Communications Advice


Hughes is currently supporting a number of organisations with their COVID-19 communications response.

In what is an extremely fluid situation, communications is one area where you can retain control and ensure staff and stakeholders remain informed and reassured.

To assist our clients and wider network, our crisis communications team have prepared some guidance on managing communications linked to COVID-19. We’ve shared this below.

If you require tailored, specific support from Hughes and would like to discuss your organisation’s communications response,
please call our team on 08 8412 4100.

Communicating your response to COVID-19

First and foremost - internal communications

What is the best way to communicate consistently with all employees?  Set up a COVID-19 communications channel with employees and make them aware of how and when to expect critical updates.

Lead your communications by making your team wellbeing and safety your first concern. Be honest and upfront with staff about the implications any company action will have on them.

Ensure two-way communication. Make sure all staff are given an opportunity to raise COVID-19 concerns or enquiries and outline how and who they should contact.

Finally, make sure staff remain informed. All businesses will have different levels of need but in any circumstance, staff should be given regular updates. This will not only keep them informed but will also offer them reassurance that their wellbeing is not being forgotten.

Reassure your market. Demonstrate you have a plan.

Who needs to hear from you? Before issuing any communications, take a step back and reassess your stakeholders. Is it purely clients or customers who will want to hear from you, or is it regulators, government agencies or the media as well? Prioritise your audiences and assess how and when they need to be engaged.

No business is expected to know all the answers to COVID-19. But there is an expectation that organisations should acknowledge the issue and confirm they have a contingency plan in place. Any communication you share with external audiences should focus purely on facts you are qualified to speak on, and which are relevant to your organisation and stakeholders. Do not offer speculation or opinion on the crisis more widely.

Remain in control

Form a small internal team to assess the ongoing situation and establish a routine whereby the group can make decisions on ongoing communication action. Do not react immediately to external issues or inquiries, instead step back and consult as a group before responding.

Ensure any communication you make is consistent with previous messages and actions. As we have said, the situation is fluid and your communications will evolve. But your communications should remain as consistent as possible and focus on facts and not speculation.

Finally, keep tabs on social and mainstream media for COVID-19 issues relevant to your organisation. Create regular tabs for key information channels and, if appropriate, speak to your media monitoring and social media listening provider to tweak your monitoring criteria to account for COVID-19.

You’ve got time

Are you focusing on the what instead of the why while working on your business during the COVID-19 crisis?
Remind yourself who is important to your business – whether it’s clients, neighbours, government or the general public.
How are you meeting your clients’ needs?
Now is not the time to do nothing, it’s to get ready for the rest of our lives.
Find out more:

Hibernate and you’ll be too late 

Resist hibernation – it’s time to think about your business and brand, and how to launch into a post-COVID-19 environment.
Focus on building your community – whether it’s engaging the gym clients waiting for you to reopen your doors or working with the parents at your school to assure them it’s safe to educate - continuing communication with those around you is essential.