There are people whose job is crisis communication. I’m not one of them.

I’m a garden-variety nonprofit communication generalist. So my advice about coronavirus communications simply involves adapting garden-variety (but proven) nonprofit communication strategies.

The thing to know about crisis communication is that fear makes people stupid – or, rather, inattentive.

The coronavirus has a lot of people (including me) really anxious. When we are anxious, rational thought goes out the window. The fight-or-flight reaction directs the body’s resources away from our rational brains to automatic reactions that can save our lives when threats are immediate and physical.

In other words, many recipients of your carefully crafted email can’t take it in.

What’s a conscientious communicator to do? Redouble your efforts to communicate clearly and effectively.

Communicate frequently
What “frequently” means depends on the messages, the audience, and your circumstances. The short answer is “More often than you think.” Remember, people may not have taken in your previous messages.

Use all channels
Most people respond more readily to some modes of communication than to others. To reach everyone, use all of your channels: email, phone, text, print, social media – whatever you’ve got or can get going quickly. “Push” messages that arrive in people’s inboxes or hands are more effective than “pull” channels like your website.

Prioritize face-to-face
There is nothing like face-to-face communication to make interpersonal connections that can help override emotional distress.

For example, I’m reading a lot of emails about basic hygiene practices like handwashing. By now, we all think we’ve “got” that message. We’re likely to zone out, even though we still struggle to modify our behavior.

The best way to get the message across is in person. The receptionist may be your organization’s best defense against coronavirus.

Start with where people are
This basic tenet of communication becomes even more important when fear has frozen people’s brains. Couch what the organization needs to communicate in terms of what recipients need to hear. (More on this next time.)

Lead with the main idea
Each communication should have one message. That message should be summarized in the headline and in the first lines of text. Use the word “coronavirus” to capture people’s attention.

Keep it simple
Everything I preach about clear, effective written communication goes double when anxiety shuts people’s brains down.

• Use simple terms. “Coronavirus” should be the only five-syllable word.
• Write short sentences.
• Break text up into short paragraphs
• Use internal headings, bullets, and boxes to make information stand out.

Share effective practices
What are your ideas and questions about coronavirus communications? Please post below so others can see and respond.