No one is ever prepared for the premature death of a business partner. However, from a company perspective, death triggers personal and professional fears about the organization. When a business owner or founding partner dies unexpectedly, the impact is felt from the breakroom to the boardroom. And in most cases, the effect, both internally and externally, is not immediately understood.
In a recent blog about the importance of a crisis communication plan, we discussed the value of preparation and defining a roadmap of action for when a crisis occurs. In today’s blog, I want to address how timely and effective communication can help heal and mitigate fears about the company’s future.
Crisis Communications 101
Grief triggers a lot of emotion, and the death of a leader naturally stokes fears of an uncertain future. Employees, family members, board members, customers, and suppliers will all ask themselves:
What will happen to the company, and how will this affect me?
Your job as the interim leader is to work with your marketing communication specialist to communicate quickly, respectfully, and informationally, thereby reassuring all parties about the company’s future.
Action Plan
Taking these steps will mitigate confusion and reassure all parties during this time of crisis.
#1. Refer to your Stakeholder and Media lists. Prioritize who should be notified immediately, e.g., clients, vendors, key stakeholders, and by what medium. *See below.
Identify a company representative who will deliver the message. The spokesperson may be the interim leader or a company spokesperson. Regardless, ensure that the representative has all the facts and is comfortable sharing the news internally and externally.
#2. Determine how much information should be disclosed about the leader’s death. Some details may be sensitive. Coordinate your communication with a family member to ensure they are comfortable with the statement.
Example: “John was a dear friend and a dedicated business owner. On (date), John passed away surrounded by loved ones after a long battle with cancer. We will miss his dedication to (insert details). We at (company) will feel his loss deeply.
#3. Identify Communication Outlets.
Tip: People consume information from various sources at different times, so don’t assume that everyone will see the announcement from one source. Take a multi-prong approach.
Common business communication channels include:
- In-person
- Message boards (internal)
- Videoconference
- Written correspondence
- Company website
- Social media
Timing Matters
Before you begin releasing information, agree on the messaging. It’s important to be sensitive and reassure all concerned parties about potential business-related changes due to the individual’s passing. Additionally, don’t forget to include details. For example, provide information about funeral services or memorials. While some clients may not attend if they don’t know the deceased very well, others will want to pay their respects. If the family is holding a service just for family and friends, simply state that the arrangements are private.
Now a word about social media. It’s easy to think that posting an announcement on social media is the most effective way to reach a large audience instantly. However, proceed with caution. Carefully evaluate who deserves to know first, then wait a couple of days before posting the announcement. Next, consider posting a brief statement on the business’ company page(s). LinkedIn and Facebook are the best choices.
Other Details
There are additional considerations depending on the type of company, its industry, and the deceased’s professional community involvement.
For example, in professional services organizations, e.g., legal, financial, etc., the deceased will likely have a website biography page. Therefore, don’t forget to update the page with the notation “In memoriam” along with the date. Additionally, add an alternative company contact name and email directing the visitor who to call if the person has questions about a case or financial matter. Finally, keep the page “active” for three to six months to ensure continuity of service and respect for the deceased.
YGL Enterprises Assists With Crisis Communication Plans
In summary, a well-thought-out crisis communication plan can protect the integrity and longevity of a small business or professional services firm. A crisis communication plan ensures that information is conveyed to stakeholders and media quickly, consistently, and professionally, allowing you and your team to feel confident knowing there is a strategy.
There is no time like the present to prepare for the future, as the unexpected can take us all by surprise. So, reach out to YGL Enterprises today to strategize a crisis communication plan for your business and how it can be part of a comprehensive marketing strategy. Contact us today.
Yvonne Levine, president of YGL Enterprises, Inc., is a strategic marketing consultant who collaborates with professional services and small and mid-sized businesses to develop and execute successful marketing strategies, branding initiatives, content creation, and digital marketing plans. By helping businesses devise a targeted strategy first, this approach creates a strong foundation for tactical decisions, which drives brand awareness and positive results. Follow Yvonne on LinkedIn and Facebook.
