Crisis Communications - A Small Businesses’ Perspective
The past months have presented the country with a series of natural disasters that have tested even the most hardened individuals and businesses. From devastating bushfires in the Grampians: a region that was still in recovery from the 2023-24 fires to the overwhelming impact that ex-Tropical Cyclone Alfred caused throughout areas of Queensland and Northern NSW.
As they are normally prone to do, natural disasters can strike unexpectedly and, unfortunately, in Australia, many of our significant crisis events frequently impact our regional areas and occur during the summer months – our peak travel season and a period that many tourism operators are heavily reliant on from a revenue perspective. Within regional areas, many tourism operators are also emergency volunteers or are providing vital support to those on the frontline.
These events are extremely stressful and can leave people feeling very vulnerable: emotionally and financially. Aside from ensuring the safety of family, friends, and guests, the threat to property and businesses, and infrequent telecommunications - operators are also managing the expectations of their guests who are facing unexpected changes to their travel plans and while most travellers are disappointed but empathetic to the circumstances, there are always those who can prove challenging.
There have been some amazing resources that operators can access in recent months, and we encourage everyone to stay connected with their Regional Tourism Bodies, State Tourism Industry Councils and State Tourism Organisations who regularly update these.
Most small businesses don’t have the luxury of having a dedicated crisis management team and are often experiencing firsthand the impact of the crisis. Navigating these events requires clear communication, empathy, and resourcefulness. We have curated our guide for small businesses when finding themselves having to manage a natural disaster.
1. Acknowledge the Disaster and Prioritise Safety
During, and in the immediate aftermath of, any natural disaster, the wellbeing and safety of your family, employees, local community, and guests is the priority. Acknowledge the situation openly, and whatever the emergency entails, show empathy for those affected.
2. Organise a Response Team (albeit it might be small)
Even if your business does not have a crisis management team, distribute responsibilities to those who can assist with the management of communications, track updates, and coordinate responses. This ensures there are clear points of contact, enables your team to make a valuable contribution, and minimises mixed messaging.
3. Communicate Operational Updates Clearly
Let your stakeholders know how the disaster is affecting how your business can operate during the crisis. Use simple and transparent language to keep everyone informed: whether access to the region is restricted, if you need to pause services or close temporarily.
4. Leverage Accessible Communication Channels
During natural disasters, you are not guaranteed of having all communication tools accessible: the internet is down, mobile towers affected, or infrastructure destroyed. While you can only use the communication channels that are available to you at the time: whether it’s email, social media, text messages, a pop up on your website’s home page, it’s important to ensure the messaging is consistent across all platforms and updated as the situation evolves.
Where possible, consider software platforms that are cloud-based, and you have a password registry that is easily accessible. If you work with third-party agencies, they can often provide assistance with the management of your communications if necessary.
5. Show Empathy and Provide Resources
Natural disasters often bring emotional and financial stress. Show compassion in your messaging and, if possible, share resources that could help others in the community.
6. Address Questions and Concerns Promptly
Your customers and employees may have questions about how the disaster affects your business and their interactions with it. Respond quickly to inquiries and be transparent about what you do and don’t know. If you’re waiting on further information, say so honestly.
7. Collaborate with Your Community
Regional communities are the backbone of our country and Australians are renowned for supporting others during a time of crisis. Helping those who are displaced, providing access to kitchens for emergency personnel meals, offering welfare checks: all build on the strong foundations of a local community. Accommodation and tourism operators are amazing when it comes to collaboration and the sharing of knowledge and past learnings - these relationships are vital and become even more so during a crisis and throughout the recovery phase.
8. Reflect and Review your Crisis Management Plan
Once the immediate crisis has passed, take time to review what happened and how you managed it and identify any areas for improvement.
Crises often reveal the strength and character of a business. By managing the situation with empathy and transparency, you can reinforce trust and build deeper connections with your team, your community and your customers.
