre-scheduled online activity
“During times of tragedy, it’s important to be aware of any online activity- automated email promotions, tweets, facebook posts, blog updates, etc. that you’ve pre-scheduled. Allowing business-as-usual posts for your latest product of service to be sent out during a time when serious news is unfolding, can certainly appear disrespectful and insensitive. My advice is to cease all scheduled updates for the time being. It’s just not relevant.”
3. Use your platform instead to provide support and much-needed resources
“For any entrepreneurs with a list of followers- large or small- and a social media presence, realize that you do have a platform. When you speak, people listen so it’s ok to learn with your heart and intuition. Communicate your condolences, support- whatever is appropriate. Your voice of empathy may help others to feel better. Then offer resources. Perhaps it’s a link to make a donation to the Red Cross but let people know in a humble way what you’re doing to help the situation so you can inspire and lead others to do the same.”
4. Be mindful of customers and clients in the affected areas
“Determine if you have any customers or clients who are personally affected by the crisis. Then reach out. Is there a way you can help them? Help those who support you as a business. Loyalty goes a long way- and it works both ways.”
5. Avoid newsjacking
“Newsjacking is the practice of capitalizing on breaking news to promote your company’s products or services. Unless your company offers real-time relevant products or services that directly benefit those affected by the crisis, this is just not a good practice, and frankly it’s out of integrity.”
6. Always err on the side of love, authenticity and compassion
“In business, we’re often focused on marketing strategy, competition and increased revenues. After all, we’re in business to earn a profit, right? But when faced with a decision on what the “right” thing to do is, allow your hearts and souls into our business. To put people first, profits second. When you come from a place of love, authenticity and compassion, you can’t do the wrong thing- it’s just not possible.”
7. Create a crisis plan with your team
“Use these guidelines to create your own company crisis plan and incorporate it into your operations manual. Let’s face it, when disaster strikes we’re not always thinking clearly. Having a plan with a full checklist of the many things to consider ensures that business is carried out appropriately- and with humanity. It makes good sense for our companies, our employees and our customers and clients. And in the long term, your prospects and customers will choose you over others, because you have heart and you cared.”
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