How do you manage a communication plan for a crisis with no end in sight?
Lanyi first tackles the issue of pivoting plans in response to ongoing pandemic fallout. It’s been tremendously difficult for comms pros, he says, as most plans are built around specific scenarios. This pandemic has unfolded more like chapters of a long, complex story—one without a clear ending.
Lanyi believes there are many more chapters to come, and it’s up to communicators to tailor and update their messaging to match where their companies are in the current moment. In addition to timely updates, he says it’s also wise to continue planning for specific events that may unfold.
“It’s not too late to write up those scenarios, and plan against them,” he advises. He offers one potential scenario: the possibility of bringing employees back to the office, only for a spike in COVID-19 cases to spark another statewide shutdown. “It’s a real possibility, so you should plan your communication accordingly,” he says.