What can the heatwave teach us about crisis communication?

Life is full of uncertainties.

Take the recent heatwave, for example. From enjoying the novelty of finally having some sun, to a red heat warning forcing hundreds of schools and attractions to close around the UK. What may seem inconceivable just a week ago can soon become a reality, leaving organisations faced with fast moving, difficult decisions.

Sound familiar? 

In many ways, it echoes the early days of Covid. Right up until the first lockdown, many people assumed life would continue as normal until, almost overnight, everything changed. 

If there is one thing these situations have taught us, it’s that crises rarely give you the luxury of time. The world is full of unprecedented events, and when dealing with crisis communications, we have to be prepared for that. 

But how do you plan for a future you can’t predict?

Imagine the conversations taking place behind closed doors when these crises first arise. The panic and stress of weighing up whether you should close on a day where you would otherwise generate revenue. What information do you communicate? When do you communicate it?

The speed at which these decisions have to be made can be overwhelming, and the quality of your communication can have just as much impact on your reputation as the decision itself.

The businesses that communicated well in the heatwave were those who acted quickly, communicated clearly and with a sense of purpose, and who successfully fostered a ‘we’re all in this together’ mentality.

A clear example of this was The National Trust.

Through their quick response to the rising temperatures, The National Trust proactively communicated changes to their opening times through their website and social channels, minimising disruption and managing expectations. Their response demonstrated an important principle of crisis comms – people are far more likely to be understanding of difficult decisions if they are communicated well.

So when is the right time for crisis communications?

The honest answer would be yesterday.

But we can’t turn back time, so instead we will go with the simple answer: it’s always the right time for crisis communications. 

There are so many companies who think they have a plan in place, but has that plan been tested or interrogated recently? Does it take into account the ever changing algorithms behind social media? Does it have up to date messaging and branding?

Knowing where to start can seem daunting, so let’s break it down.

Three practical steps to get started:

Don’t wait for a crisis to land before you start crisis planning.

1. Review the crisis comms you already have

Start with your existing plan – do you even have one?

Make sure it is up to date and ask yourself what is working, what is missing, and what feels outdated. Your organisation will evolve, and so should your crisis plan.

2. Think ahead

Whilst we have already established that you cannot predict everything, one thing you should be clued up on is the potential risk to your organisation. 

Think about what could happen over the next year or further into the future and explore where competitors have been caught out by crises. What would you do in these situations?

3. Talk to crisis comms experts

If all else fails, you don’t have to face a crisis alone.

We’ve worked extensively with brands from factory closures and manufacturing errors right through to reputational challenges and industrial action – we know our stuff.

Our job is to keep a cool head when it feels that everyone else around you is losing theirs (which is especially easy to do in a heatwave). 

If you’re not sure where to start, or you’d like an experienced team to review your approach, find out more about our Crisis Communications service and how we help organisations prepare for, respond to and recover from unexpected events.

Ready to strengthen your crisis communications?

Simply book a free 30-minute Crisis Communications Readiness Review with our team.

We’ll assess your current approach, identify any gaps and recommend practical next steps to help protect your organisation and its reputation.

Or, if you’d prefer to get started yourself, download our free Crisis Communications Guide for practical advice, templates and expert tips to help you prepare for the unexpected.

Because the only thing worse than being caught in a heatwave, is being unprepared for a crisis.